The Swift Effect

How could a woman change men’s football?

All she did was show up to support her boyfriend, Travis Kelce.

That someone was Taylor Swift.

Now Brazilians, both men and women, are football fans for the very first time.

Kelce’s Instagram skyrocketed from 2.7 to 6.7 million followers and his jersey sales jumped 400%, making it one of the top five selling jerseys in the league.

The NFL’s TikTok reported that over 50% of its new followers are female.

Other teams are cashing in on the the Swift effect, holding “Eras Tour” nights at universities from Utah to Hawaii.

And it’s not just football teams, but men’s basketball teams, too!

The director of a Kansas basketball team remarked, “We definitely reached an entirely different market. To see all of them out here, just enjoying the game, it was fun.”

All the marketing dollars in the world could never have propelled the game like Taylor Swift.

It may just be a lesson that showing up with love and authenticity is what attracts the human spirit.