As one of the leading pop icons globally, she has significantly influenced the surge in female fans for the Chiefs over the past year. Team president Mark Donovan noted that 57% of the fanbase is comprised of women and girls, largely attributed to Swift, who is currently in a relationship with star tight end Travis Kelce. This figure marks an increase from when Swift began attending NFL games, where the demographic was closer to a balanced 50/50 split, which is slightly higher than the league average of about 46%.
“It grew about 6-7% in the last year or so, and you can directly attribute that to her,” Donovan stated 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 dating Kelce this year, is skillfully navigating her support for her boyfriend while simultaneously fulfilling her commitments for the ongoing Eras Tour, which is set to conclude next month. She did not attend the Chiefs’ recent game, where their undefeated record ended with a 30-21 defeat against the Buffalo Bills in Orchard Park, N.Y. Due to security concerns, she reportedly will not be present at road games this season.
Despite her absence, the game still achieved the highest viewership figures for a non-playoff NFL game in 17 years, attracting 31 million viewers on CBS. This statistic illustrates the Kansas City fanbase’s growth, bolstered by the presence of one of the world’s most recognized entertainers.
While the Chiefs have historically engaged a higher percentage of female fans compared to the overall league average, Swift’s involvement has amplified this momentum and coincides with the NFL’s initiative to enhance female viewership of the sport. Her consistent appearances at games have helped the team gain national visibility, something often elusive for teams in smaller markets, injecting her international fame into the 33rd-largest designated market area in the nation.
“It gets overlooked that we’re No. 1 in the league in TikTok, Instagram and growth of followers,” he mentioned. “You have to think about that broader picture. It’s easier for LA, Chicago, and New York to have more followers. … We’re bigger than other teams in worldwide TikTok followers.”
The Chiefs have consistently seen an upward trend in attracting female fans to buy tickets, merchandise, and engage with the team’s social media platforms. Donovan acknowledges the difficulty in pinpointing how much of this surge is specifically related to Swift, as opposed to established stars like quarterback Patrick Mahomes, Kelce, or others contributing to the team’s successful run as they pursue their third consecutive Super Bowl victory.
“We’ve been on an upward trend before Taylor, and then obviously with the success of the team, being in four of the last five Super Bowls, you’re going to grow that way too,” Donovan remarked.
The future of the 35-year-old Kelce, who signed a new two-year contract in April, remains uncertain. His older brother, Jason, concluded his career last season after a 13-year tenure with the Philadelphia Eagles. However, the team is currently maximizing the potential of the tight end’s relationship as long as he continues to shine alongside Mahomes.
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