How Should the NFL Deal With “Swelce”?

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.

Related Stories

Cynopsis 09/16/25: New Study Shows Crowded TV Ecosystem

Tuesday September 16, 2025    IN THE NEWS The Trump administration says it has secured a deal with China to keep TikTok operating in the US. Treasury Secretary Scott Bessent confirmed that a framework agreement is in place, and President Trump posted that a deal was reached with a “’certain’ company that young people in […]

09/15/25: Cynopsis Media Tech Update

Tech

Monday September 15, 2025 In the wake of studies showing AI companionship could be harmful to minors, the Federal Trade Commission has ordered Meta, OpenAI, Snapchat, X, Google and Character AI to provide information on how they measure, test and monitor the impacts their chatbots have on children and teens. “AI chatbots can effectively mimic […]

Cynopsis 09/15/25: Stephen Colbert Gets Emmys Standing Ovation

Stephen Colbert gets Emmys standing ovation

Monday September 15, 2025    IN THE NEWS Points to CBS for having Stephen Colbert, whose show was canceled by the network two months ago, as the first Emmy presenter last night. The late-night host got a standing ovation before asking, “While I have your attention – is anyone hiring? Because I have 200 very […]

09/14/25: Cynopsis Jobs

man balloons

Sunday September 14, 2025 CYNOPSIS SCREENSHIFT The AI Edge in Advertising Want results? Brands using AI-driven personalization saw performance explode +160% — and you can too. Learn the data, insights, and tactics that beat traditional ads at ScreenShift. Prices rise Sept. 26th! RESERVE MY SPOT    FEATURED JOB MANAGER, CONSUMER INSIGHTS & […]

Cynopsis 09/12/25: ABC Stations Appeal to Budget-Conscious Consumers

Friday September 12, 2025    IN THE NEWS Paramount Skydance is reportedly preparing to make an all-cash offer for Warner Bros. Discovery. And the bid would be for the entire company, which is currently planning to split its global TV networks from its streaming business and studios, according to The Wall Street Journal. Shares of […]

CynCity

Cynsiders

Instagram