Definitive proof in the existence of a ‘Taylor Swift effect’ is difficult to pin down, but the NFL Players Association inserted some compelling evidence in its annual filing to the US Department of Labor.
Specifically, the union filing shows a 177-percent increase in group licensing and marketing income for Swift’s boyfriend, Kansas City Chiefs tight end Travis Kelce, who began dating the pop star at the onset of the 2023 NFL season.
In total, the three-time Super Bowl champion earned $2.4 million to rank fourth among NFL players in licensing income, which is generated by everything from video games, trading cards, and replica jerseys.
Kelce’s teammate Patrick Mahomes enjoyed a similar boost in 2023 as his group licensing and marketing income grew 53 percent to a league-high $3.6 million, according to Sportico.
So even though the Chiefs finished the 2022 NFL season with a Super Bowl title, both Kelce and Mahomes saw their royalties skyrocket in 2023 as Swift’s spotlight shined on Kansas City.
Tight end Travis Kelce, left, with quarterback Patrick Mahomes prior to a January playoff game
Taylor Swift and Brittany Mahomes react during a game between the Chargers and Chiefs
There are, of course, other examples supporting the existence of the Swift effect.
For starters, the Chiefs enjoyed a 34-percent increase in online fans this season.
As for the Super Bowl, CBS’ broadcast averaged 123.4million viewers – a record audience for a single network – as Swift watched Kelce win his third Super Bowl in five seasons in Las Vegas. It certainly helped that an estimated five million more women tuned into the game in February than watched the previous Super Bowl.
Former Giants quarterback Eli Manning told Good Morning America in November that the Taylor Swift effect is very much a real thing.
‘I think it makes it fun,’ Manning told GMA’s Robin Roberts. ‘I have three daughters, 12, 10, and 8. When the Chiefs are playing, they are watching that game and looking for Taylor. It makes them enjoy the games and get into it.’
And Manning hasn’t noticed any downside for Kelce, who has been under increased media scrutiny since he began dating Swift.
‘I think he is handling it very well,’ Manning said. ‘You’re dating maybe the most popular person in the world right now, so there’s a lot of questions about it. I think he is handling everything very well. He is staying focused on playing football, doing his job.’
NFLPA spokespeople did not immediately respond to DailyMail.com’s request for the filing.
Despite Taylor Swift’s Influence, Travis Kelce’s Marketing Income Behind 4 NFL Superstars Including Chiefs’ Patrick Mahomes
Travis Kelce is one of the greatest TEs in the NFL right now. Although NFL fans may know the 34-year-old best for his touchdown catches, since last year he’s been a hot topic for entirely different reasons.
The intersection of Kelce’s on-field achievements with his high-profile love interest keeps him in the spotlight. However, this new exposure hasn’t yet catapulted the tight end’s marketing boost to the levels enjoyed by other NFL peers.
Travis Kelce’s clout can’t catch up with other NFL stars
In an interview with Vanity on Wednesday, record-breaking the tight-end said he could earn a lot more money by playing for another team. But he loves his team dearly, so he doesn’t mind being “underpaid.” Kelce, who made $2.4 million, came in fourth among NFL players, behind QBs Jalen Hurts ($2.7 million), Josh Allen ($2.5 million) and Patrick Mahomes ($3.6 million).
The 34-year-old currently makes $14.3 million in base pay on average; he will earn $11.25 million this year, which is the 51st-highest NFL paycheck, as per Sportico. Claiming that his agents and managers frequently inform him of being underpaid, Kelce remarked, “The free market looks like fun until you go somewhere and you don’t win. I love winning. I love the situation I’m in.”
Travis Kelce doesn’t mind being underpaid 💰
“When I saw Tyreek go and get $30 million a year, in the back of my head, I was like, man, that’s two to three times what I’m making right now. I’m like, the free market looks like fun until you go somewhere and you don’t win. I love… pic.twitter.com/7mln3ojjAs
— The Sporting News (@sportingnews) June 28, 2023
Arguably, Kelce’s strategy aids in his team’s victory. In addition to winning the Super Bowl in February, Kansas City also qualified for the big game in 2020 and 2021. According to the National Football League Players Association, the team has the least amount of salary cap space available in the NFL.
The star tight-end believes it doesn’t matter how much money he’s making as a Chiefs’ player. While it does hit him in the gut a tad bit, it’s okay as long he’s winning and enjoying the game. However, this perspective remains steady even as Taylor Swift’s influence swirls around him.
Kelce’s relationship with Taylor Swift boosts media attention
Travis Kelce, Swift’s boyfriend, saw a 177% increase in his licensing income as it reached to $2.4 million. This placed him fourth among NFL players, behind other QBs. The profits come from all group licensing agreements, including those for trading cards, video games, and jerseys that are negotiated for several players through the NFLPA. There was a 400% spike in Kelce’s shirt sales as well, placing him among the NFL’s top 5 players.
Bob Dorfman, a sports marketing analyst at Pinnacle Advertising, told Insider, “It’s estimated Kelce currently makes around $5 million a year in off-the-field earnings, and I wouldn’t be surprised if he doubles that number.”
Despite Kelce’s exceedingly remarkable accomplishments on the field, he’s yet to reach the same heights as his peers. Travis Kelce is undoubtedly one of football’s most celebrated endorsers, but now, with the media frenzy involving Swift, his off-field earnings might scale up. As the Chiefs’ tight-end steers through this new path, he remains dedicated to his team and an evolving legacy.
