Fallston Group

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The Taylor Swift Effect: How the NFL, DraftKings, and Others Harnessed Taylor Swift’s Star Power

Today, very few brands hold as much influence and star power as Taylor Swift. With an ever-growing fan base, Swift has proven to be a game-changer in the music industry, sports, entertainment, and marketing. Swift’s remarkable effect on the NFL can be seen through her impact on Travis Kelce, a Kansas City Chief’s offensive superstar. But first, let’s take a look at the numbers:

  • Bears vs. Chiefs – Swift’s 1st NFL engagement – viewership (ages 18 – 49) increased by over 60%.
  • Jets vs. Chiefs – Swift’s 2nd NFL engagement – 17 televised cutaways to Swift; 2 commercials for Swift’s new movie.
  • Travis Kelce Jersey Sales – increased over 400% after the Bears vs. Chiefs game.
  • Kelce’s Instagram gained over 860,000 followers in the last 7 days.
  • The NFL’s official social media accounts posted about Swift over 30 times last week, resulting in more than 170 million impressions.
  • DraftKings “Feeling 22” prop bet featured Travis Kelce over a 22-yard reception.

Swift’s rise to worldwide fame is a testament to her immense talent as a musician and songwriter, but not to overlook her goodwill and clean reputation. Over the years, she has cultivated an exceptionally loyal fanbase, known as “Swifties,” who hang glom onto her every word. This level of devotion and influence extends far beyond the music industry, transcending into the world of sports and beyond. However, it all starts with Swift’s authenticity and credibility, enhancing the brands she associates with – we call this the halo effect. Known for her honest songwriting and genuine personality, Swift has fostered a deep connection with her audience. When she aligns herself with a brand, her fans view it as a sincere endorsement, increasing brand trust and credibility. This has value for those in her brand sphere.

Travis Kelce, a standout tight end for the Kansas City Chiefs, is one of the NFL’s most talented players. Beyond his remarkable on-field abilities, Kelce has become known for his vibrant personality and appearances at Swift’s concerts. By personally and publicly aligning himself with Swift, Kelce has tapped into her fanbase, boosting his own popularity and expanding his reach beyond the football field. Now, let’s just say for a moment that this is ‘love’, not ‘business.’ For the record!

Swift’s positive reputation exudes elegance, grace, and empowerment. By associating herself with brands that reflect similar values, she elevates their brand image in the eyes of consumers. Whether it’s fashion labels or charitable organizations, Swift’s positive aura enhances their reputation and strengthens their connection with consumers. The NFL, recognizing Swift’s influence and appeal, has cleverly leveraged her star power to enhance its brand, attract a wider audience, and increase valuation. Various teams have strategically used Swift songs in their promotional videos, engaging existing fans and intriguing new ones. By associating themselves with the highly successful superstar, organizations can tap into their dedicated fanbase and create a connection with individuals who may have previously been disengaged from the sport.

Expanding Brand Reach and Valuation:

Beyond the NFL, other organizations have also latched onto the Taylor Swift effect to boost their brand reach and valuation. Companies have utilized Swift’s songs in commercials, events, and social media campaigns to capture the attention of her millions of fans worldwide. The association with Swift instantly boosts brand visibility and credibility, enabling these organizations to tap into her immense influence and connect with new demographics.

By partnering with companies that align with her core values, Swift helps consumers build meaningful connections with these brands, ultimately making them more trustworthy and valuable. The relationship between Taylor Swift and organizations like the NFL is mutually beneficial. Swift gains exposure to new audiences who might not typically listen to her music, while organizations gain access to her vast fanbase. This symbiotic collaboration allows for increased brand recognition, market expansion, and, ultimately, increased overall valuation for all.

To reiterate, Taylor Swift’s enduring positive reputation increases the value of the brands she associates with. Through her authenticity, broad market reach, amplified brand image, emotional connections, and dedication to social impact, Swift has created a winning formula that brands eagerly seek out. As her career continues to flourish, Taylor Swift’s influence will undoubtedly shape the landscape of celebrity endorsements and contribute to the growth and success of these valuable brands. The Taylor Swift effect on individuals like Travis Kelce, the NFL, and various organizations is a powerful testament to her cultural influence and universal appeal. Swift’s music messages connect with millions of people, and organizations are wise to leverage her star power to expand their reach and increase their brand valuation. As her impact grows, it is clear that Taylor Swift’s presence will remain a force to be reckoned with in both the sports and business worlds.

The question becomes…what have you learned? And how can your brand be positively or negatively impacted by those people, places, and things you align with? Oh, and by the way, what is the net-net impact of the brands that align with yours? Yes, your orbit matters!

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