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TAYLOR SWIFT HAS INFLUENCED 16% OF US SHOPPERS TO SPEND MONEY ON FOOTBALL:
REPORT
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Published Jan. 30, 2024, 1:56 p.m. ET
'Protect Taylor Swift' trends on X after graphic AI photos of pop star go viral
MORE ON: TAYLOR SWIFT
* WIFE OF 49ERS STAR WAS BROUGHT TO TEARS WHEN TAYLOR SWIFT WORE HER DESIGN:
‘SHE LAUNCHED MY CAREER’
* CHIEFS HEIRESS REFLECTS ON ‘SPECIAL’ ERA BEFORE SUPER BOWL
* TAYLOR SWIFT’S EXPECTED APPEARANCE AT SUPER BOWL LVIII RAISES CONCERNS ABOUT
‘CREDIBLE’ SECURITY THREATS
* EVEN TRAVIS KELCE CAN’T AVOID PRICEY SUPER BOWL SPENDING
Taylor Swift has helped direct big bucks toward the NFL — with 16% of US
shoppers admitting the pop star influenced them to spend cash on football in the
walkup to Super Bowl LVIII, according to a recent survey.
The numbers mean that of 333.3 million Americans, according to the latest census
data, some 53 million have spent money on the sport since Swift and Kansas City
Chiefs tight end Travis Kelce first went public with their romance.
Most shelled out cash for jerseys and memorabilia or on a streaming service
subscription to watch NFL games, according to a study on credit card spending by
online financial firm LendingTree on Monday.
Gen Zers were the most likely to say Swift influenced their football-related
card charges, LendingTree reported, with 39% of the 11-to-26-year-olds in the
generation admitting that the “Eras Tour” star coerced them into making a
football purchase.
3
Taylor Swift has reportedly influenced 16% of Americans — roughly 53 million
shoppers — to spend money on football in the walkup to the Super Bowl LVIII,
according to a recent report from LendingTree. Getty Images
SEE ALSO
VIVEK RAMASWAMY WILDLY SPECULATES SUPER BOWL WILL BE RIGGED FOR CHIEFS TO SET
THE STAGE FOR TAYLOR SWIFT’S BIDEN ENDORSEMENT
It wasn’t immediately clear if jersey and memorabilia spending included
merchandise featuring No. 87 — the number sported by Swift’s beau, Kelce, who is
going viral yet again after telling his pop-star girlfriend “I love you” in
footage shared to social media after the Chiefs topped the Ravens in the AFC
Championship game.
Kelce’s merchandise sales reportedly skyrocketed 400% after Swift, 34, first
popped up in a box at Arrowhead Stadium in September, sending her boyfriend’s
jersey among the top-five selling jerseys in the NFL.
Sports marketing experts have also estimated that the Swift-Kelce era could
generate as much as $10 million in off-the-field earnings for the 34-year-old
tight end.
Swift is also set to have an impact on the Super Bowl’s audience as the Chief’s
AFC Championship win — their fourth in five years — means the “Blank Space”
singer could be in Las Vegas to watch Kelce face off against the San Francisco
49ers.
3
While 12% of female respondents said Swift influenced their NFL viewing hours —
and will influence them to watch the Super Bowl this year — 15% of men said the
same, LendingTree found. ZUMAPRESS.com
In fact, six-figure earners are significantly more likely to say they’re more
interested in the Super Bowl because of Swift than any other income group,
according to LendingTree, which found that 21% of Americans earning over
$100,000 will be tuning into the big game because of Swift.
Of the 2,000 respondents, men were are also more likely to say their interest in
football and the Super Bowl was piqued because of Swift.
While 12% of female respondents said Swift influenced their NFL viewing hours —
and will influence them to watch the Super Bowl this year — 15% of men said the
same, LendingTree found.
Aside from tuning into the Super Bowl to see the singer — who was named Time’s
2023 “Person of the Year” — 18% said they’ll be rooting for the Chiefs because
of Swift.
That figure rises to 26% among millennials and 31% among Gen Zers, LendingTree
reported.
3
Since attending he first Kansas City Chiefs game back in September, Swift is
estimated to have generated $331.5 million in “brand value” for the NFL — and
boosted her beau’s merchandise sales by 400%. AP
According to LendingTree’s chief credit analyst Matt Schulz, the figures aren’t
surprising.
“If there’s one thing that people should’ve learned all too well by now, it’s
that you should never be surprised by the enormity of Swift’s influence,” he
said.
“We’ve seen it with her records and concerts, of course, but we’ve also seen it
in movies, politics and now football. She’s an absolute force to be reckoned
with economically, and while her grip on the American public isn’t going to last
forever, no one should bet on it fading much anytime soon.”
5
What do you think? Post a comment.
However, Swift’s influence has already had a huge financial impact on the NFL —
to the tune of $331.5 million in “brand value,” Front Office Sports recently
reported, citing data from Apex Marketing Group.
This data accounted for print, digital, radio, television, highlights and social
media monitoring Swift since she attended her first Chiefs game on Sept. 24,
through Jan. 22 — one day after her divisional-round appearance in Buffalo — and
calculated a financial amount for each occurrence based on “reach and impact,”
according to the report.
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Filed under
* consumer spending
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* WHAT THE 1% WILL BE EATING IN THEIR SUPER BOWL LUXURY SUITES
Taylor Swift has reportedly influenced 16% of Americans -- roughly 53 million
shoppers -- to spend money on football in the walkup to the Super Bowl LVIII,
according to a recent report from LendingTree. Getty Images
While 12% of female respondents said Swift influenced their NFL viewing hours --
and will influence them to watch the Super Bowl this year -- 15% of men said the
same, LendingTree found. ZUMAPRESS.com
Since attending he first Kansas City Chiefs game back in September, Swift is
estimated to have generated $331.5 million in "brand value" for the NFL -- and
boosted her beau's merchandise sales by 400%. AP
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PAGE SIX
TRAVIS KELCE JOKES ABOUT HOW MUCH MONEY HE'S SPENDING TO HAVE FAMILY, FRIENDS AT
SUPER BOWL 2024: 'I'M ON TOP OF THOSE FINANCES'
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