The first time Taylor Swift showed up to watch and support her boyfriend Kansas City Chiefs player Travis Kelce, the entire world was astounded to even see the singer in a VIP suite at an NFL game, but now, they expect her to be there.
According to reports, the "Blank Space" singer has generated an equivalent brand value of $331.5 million for the NFL and the Chiefs by simply showing up.
Every so often, the cameras would swivel to capture Swift's reactions while her boyfriend work his magic on the football field, and it has garnered not just brand revenue, but the ire of several football fans.
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While many football fans complained that there should be less screentime of the "Look What You Made Me Do" singer, the NFL thinks otherwise.
"We frequently change our bios and profile imagery based on what's happening in and around our games, as well as culturally," the league commented about the issue.
"The Taylor Swift and Travis Kelce news has been a pop cultural moment we've leaned into in real time, as it's an intersection of sport and entertainment, and we've seen an incredible amount of positivity around the sport."
This is a sentiment that is echoed by the Chiefs' owner and team CEO Clark Hunt: "It's been a very interesting, very fun year having the two of them dating, the attention that's been focused on the Chiefs."
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Taylor Swift Reacts to the 'Dads, Brads, Chads' of NFL
For Swift, on the other hand, the cameras seem to just follow her everywhere and she has simply learned to accept it.
She did address the hate she has been receiving as of late in her interview with TIME for her Person of the Year cover story: "I'm just there to support Travis."
"I have no awareness of if I'm being shown too much and pissed off a few dads, Brads, and Chads," she said.
Swifties are ecstatic that Swift has been making appearances at the NFL games to watch Kelce; they were not surprised to hear about how much revenue the singer is bringing into the NFL by doing so.
"The music industry, the film industry, and now the sport industry... Taylor Swift is THE INDUSTRY, PERIOD."
"Not her fan but girl moves the economy."
"And American football became relevant outside of the US. HER IMPACT IS UNMATCHED."
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