The Taylor Swift – Travis Kelce relationship is like two different and unique galaxies on opposite sides
Think about it for a moment…
The National Football League (NFL) is one of the most important and prestigious assets in the entertainment industry and for that matter, the world. Its fanbase is one of the most desirable to advertisers and their buying power is immense. Changing the way it operates and having it pivot toward becoming more inclusive of “Swifties” is unprecedented.
Think about it for a moment…
Taylor Swift is certainly in the conversation as the most important and prestigious asset in the entertainment industry and for that matter, the world. Her latest tour has generated more than $1 billion and the movie of the tour generated more than $100 million in pre-sales even before it was released. Her fan base is one of the most desirable to advertisers and their buying power is immense. Changing the way the Taylor Swift economy operates and having it pivot toward becoming more inclusive of “NFLers” is unprecedented.
According to Apex Marketing, an organization that specializes in advertising and branding services, Taylor Swift’s two appearances at NFL games in Kansas City and then New York have created something they term as an equivalent brand value of $122 million.
This “equivalent brand value metric” measures value across all social media, TV, radio, digital news, and print news. The $122 million figure was from Sept. 24, the day before Swift’s first Chiefs game, to Oct. 6. Swift was shown on camera sitting next to Travis Kelce’s mother and then yelling in excitement when Kelce scored a touchdown during the Chiefs’ domination of the Chicago Bears. In a now famous viral video clip that was very well staged, the two were seen exiting the stadium together.
Think about the Marketing Return on Investment. Marketing ROI is defined as the net profit driven from Marketing divided by the investment in marketing. When the investment in marketing is basically zero and the return is in the hundreds of millions, the ROI is approaching infinity!
The Quantifiable Business Acumen Impact of Taylor Swift’s Impact on the NFL
From a business acumen perspective, Swift’s impact on the NFL has been profound. Consider the following:
Why it Matters
The cataclysmic intersection of two entertainment universes that have lived independently is unlike anyone has ever seen because:
In summary, the Travis Kelce – Taylor Swift relationship is both fun and big business. There are some fascinating new and interesting business acumen insights that can be learned and perhaps applied to other business models.