While the NFL has made attempts in recent years to increase non-male engagement with their product, few of their attempts have borne fruit. Despite an increase in female coaches throughout the league and the league itself sponsoring a women’s flag football program, engagement amongst female viewers has remained somewhat stagnant. According to a survey conducted by Statista, only 24% of women surveyed considered themselves avid fans of the sport, and 42% claimed that they were not fans at all. Such statements contrast with the male response to the survey, in which 51% of those surveyed claimed to be avid fans, and only 19% said that they were not fans at all.
Then, the answer fell in the NFL’s lap — who better to boost viewership across the board than the most powerful woman in all of entertainment?
Since Taylor Swift went public with NFL superstar tight end Travis Kelce in 2023, female NFL viewership has shot into the stratosphere. According to IDX, women have been watching the NFL at rates not seen since 2000. Additionally, a Bears-Chiefs game in September 2023 — which Swift attended — saw a colossal 63% viewer increase amongst the female demographic.
T-Swizzle’s presence has yielded massive off-field success for Kelce as well, as evidenced by his jersey sales increasing by 400%. Kelce’s Instagram following increased by 300,000 the week after Swift attended the Bears game. It’s clear that Swift’s sheer presence in the NFL world has been a windfall for all parties involved.
Now, the prospect of Swift performing at the Super Bowl Halftime Show looms large. While Swift has previously declined opportunities to headline America’s largest sporting event, her involvement with the NFL could theoretically result in her performing at the event down the line. It is estimated that the event would generate over $1.3 billion in revenue and would be seen by upwards of 140 million people.
For the NFL, the goal is to keep Taylor Swift engaged with the sport, turning her legions of female fans into football fans. If the relationship between the two grows, it could culminate in one of the biggest live events in entertainment history.
While Swift being involved with the football scene has had a slew of positive effects, some football purists believe her presence takes away from the experience of the game. Kansas City Chiefs Head Coach Andy Reid has come out in support of both Kelce’s slow start and Swift being a diehard fan. Celebrities across the entertainment industry have also come to the defense of the couple.
In essence, the idea of Swift being a distraction is the heart of the argument against her being shown on TV broadcasts and getting media attention. While the argument may seem harmless, it is indicative of the presence of sexism in the male-dominated football culture.
Fans may be grossly overestimating the amount of time she gets on screen. A New York Times article from earlier this year estimates that Swift only receives about 30 seconds of screen time in a regular game, which usually lasts anywhere between 3 and 4 hours. While these numbers were bigger in the Super Bowl, the amount of time Swift gets is largely dependent on Travis Kelce’s performance on the field.
When the NFL media account posted a 2024 preview hype video on social media that featured Swift, the conversation of her overarching presence in the league’s image was reignited. When fans were critical of the video, former wide receiver and current NFL media personality Nate Burleson responded, saying, “Wipe the drool off your tank top, put some pants on, and get out of your momma’s basement!”
Burleson’s sentiment paints a colorful picture of Taylor Swift haters, and while there may be some exaggeration, it can’t be too far from the truth. Fans who continually harp on the fact that Swift’s presence is an annoying distraction are the real problem. The complaints of these fans furthers the idea that the NFL has no place for women — a sentiment that is incredibly damaging to the enjoyment and legacy of the game. As the NFL pushes the sport to be more inclusive, this seemingly sexist discourse should have no place in the sport.
Contact Mac Ribner and Ben Petteruti at ribner@oxy.edu and petteruti@oxy.edu
