By Alex Raskin

The intersection of sports and celebrity is always fascinating, and a recent report sheds light on the intriguing “Taylor Swift effect.” While it’s challenging to find conclusive evidence, a recent NFL Players Association filing provides compelling insights. The report reveals a significant boost in group licensing and marketing income for Kansas City Chiefs tight end Travis Kelce, who began dating the renowned pop star, Taylor Swift, at the start of the 2023 NFL season.

According to the union filing, Kelce’s income in this area surged by an impressive 177%, earning him $2.4 million and placing him fourth among NFL players in licensing income. This income stream includes revenue from various sources, such as video games, trading cards, and replica jerseys. Interestingly, Kelce’s teammate, Patrick Mahomes, also experienced a notable increase in group licensing and marketing income, with a 53% growth to a league-high $3.6 million.

The impact of Swift’s presence extended beyond individual players’ incomes. The Kansas City Chiefs themselves saw a substantial increase in online fans this season, with a 34% surge. Additionally, the 2022 Super Bowl, which the Chiefs won, set a new record for a single network broadcast, attracting an average audience of 123.4 million viewers. This spike in viewership was partly attributed to an estimated five million more women tuning in, likely influenced by the presence of Swift, who watched her boyfriend, Kelce, win his third Super Bowl in five seasons.

Tight end Travis Kelce, left, with quarterback Patrick Mahomes prior to a January playoff game

Taylor Swift and Brittany Mahomes react during a game between the Chargers and Chiefs

The “Taylor Swift effect” has also been acknowledged by former Giants quarterback Eli Manning, who shared his thoughts on the matter with Good Morning America. Manning noted that having a superstar like Swift associated with the NFL has made the games more enjoyable for his daughters, who are now actively watching and engaging with the sport. Manning also commended Kelce for handling the increased media scrutiny with focus and grace.

While the “Taylor Swift effect” may be challenging to quantify in certain aspects, the evidence presented in the NFLPA filing and the subsequent impact on viewership and revenue streams suggest that it is indeed a significant phenomenon. The influence of a celebrity as prominent as Swift has the power to attract new fans, increase engagement, and ultimately boost the bottom line for players, teams, and the league as a whole.