Date of Graduation
5-2024
Document Type
Thesis
Degree Name
Bachelor of Science in Business Administration
Degree Level
Undergraduate
Department
Marketing
Advisor/Mentor
Harris, Flint
Abstract
Big reputation. Two words that perfectly define the twelve-time Grammy award-winning, and Time’s 2023 Person of the Year, Taylor Swift. Swift had a monumental year in 2023. Her Era's tour is going down in history as one of the biggest tours to date. Swift is one of the most decorated music artists of all time. Swift’s love life had been kept quiet for the past few years until her recent relationship with football star Travis Kelce made headlines on the news. Kelce and Swift have taken the National Football League (NFL) and Swifties by storm, transforming the business and viewership of the Kansas City Chiefs and the NFL as a whole. It should not be surprising, given her popularity, but Swift is making the most popular sport in America even more popular. This paper will show how one of the most influential women in the entertainment industry has brought in new demographics of fans into a male-dominated industry, proving how one woman can affect the business of the NFL, specifically the Kansas City Chiefs, and the revenue streams surrounding both.
Keywords
Taylor Swift; NFL; Travis Kelce; Taylor and Travis
Citation
Baron, M. (2024). The Swift Effect: How Popstar Taylor Swift has Brought Business and Viewership to the National Football League. Marketing Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/mktguht/85
