Taylor Swift's Chiefs love story fuels jaw-dropping NFL viewership surge outpacing Tom Brady and Patrick Mahomes
. For years, quarterbacks such Tom Brady and Patrick Mahomes have dominated the center stage. But something unexpected happened last year.
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The league suddenly saw a big jump in new fans and many of them were women.
This rise had nothing to do with a touchdown or a Super Bowl win. It had to do with someone not even in football — singer
. Now, experts say she may have changed the game in a way no athlete ever could.
Taylor Swift brings big changes to NFL, outshines Tom Brady and Patrick Mahomes in popularity impact
In February 2024, during Super Bowl LVIII held in Las Vegas, Marissa Solis, the NFL's senior vice president of global brand and consumer marketing, revealed a surprising fact. She said nearly 47% of the league's TV viewers were women, a huge jump from previous years. Solis credited Taylor Swift for this change. Taylor Swift has been dating
, the tight end for the Kansas City Chiefs, since September 2023.
Her many appearances at Kansas City Chiefs games made instant news on both TV and social media.
Even NFL legends and insiders could see the difference. Taylor Swift did not throw a football or score a touchdown, but her attendance has developed this new viewership, especially female viewership. Erin Andrews, talking during Fox Sports' Sunday in 2024, said,
'Our ratings are up for women, which is huge for us. America's Game of the Week is now one of the top-rated shows for women.'
Erin Andrews and Charissa Thompson say Taylor Swift made NFL more friendly for new fans
In a podcast episode aired in March 2024, Erin Andrews and co-host Charissa Thompson shared how Taylor Swift made the NFL feel more welcoming.
'It's cool,'
Andrews said.
'Women are less afraid to watch football now. Taylor helped with that.'
Charissa Thompson added
, 'We want all types of fans – new and old. And now, more women feel comfortable watching games.'
Taylor Swift's star power fueled this change that even surprised longtime NFL fans. Between September 2023 and February 2024, the Kansas City Chiefs may have experienced some of the highest female numbers of any viewership in the history of the NFL, particularly for the games Taylor Swift attended in person.
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