Is the buzz around Taylor Swift and Travis Kelce still going strong? Did they break the internet?
Some may say the hype is over, let’s move on. Others, like me, can't get enough of watching their love story unfold.
Record breaking NFL viewership, increases in ticket sales and social media follower growth all point to an engaged customer fan base, but are also a true testament to what an internet breaking couple like Travis and Taylor can accomplish. The “Tayvis” phenomenon demonstrates how pop culture moments can fuel unprecedented marketing success.
This couple has seamlessly bridged the gap between sports and the entertainment industry, creating many iconic pop culture moments. This connection has provided a fun diversion for some fans but also has brought appeal to both casual fans and die-hard NFL enthusiasts. Whether you watch football every Sunday or have no clue how the game works, the hype around the couple was hard to miss.
And no wonder: it has undoubtedly been profitable for the NFL and has been a marketing goldmine. Ultimately the numbers speak for themselves, and they are quite impressive.
- Travis Kelce’s jersey sales increased 400% which put him in the top 5 players in the NFL.
- StubHub noted an almost three-times jump in ticket sales for Chief home games.
- According to Nielsen, there was a 9% increase in female viewership, the highest record female viewership since the league began keeping records in 2000.
- After Taylor’s first appearance at a Chiefs game, the organization gained 200,000+ followers across all social channels.
- According to Taboola, Swift and Kelce have been dominating the most-read-about entertainment topics: Taylor Swift was the #1 entertainment story and Travis Kelce was #2.
These statistics are more than just numbers, the Kelce and Swift partnership has built a deeper connection and loyalty within the fan base. Their relationship has become a powerful marketing tool, turning their personal life into content that drives discussion, memes and marketing materials. Their relationship has also had a huge impact on consumer behavior. Fans are using social media to engage in trends and discuss everything from Taylor's iconic Era’s tour to Kelce’s sports career in both entertainment and sports merchandise.
But this didn’t all just happen. While, sure, the Chiefs and the NFL did luck into the pop star dating one of their players, both organizations also seized the moment. No fewer than 10 articles featured on NFL.com feature Swift, and she was shown between 5-7 times per broadcast during playoff games in the 23-24 season. Both the Chiefs and the NFL have posted about Swift on their social channels, as recently as this season. The Chiefs even held a friendship-bracelet-making-booth at their World’s Largest Tailgate. Fueling the hype has ensured the pop culture moment turned into real, monetized success.
Despite the profitability and new fans, some NFL supporters are frustrated and want to keep football, football. Dedicated fans believe the focus should remain on the sport itself and not be overshadowed by celebrity influence. They are unhappy with the increasing crossover of entertainment and sports.
It begs the question: Is it worth it to frustrate your main audience by catering more to what appeals to a secondary audience?
Whether or not you are tired of this duo and all the chatter that surrounds them, we can all agree that one cultural phenomenon can impact brands significantly. What has happened to the Kansas City Chiefs Organization and the NFL is quite remarkable and will go down in marketing history.
The key takeaway here? When pop culture breaks the internet, it presents a golden opportunity for marketers. As long as Taylor Swift remains one of the world’s top artists and she and Travis stay together, brands are going to continue to want to be a part of their love story.
If you need help making the most of a pop culture opportunity quickly, give us a shout. We can help your brand turn the moment into marketing success.
