Taylor Swift impact on NFL games, super bowl and consumer spending

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Small businesses know the power of Taylor Swift all too well.

That’s why, ahead of Super Bowl LVIII, they’re planning special events and promotions for their fans. As Swift’s boyfriend Travis Kelce is playing as tight end for the Kansas City Chiefs, the singer is expected to attend the big game just after she finished her final show in Tokyo for the Eras Tour. And that means this Super Bowl could be far bigger than originally expected.

While a report from the National Retail Federation shows an anticipated 200.5 million viewers for the game, Swift’s rumored attendance is likely to bring a larger audience. After all, female viewership of NFL games has increased by more than 2 million since Swift’s first game appearance, according to NBC.

“I think it’s going to set a record this year,” says Albert Romano, chairperson of advertising and marketing communications at the Fashion Institute of Technology. “It’s going to have a big effect on the Swifties.”

The NRF anticipates a $17.3 billion total consumer spend on the 2024 Super Bowl–with an average household spend of $86.04. With 80 percent of that going to food and beverage purchases, bars and restaurants are working to appeal to Swiftie clientele.

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