The NFL, the leading American football league in the United States, found an unusual way to expand its audience and generate revenue: singer Taylor Swift. Since she began publicly dating Travis Kelce, tight end for the Kansas City Chiefs, in September 2023, Swift has regularly attended the team's games, and the fans' reaction was immediate.
The singer's presence in stadiums not only attracted media attention but also had a direct impact on the league's finances. According to estimates by Apex Marketing, between September 2023 and the end of the 2024 season, the “Swift-Kelce influence” generated approximately US$1 billion in media value—around R$5.4 billion—reflecting the NFL's additional exposure and the increase in public interest in the sport.
Beyond the financial figures, there was a noticeable change in the audience profile. The NFL observed significant growth in the number of female fans, especially among teenagers and adult women. Among teenagers aged 12 to 17, the increase was 8.1%; among women aged 18 to 24, it was 24%; and among women over 35, an impressive 34%. This growth shows how the presence of a popular figure from outside the sport can attract new audiences and diversify the league's traditionally male fan base.
The effect was also reflected in sales of official merchandise. After Swift and Kelce announced their engagement in August 2025, sales of the player's jerseys rose by 200%, reaching their highest volume since the previous Super Bowl, held in February of the same year. Jerseys, accessories, and other items connected to the player became highly sought after, turning Kelce's visibility and his connection to Swift into a genuine commercial phenomenon.
NFL Will Hold a Game in Brazil for the Second Time
Brazil will once again host an official NFL regular-season game. On September 5, the Los Angeles Chargers will play the Kansas City Chiefs at Arena Corinthians. The Corinthians stadium had already hosted the first official NFL game in South America in September 2024, a matchup between the Philadelphia Eagles—who would later become Super Bowl champions—and the Green Bay Packers. For the 2025 edition, the Los Angeles Chargers will be the home team.
All indications are that Taylor Swift will be in São Paulo to watch her boyfriend, Travis Kelce, in yet another game. Taylor is expected to watch her beloved from one of the stadium's suites. According to reports, the singer is expected to arrive in Brazil discreetly on a private flight to avoid crowds and ensure security.
