In a recent interview with TIME Magazine, Patrick Mahomes, the Kansas City Chiefs quarterback and one of the 2024 TIME100 Most Influential People, credited pop star Taylor Swift with transforming the NFL team’s image from a nationally recognized name to a global sports entity.
This transformation coincided with Swift’s relationship with Chiefs tight end Travis Kelce.
Mahomes detailed how Swift’s global fan base has embraced the Chiefs since she started dating Kelce. “The Chiefs went from a nationwide team that was kind of global to being truly worldwide. That came from Taylor’s fanbase,” Mahomes explained, highlighting the significant impact Swift has had on increasing the team’s visibility on a global scale.
According to Mahomes, Swift’s involvement brought not only increased attention but also a new demographic of fans to the sport, especially young women and girls. Data corroborates this, showing a 400% increase in Chiefs merchandise sales shortly after Swift began attending games. A particular NFL game featuring the Chiefs, post Swift’s public appearance, attracted 27 million viewers, a record since Super Bowl LVII, indicating her substantial influence on viewership numbers.
Swift’s integration into the Chiefs community extends beyond mere appearances at games. She has formed a close friendship with Brittany Mahomes, Patrick’s wife, and has been seen engaging deeply with the sport’s culture and strategy. “Taylor is probably the most down-to-earth person that’s been on that stage for that long. She’s always busy, whether it’s shooting a music video, singing a song, or writing music, even during her supposed downtime,” Mahomes noted, admiring Swift’s work ethic and grounded nature.
The quarterback also observed Swift’s business-minded approach to understanding football. “Even when she’s talking about football, when she’s learning it, you can see her business mind putting it together,” he said, indicating her analytical engagement with the game.
Public appearances of Swift with Kelce, such as at the Coachella Valley Music & Arts Festival in April 2023, and her regular presence at games have not only brought her into the Chiefs’ fold but have also symbolized a merging of pop culture with sports. This blending has proven mutually beneficial, enhancing fan engagement and bringing a fresh, enjoyable element to the viewing experience. Mahomes expressed appreciation for this dynamic, saying, “We like having that visibility. Football is inherently a tough sport but we desire to make it more enjoyable and engaging.”
At 28, Mahomes has already led the Chiefs to Super Bowl victories and is actively expanding his business portfolio, including owning Whataburger locations. He remains committed to his family and to achieving further success in the NFL.
Taylor Swift’s relationship with Kelce has not only brought her into the Chiefs’ community but has also acted as a catalyst for elevating the team’s profile internationally. This partnership has showcased the potential for increased fan engagement through celebrity involvement in sports, affirming the ‘Taylor Swift effect’ as a significant phenomenon in boosting the team’s global appeal.