“You have no idea when the camera is putting you in the broadcast, so I don’t know if I’m being shown 17 times or once.”
It was the Chicago Bears versus the Kansas City Chiefs, on September 24th, 2023. A familiar sight took place, in which Mahomes threw one down to Travis Kelce for a touchdown. Such a familiar sight, yet so different as the attention was no longer on touchdown receiver Kelce, but rather on pop icon Taylor Swift, who was far up in the stands.
Since then, the Taylor Swift phenomenon has stirred up a storm in the NFL. The Swiftification of the NFL is well and real, with Kelce’s jersey sales soaring upwards by more than 400% since the dating rumors started. With tickets and viewership to the Chiefs game soaring, The NFL, sensing the financial opportunity, immediately changed their profile image to Ms. Swift after the Chiefs’ victory against the Jets on the first of October. With the NFL gaining an increase of 53% in female viewership between the ages of 12-17, they didn’t just show Swift seventeen times, but they displayed her wherever they could. The league is now Taylor Swift, Taylor Swift, and Taylor Swift.
Was this best for the viewers though? At first glance, yes, but the reality only gets murkier.
“The unnecessary attention the NFL gives to Taylor Swift takes away from the intensity of the sport,” said Adarsh Godarvathi ‘26. “The league is already known for its biases, and now with the focus on Swift and Kelce’s relationship, it’s become more glaringly obvious than ever before.”
For those die-hard fans who have viewed the NFL for years, even decades, the newfound attention for Taylor Swift causes strong skepticism. The NFL has often been accused of bias towards certain teams, especially more during recent years with the advent of the surgent Chiefs team. With referees already facing accusations of making biased calls in favor of the Chiefs, it is no surprise that Taylor Swift’s support for the Chiefs has caused many to be increasingly suspicious of the league. With Swift bringing in nearly 331.5 million dollars for the Chiefs and the NFL, many fans are suspicious of the league for having pulled strings to propel the Chiefs towards more wins, and the Super Bowl itself.
On Sunday, February 11, the Kansas City Chiefs played the San Francisco 49ers at Allegiant Stadium in Las Vegas for Super Bowl LVIII, a rematch of Super Bowl LIV. Despite coming in as underdogs, many expected the Chiefs to come out on top amid fan suspicions that the NFL scripted the game to appeal to the likes of Taylor Swift’s fanbase. Circulating videos of Swift speaking with NFL Commissioner Roger Goodell before the game only fueled more allegations.
Although the allegations have taken flight, there is no doubt that Swift has brought a newer and larger fanbase to the NFL. With more than 123.4 million viewers, the Superbowl became the most watched television program ever which is clearly a result of the so-called “Swiftication” of the NFL. Most viewers argue that Swift’s presence leaves a negative mark on a highly valued game, but her presence only took up 54 seconds out of the entire game. The recent Super Bowl took on the title of one of the longest in its history with a net playing time of 74 minutes and seventeen seconds. With less than a minute of time on the screen, Swift has brought greater viewership and a larger fanbase to the NFL.
By bringing her own fans to the NFL, Swift has created a platform from which the NFL could grow. Beyond this, her fans have begun a sort of trend out of understanding football through lyrical references to Swift’s music. Thus, her presence has taught more people about the game and increased their appreciation of the sport as well. Swift’s predominantly female fanbase has created an increase in sponsorships by 20%. This 34-year-old pop-icon generated interest across demographic barriers that previously kept the world of sports separate from her fairytale and music-loving fans.
In coming to the games, she shows support for her boyfriend and shows young girls that success and love can coexist. The singer serves as a role model by reaching the peak of her career while showing up for her loved ones just as they show up for her as well. Swift sets an example and leaves a precedent for women around the world. By blaming her for the Chief’s victory, the media further pushes the double standard against women.
For example, when Kelce shows up to Swift’s concert, he is seen as a “good guy” while she is pinned for the loss of the opposing team. The Chiefs have been a constantly high-achieving team even before Swift was seen with Kelce, making their talent and rigor the reason for their champion title.
Regardless of the Chief’s win, the NFL hosted one of the most successful events of the year, and that success would not have been possible without Taylor Swift.