The relationship between Kansas City Chiefs star Travis Kelce and Taylor Swift prompted respondents of a survey from Adtaxi to say they were 30% more likely to follow football last season. The couple is still going strong – how will the “Swelce” phenomenon translate to this season? “So far, the craze has yet to die down,” says Will Trowbridge, founder and CEO of creative agency Saylor. “If anything, it’s gained steam! Nearly 29 million people tuned in to the first Chief’s game of the season (at which Taylor was present) making it the most-watched NFL Kick-Off game of all time. This is clear evidence that the Taylor Swift Effect is still going strong this season… and the reigning champs remain undefeated (at least so far). Please tell us more, Will…
Should the NFL lean in or away from the Swift phenomenon?
The NFL should lean in while knowing that overdoing it could alienate portions of their dedicated fanbase and risk coming off as ‘thirsty’. But it would be a missed opportunity to not lean into the fun of it all. After all, they don’t need to do much. Taylor’s presence alone is bringing in increased viewership and helping to diversify their fan base. Continuing to highlight her presence on-screen (and on social media) will keep her fans tuning in and ensure ample pick-up across media outlets that wouldn’t normally cover football.
What should marketers do to capitalize on increased eyes on the NFL?
Marketers should meet fans where they are, teaming up with influencers and athletes that align with their existing fanbases. For the first time ever, people are tuning in to watch football who may have no preexisting knowledge of the sport. This provides a unique opportunity for marketers already in the football space to reach new audiences and vice versa. The Swelce craze won’t last forever, though. So they should already be looking for ways in now, before the bubble bursts.
How can brands use social media to capture sports-centered audiences during the season?
By creating quick-turn reactive content that engages audiences in real-time. Like any sport, football is best experienced live. Whether in person or on social media, fans love to talk about game highlights as they happen. By engaging directly with these fast moving conversations on social media, brands can reach sports-centered audiences directly and center themselves in the larger football conversation.
