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The Taylor Swift-Travis Kelce Pairing is Even Giving Bookies a Boost

Baystreet - Mon Oct 23, 2023
The National Football League (NFL) is the most popular sports league in the United States. The February 2023 Super Bowl between the Kansas City Chiefs and the Philadelphia Eagles brought in over 115 million viewers. That made the Chiefs-Eagles Super Bowl the most watched Super Bowl in the history of the NFL. This also made the game the second most-watched broadcast in the history of U.S. television, behind only the Apollo 11 Moon landing.

These numbers illustrate the remarkable cultural impact of the NFL. The brand of the league has been a beneficiary of the pairing of pop superstar Taylor Swift with Kansas City Chiefs All-Pro tight end Travis Kelce. Sales of Kelce’s jersey have soared since Taylor Swift appeared at a week 3 home game against the New York Jets. Viewership among teen girls aged 12-17 surged 53% compared to the season-to-date average on Sunday Night Football. Overall ratings were also up 22% compared to the prime-time game from the prior year.

The Swift-Kelce pairing has been a brand match made in heaven for the NFL. Not only has the all-star pairing drawn in millions more eyeballs, but it has also had an impact on betting markets. Sports betting promotion has become the bread-and-butter of major North American sports leagues since the Supreme Court struck down a federal ban on single-game sports betting back in 2018. The NFL is the most gambled on pro sports league in North America.

DraftKings (NASDAQ:DKNG) recently reported that the dollar value bet on Travis Kelce’s early October Sunday performance was twice his previous two games combined. The power of the pairing to generate revenue for the NFL and its partners is undeniable, and well worth monitoring for investors who have stake in sports betting companies.

Provided Content: Content provided by Baystreet. The Globe and Mail was not involved, and material was not reviewed prior to publication.