Sportico: NFL's Taylor Swift Effect One Year In: The Pop Star Has Changed Sports by Jacob Feldman
- Carrie Potter
- Sep 24, 2024
- 1 min read
Updated: Aug 4
Featured Quote: “Not only are the statistics lining up in terms of the demographic that the NFL could go after, but it’s also that the women in those situations control purchasing power.”
September 24, 2024. “This missing piece was really 35-year-old women and below—the younger demographic—which is exactly in line with Taylor Swift’s fan base,” Rice University faculty and sport finance expert Carrie Potter said. “Not only are the statistics lining up in terms of the demographic that the NFL could go after, but it’s also that the women in those situations control purchasing power.”
“What we’re learning is … not just that these young women are there because Taylor Swift is there, or they’re buying jerseys because Taylor Swift is wearing them, they’re actually now becoming introduced to the game and there’s a stickiness to it,” Potter said. “If the NFL product is so good, and the women are tied to not just the Taylor Swift effect, but that brings them into the fold and now they stick as a fan, and they stay engaged throughout the different life cycles, then it can only add growth to the NFL and their marketing and branding and sponsorship power.”
