May 21, 2024
The Association of Rice Alumni’s Brains in a Bar series mixes socializing and learning in a fun and casual environment nationwide. Brains in a Bar is an excellent opportunity to catch up with fellow Owls, have a drink and hear from a lineup of incredible Rice faculty and staff. Potter was featured on May 21, 2024 to discuss her version of the Taylor Swift Effect-NFL Edition. Presentation slides may be viewed here.
February 8, 2024
Rice sports finance expert examines ‘the Taylor Swift effect’ at Super Bowl LVIII and how the NFL is targeting women by Amy McCaig
Taylor Swift and Travis Kelce are all anyone is talking about heading into Super Bowl weekend, but how is the pop superstar affecting the National Football League ’s bottom line as legions of ‘Swifties’ become football fans?
Sports finance expert Carrie Potter, an expert on the topic and lecturer in the Rice University Department of Sport Management, is available to discuss Swift’s impact on the NFL. “The Taylor Swift effect is dominating headlines this week as Super Bowl LVIII approaches,” Potter said. “Her influence has created record shattering revenues for the NFL, the Kansas City Chiefs and Travis Kelce, in addition to attracting an entire new genre of fans to the sport. A study in 2021 by the SSRS Sports Poll confirmed that 46% of the NFL fan base was female, the highest of any professional sports league in the U.S. With the Taylor Swift effect, there is no doubt that this percentage now well exceeds 50%.”
But who are Taylor Swift’s fans? According to Viberate, 78% are between the ages of 18-34 and more than 60% are female. “When you pair this with the fact that 85% of all purchasing power is controlled or influenced by women and that the Super Bowl is known notoriously as the biggest day of the year for advertisers, any ‘Blank Space’ that remained in the NFL sphere is now full of new female fans who will watch or attend the game, cheer loudly at every camera pan to Swift and drive record shattering revenues for the weekend that will grow the NFL’s bottom line and strengthen its position as the most valuable sports league in the world,” Potter said.
From a financial and fan growth perspective, Potter said the NFL fans with “Bad Blood” would be well advised to “Shake it Off” because the Taylor Swift effect is benefiting everyone in sports.
In addition to serving on Rice’s faculty, Potter is a financial, business and strategic advisor to professional and retired athletes.
To schedule an interview with Potter, contact Amy McCaig, senior media relations specialist at Rice, at 713-348-6777 or amym@rice.edu .
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