Whether you like it or not, Taylor Swift content continues to absolutely crush for the National Football League. Her attendance at Thursday’s game between the Chiefs and Broncos may not have been the biggest storyline of the night, like it was when she pulled up to Arrowhead Stadium and Sunday Night Football, but that doesn’t mean there was a lack of interest.
In fact, there was more interest in Swift on social media than in the football game. Check the numbers!
All of the coverage surrounding Swift while she was in New Jersey led to some backlash among NFL fans who take life way too seriously. Even Travis Kelce went so far as to say that it is just a bit too much. Giants fans loudly booed every time that Swift’s Eras Tour movie trailer aired during the game.
In spite of the angry and bumptious haters, the NFL continues to promote Swift. Why?!
Engagement!
Beginning with Patrick Mahomes’ arrival at 5:31 p.m. ET, the National Football League’s official account posted 30 times about the game between Kansas City and Denver on X, formerly known as Twitter. One of them was about Swift. The other 29 were not.
On average, the other 29 posts received an average of 593,731 views as of 11:00 a.m. ET on Friday morning. That includes video of a moment of silence for the victims of the terrorist attacks in Israel, which received 1,000,000 views. No other posts received 1,000,000 views or greater.
Except the one that included Swift, who was rocking a jacket from Erin Andrews’ clothing line. 4,000,000 (!!) people viewed the one single video in the same timeframe as the other 29— nearly four times as many.
The Kelce/Swift connection is an absolute gold mine for the NFL, and the league would be silly not to tap that well until it runs dry. Its single post about the international superstar out-performed its second-highest performing clip fourfold.