Travis Kelce is one of Taylor Swift’s most public relationships ever, when both of them are not shy about appearing together at events. Taylor Swift has repeatedly supported Travis at his American football matches. The male player also took the time to watch her shows, even going on stage to perform with her. On the soccer field, Travis “heartbroken” Taylor after a stressful scoring performance, and Taylor was guessed by fans to compose love songs for Travis – the reason it’s called a guess because the blonde singer usually doesn’t mention it. opponent’s name in the song.

Travis Kelce benefits from Taylor Swift’s strong influence

On one side is a world-famous music star. On one side is the superstar scorer for the Chiefs team. Although Taylor Swift and Travis Kelce’s relationship is beneficial to both parties, the balance is clearly in favor of Travis.

Sports in general and rugby in particular have relatively fewer female fans than male fans. Travis’ acquaintance with Taylor helped him reach a new audience, mainly women.

Sports website Front Office Sport noted that data shows that the number of female viewers increased by 9% during this year’s American football season. Front Office Sport also stated that Taylor Swift has increased the brand value of the NFL and the Kansas Chiefs team by $330 million.

Meanwhile, Fanatics site said that since meeting Taylor Swift, Travis Kelce has sold more merchandise. T-shirts with his players’ names and numbers have been sold 400% more than before he met the Texas-born female singer.

The NFL takes advantage of the “human branding” strategy

With the public relationship between the female singer and the athlete, many brands have taken advantage of their “viral” status to expand their market in a “human branding” way.

Human Branding is roughly translated as a method of communication and advertising that associates the name of a character with a brand. Using a character as the focus of an advertising strategy helps the brand become closer to the audience. This is also the reason why brands or companies often invite a star to be a brand ambassador.

The NFL’s media team has recognized the power of the Taylor – Travis duo and used it to promote their strategies. When Taylor first appeared publicly at the game, NFL websites released a post welcoming her into “Chiefs Kingdom,” thereby also creating a sense of welcoming her fans to the sport. This.

Or, the NFL league’s X/Twitter page even changed their bio to “NFL (Taylor’s Version)”, referring to how Taylor Swift re-recorded all of her albums to fight Scooter Braun, who bought the songs. her previous recordings. The word play of NFL makes this football league closer to Taylor Swift fans.

Similarly, it’s been reported that Taylor Swift likes to snack on a signature Heinz sauce at Travis’ matches. Immediately, Heinz used this information to launch a special, limited edition sauce to attract Taylor’s fans.

On the personal side, both Taylor and Travis have addressed each other in a subtle, yet clear, way. The singer used a celebratory move often seen at rugby matches called swag surfing into the choreography of her music tour The Eras’ Tour. At the same time, Travis also used her familiar gestures, using both hands to make a raised heart shape, in his victory celebrations. This makes many fans and viewers curious every time it is used.

It can be seen that the relationship of Taylor Swift and Travis Kelce is not only beneficial for their private lives, but also beneficial for their communication strategies and brings extremely strong influence.

“Curse” of players and stars

A few people once thought that Taylor could cause Travis’ career to decline due to a “curse”. This curse was most noticed when Serena Williams and male rapper Drake started appearing together. During this period, she lost in the semifinals of the 2015 US Open even though she was predicted to have a high chance of winning.

However, the worries of rugby fans were soon quelled when Travis Kelce’s match data was released by Betway based on the index on the official website of the NFL tournament. The Kansas Chiefs football team’s winning rate is at 75% compared to 66.7% without Taylor Swift appearing. In addition, his passing distance in the air also increased by 58%.

The above numbers show that Travis Kelce seems to have everything when he meets Taylor Swift, because his love path is favorable and his career path is also open. It’s not the “curse” that Travis is suffering from, but instead the “Taylor effect.”