When Tay Met Travis: A 'Love Story' That's Actually a Marketing Masterclass

A match made in Gen Z marketing heaven.

The Kansas City Chiefs eeked out a win over the New York Jets on Sunday night, but very few people were actually paying attention to Pat Mahomes' two sacks or Zach Wilson's earnest attempt to get his team the W.?

Their eyes were fixed on the skyboxes atop MetLife Stadium to catch glimpses of Taylor Swift cheering for her maybe-boyfriend, tight end Travis Kelce. And the cameras were more than happy to oblige, constantly cutting to Swift cheering among friends.

It's adorable watching an international superstar earnestly rooting for her beau with her signature "who me?" facial expressions, isn't it?

That's exactly what she — and the NFL — are banking on.

Sunday night's game made it more apparent than ever that Swift and Kelce's budding relationship is the best marketing campaign ever.

And we're eating it up.

The seeds of the tabloid-ready romance were planted when Swift's Eras Tour stopped at Kansas City's Arrowhead Stadium in July. Kelce attended the show and later said on his podcast that he was "a little butthurt" he didn't get to hand her a bracelet he personalized with his phone number.

For the uninitiated, Swifties have spent the summer making friendship bracelets ahead of each Eras concert stop to hand out to other fans.?

"I was disappointed that she doesn't talk before or after her shows because she has to save her voice for the 44 songs that she sings," Kelce said on his podcast New Heights with Jason and Travis Kelce.

That comment set the rumor mill on fire, with coverage in every major publication and social media. The "Are they or aren't they?" questions intensified for weeks before a beaming Swift sat alongside Kelce's mother during the September 24 Chiefs win against the Chicago Bears.?

She even ate a piece of chicken with a dollop of ketchup and seemingly ranch dressing.

Wherever Swift goes, dollars follow.?

In June, market research firm QuestionPro estimated that her tour could boost the worldwide economy by a staggering $5 billion.?

According to Pollstar, the Eras Tour has grossed more than $300 million so far, with more than 1.1 million tickets sold at an average price of $253. Many fans are paying way more than that for event admission and are doling out an average of $1,300 to attend between hotels, food, travel, and outfits.?

Seventy-one percent said it was worth the hefty hit to their bank accounts, and 91 percent said they'd do it all again.

A large portion of Gen Z is now entering the workforce and willing to spend their discretionary income on experiences. The NFL — coming off a disappointing 2022 season — wants those eyeballs to help boost advertising dollars and the bottom line, and the Swift-Kelce obsession is enabling them to do just that.?

Roku TV data shows that the Chiefs vs. Bears matchup saw a 63% increase in female viewers between 18 and 49 over the prior week's game against the Jacksonville Jaguars.

The game reached 10.2 million adults, a 61% increase overall.

Kelce's Number 87 jersey sales are also way up, as is revenue from third parties looking to cash in with apparel emblazoned with the memes.

And Heinz is even releasing a new sauce called "Ketchup and Seemingly Ranch."

Could I just be cynical, and this is all a legitimate romance that the NFL is conveniently capitalizing on with heart-shaped emojis sliders on streaming services and Taylor Swift song features before games?

Sure.

Swift's whole Reputation is built on her loud-and-proud relationships with famous men like Jake Gyllenhaal, Calvin Harris, Harry Styles, and Tom Hiddleston. However, she's a lot quieter about her private life these days, and I have a hard time believing an older and wiser Taylor is returning to the carefree days of her youth.?

But what's more likely is that there's a giant marketing play here, and we're lapping up every minute of it. Kelce even sort of admitted it.

"We script it all ladies and gentleman," he joked on his podcast. "It was impressive."

What I do know for sure: Business schools are undoubtedly working on the curriculum for courses on Taylor's marketing tactics for the spring semester.

Now, if you'll excuse me, the sweatshirt I ordered that says "World's Biggest Fan of Taylor Swift's Boyfriend's Team" just arrived.

Photo Credit: Eva Rinaldi/Flickr via Creative Commons License