Taylor Swift is changing the game — literally.
Since attending her first Kansas City Chiefs game in September 2023 — at the start of her romance with Travis Kelce — the NFL team has seen a 30 percent increase in fans.
"I always want to point out how happy I am for Taylor and Travis in the relationship. I've seen them together and they make a make a fantastic couple," Chiefs CEO Clark Hunt told Bloomberg in a statement, pointing out that "the growth in our female fan base has been amazing over the last year."
Earlier this summer, Hunt — who has been CEO of the Chiefs since 2010 — said the financial impact Swift has had on the team was "hard to quantify" at that moment, though he recalled a moment at the NFL headquarters that spoke volumes.
"I had never seen the marketing people in the league office that excited. They were giddy, they were jumping around. So I think that tells you," Hunt remarked at the time.
In February, Apex Marketing put an exact number on it, claiming that the 14-time Grammy winner has increased the Chiefs and NFL brand value by more than $330 million since her first Chiefs game. (Swift was not only in attendance at multiple Chiefs games last season, she was also one of Kelce's biggest supporters when he helped lead the team to triumph at the 2024 Super Bowl.)
Kelce, for his part, has acknowledged just how much his romance with Swift has impacted the entertainment industry.
"I'm having a blast in life, baby. Just flyin' high. Enjoying it all," Travis told his brother, Jason Kelce, about how he's soaking up the influence of his romance on an episode of their New Heights podcast earlier this year. "Bringing new lives to the football world, and opening the football world up to new things as well."
Jason, who is a father of three young girls himself, loved to see it.
"It's great to see girls getting involved in a sport where previously there wasn't much interest," the retired Philadelphia Eagles center commented, noting how Travis and Swift's support for one another in their respective careers has allowed different worlds to "collide."
Travis, for his part, has opened up the world of Swift's iconic Eras Tour to his fellow NFL players, with Chiefs teammate Patrick Mahomes and his wife, Brittany Mahomes, catching one of Swift's shows in Europe. Jason and wife Kylie Kelce, meanwhile, also took in one of Swift's concerts in London.
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