Back at home Swift’s boosting the NFL’s female fanbase

Among the people reaping the benefits of the ‘Taylor Swift effect’ back in the U.S. is the National Football League (NFL), which has reportedly seen a spike in viewership thanks to Swift’s new relationship with Kansas City Chiefs football player Travis Kelce. A Kelce game the star attended in October drew 27 million viewers, NBC Sports reported — the biggest audience for a Sunday show since the last Super Bowl. Viewership among women and girls, in particular, saw a boost — audiences whom the NFL has long attempted to attract. “Taylor Swift’s stature is such that when she does something, people follow,” a marketing professor told Yahoo Finance. “She’s influencing a group of people and those people are influencing each other and other people. There’s a network effect that’s at play.”