It’s no secret that Taylor Swift provided a ratings boost to the NFL after she began showing up to Kansas City Chiefs games in support of her boyfriend, Travis Kelce. But Swift’s impact was felt deeper than just television ratings.
Apex Marketing Group conducted research into the economic impact of the relationship between Taylor Swift and Travis Kelce. The group determined that between when Swift and Kelce went public with their relationship on Sept. 24 and Jan. 22, Swift brought $331.5 million of equivalent brand value to the Chiefs.
“The equivalent brand value is what it would cost for a brand to advertise across media where they have gotten exposure from TV to print, radio and social media,” Apex president Eric Smallwood told Newsweek, adding that in the same period, there were 100,000 mentions of the couple in traditional media alone.
Of course, that doesn’t even account for the Super Bowl, which set viewership records and had a ton of broad interest with Swift in attendance at the game. Factoring in what Swift brought to the Chiefs in the days before, during and after the Super Bowl, that number is likely even higher.
Needless to say, Swift generated a lot of value for the Chiefs this year.
[Newsweek]
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