By HOWARD FENDRICH | AP National Writer
The National Football League (NFL) wants to take advantage of the recent public fascination with Taylor Swift and Travis Kelce, but it’s important to note that the league doesn’t claim credit for the buzz surrounding the pop star and the Kansas City Chiefs tight end. According to league spokesman Brian McCarthy, the NFL had nothing to do with the “Tay Tay and Trav” storyline that has captivated fans of both Swift and football. Although both Swift and Kelce have remained tight-lipped about the nature of their relationship, Kelce did admit that everyone seems to be enjoying the attention.
While the NFL and its TV partners are eager to capitalize on this “situationship” and gain new fans, particularly among Gen Z and women, marketing experts are skeptical that it will significantly impact the sport in the long term. “There will not be a ‘Pre-Taylor Swift Era’ and a ‘Post-Taylor Swift Era’ for the NFL. It’s a momentary fascination,” said Rebecca Brooks, founder and CEO of Alter Agents. She believes that while people may be interested in seeing Taylor at a game, it won’t fundamentally change their perception of football.
However, the NFL still wants to be part of the excitement. A team of social media experts is monitoring the situation and identifying opportunities to engage with fans through memes and trends. Ian Trombetta, the NFL’s senior vice president of social, influencer, and content marketing, recognizes that this crossover between pop culture and sports has created a positive buzz and attracted new fans, especially young women. The league hopes that these newly interested fans will continue to support the NFL in the future.
While the NFL has made efforts in recent years to attract women fans, it hasn’t always been successful due to negative incidents involving domestic violence, misogyny, and sexual harassment within the league. However, the association with Taylor Swift, known for her advocacy of female empowerment, could help improve the NFL’s reputation. Swift’s massive following and Kelce’s status as one of the best players in the league make this celebrity-athlete pairing particularly powerful.
It’s important for the NFL to seize these opportunities for broader exposure, especially since competition for viewership is intense. Marketing expert Joe Favorito believes that professional sports should strive to engage a wider audience. However, Rebecca Brooks warns that authenticity is crucial, especially when targeting the Gen Z cohort. The NFL must be careful not to come across as self-serving or cringeworthy when trying to capture the attention of this demographic.
In conclusion, while the NFL is eager to embrace the Taylor Swift-Travis Kelce “situationship” to attract new fans, experts caution that the buzz surrounding it is likely to be temporary. However, the league still views this as an opportunity to engage with fans, particularly women and Gen Z, and hopes that the excitement will help shape a positive future for the NFL.
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