As a prominent global pop figure, she has played a crucial role in boosting the number of female supporters for the Chiefs over the past year. Team president Mark Donovan pointed out that women and girls now make up 57% of the fanbase, a significant rise that can be largely linked to Swift, who is currently dating star tight end Travis Kelce. This marks an increase from the demographic’s previous more balanced 50/50 split when Swift first started attending NFL games, which is somewhat above the league’s average of approximately 46%.
“It grew about 6-7% in the last year or so, and you can directly attribute that to her,” Donovan shared in an interview. “The best thing about that relationship is that she’s an authentic member of Chiefs Kingdom. It’s not for show; she’s a real fan. … She doesn’t have to travel from Asia to come back to a game. Obviously, she’s in a relationship, but she’s a real fan. That matters, and I know it matters to our fans.”
Swift, who began her relationship with Kelce this year, is skillfully balancing her support for him while also fulfilling her obligations for the ongoing Eras Tour, which is slated to conclude next month. She did not attend the Chiefs’ recent game, which ended their undefeated streak with a 30-21 loss to the Buffalo Bills in Orchard Park, N.Y. Due to security concerns, she reportedly will not participate in road games this season.
Despite her absence, the game still achieved the highest viewership numbers for a non-playoff NFL match in 17 years, pulling in 31 million viewers on CBS. This statistic underscores the growth of the Kansas City fanbase, fueled by one of the world’s most recognizable entertainers.
While the Chiefs have always engaged a larger female fanbase compared to the league average, Swift’s presence has heightened this trend and aligns with the NFL’s efforts to boost female viewership. Her regular appearances at games have significantly raised the team’s national profile—something often challenging for franchises in smaller markets—infusing her global fame into the 33rd-largest designated market area in the U.S.
“It gets overlooked that we’re No. 1 in the league in TikTok, Instagram, and growth of followers,” he continued. “You have to consider the broader picture. It’s easier for LA, Chicago, and New York to have more followers. … We’re outpacing other teams in worldwide TikTok followers.”
The Chiefs have consistently experienced an upward trajectory in attracting female fans who are interested in purchasing tickets, merchandise, and engaging with the team’s social media. Donovan recognizes the challenge of determining how much of this recent influx is directly tied to Swift, versus other notable players like quarterback Patrick Mahomes and Kelce, who are also integral to the team’s strong performance as they aim for their third consecutive Super Bowl title.
“We’ve been on an upward trend before Taylor, and with the team’s success, having reached four of the last five Super Bowls, that growth is to be expected,” Donovan commented.
The future of 35-year-old Kelce, who signed a two-year extension in April, remains uncertain. His older brother, Jason, wrapped up his career last season after a 13-year stint with the Philadelphia Eagles. However, the team is currently leveraging the potential of the tight end’s relationship, as long as he continues to excel alongside Mahomes.
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