The Super Bowl isn’t just the biggest football game of the year—it’s a cultural phenomenon that draws millions of viewers from all walks of life, whether they’re die-hard football fans or not. Beyond the game itself, the halftime show, high-profile commercials, and appearances by celebrities make it an event that captivates even casual viewers. One of the standout figures in recent years has been pop superstar Taylor Swift, whose ongoing support of Kansas City Chiefs tight end Travis Kelce has drawn significant attention.
Although her presence at Chiefs games may be divisive among football purists, there’s no denying the massive impact Taylor Swift’s involvement has had on the NFL. A recent LendingTree survey revealed that her influence extends far beyond just attracting viewers—she’s also driving increased spending on football-related activities, including the Super Bowl.
According to the survey, “Swift isn’t just leading people to watch games, though. She’s driving spending, too. One in 5 (20%) Americans say Swift has influenced their spending on football. Among Gen Zers and millennials, that rate rises to 39% and 31%, respectively. Interestingly, 26% of men say she influenced their spending on football, versus 14% of women.”
While the survey also found that 17% of fans feel negatively about her influence on the NFL, the overall positive impact outweighs the criticism. The numbers indicate that Swift’s influence has likely not only increased viewership but also attracted new fans to the sport, many of whom are now spending money on merchandise, tickets, and other football-related purchases that might not have occurred otherwise.
The NFL remains the most popular sport in the United States, while Swift reigns as one of the most beloved pop icons worldwide. The combination of these two massive cultural forces has created a perfect storm for increased engagement, with Swift’s involvement attracting new audiences who may not have otherwise tuned in. As a result, both the NFL and Swift stand to benefit, making it a win-win scenario for both parties—especially if her influence continues to bring fresh eyes and wallets to the sport.