Grinning like she’s winning.
Taylor Swift has brought nearly $1 billion of publicity to the NFL since she began dating Travis Kelce in 2023, according to a new report.
The football league enjoyed a “Taylor Swift effect” of spikes in ticket sales and merchandise, especially among female fans, data obtained by MarketWatch shows.
After Swift and Kelce, both 35, made their romance public on Sept. 24, 2023, when she attended her first Kansas City Chiefs game, she created $366,753,290 in total equivalent brand value for the NFL through Jan. 28, 2024, the date of that year’s AFC Championship Game, according to Apex Marketing.
The “Bad Blood” singer brought in another $634,304,163 through Jan. 27, 2025, the day after this year’s AFC Championship Game, per the company, which specializes in advertising and branding services.
Thus, Swift has helped generate a total of $992,361,912 for the NFL in less than two years.
Apex Marketing president Eric Smallwood said social media and digital news have been big factors in the pop star’s momentum for the league.
“The ‘Swift effect’ and the corresponding media exposure continued for the NFL and the Chiefs prior to the start of the 2024 NFL season,” he said.
“The media blitz continued as the Chiefs kept winning games and were featured on national broadcasts, leading into the playoffs and now the Super Bowl.”
Smallwood added, “Taylor was visible at games, and those appearances garnered media attention from sports-media outlets and those entertainment media outlets not normally covering the NFL.”
Ian Trombetta, the NFL’s senior vice president for social, influencer and content marketing, said in a statement that the league’s social media consumption has seen an uptick among women from 13 to 24 years old.
Since Swift started dating Kelce, she has shown up to most of his home games at Arrowhead Stadium in Kansas City, Mo.
Most recently, the “Cruel Summer” songstress sat in a VIP suite with friends at Caesars Superdome in New Orleans for the 2025 Super Bowl on Feb. 9.
Though Kelce and the Chiefs lost to the Philadelphia Eagles, a source told Page Six exclusively Swift “couldn’t be more proud” of the tight end.
It is unclear whether the billionaire musician will be back at Arrowhead to support Kelce next season, as rumors about his retirement continue to loom.
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