- Taylor Swift is on her way to cheer on Travis Kelsey at the Super Bowl after her concert in Tokyo.
- Some Swift fans in Tokyo were wearing Kelce's Kansas City Chiefs jersey.
- Swift's tour is welcome marketing for the NFL as it looks to expand internationally.
Taylor Swift left behind confetti, friendship bracelets, and bright red Kansas City Chiefs merchandise in her wake as she raced against time to return stateside from Japan to cheer on her boyfriend at the Super Bowl. go.
At her concert in Tokyo this weekend, some fans dressed up in Chiefs tight end Travis Kelce's No. 87 jersey, representing Swift's boyfriend and the NFL.
An Instagram account affiliated with Swift has been posting fan photos, with the first image showing a young woman wearing a Kelce jersey outside the Tokyo Dome.
The NFL has sought to expand its global reach in recent years, and Swift's global popularity is sure to be a welcome aid to that effort.
The league recently announced that it will add Spain to its international schedule, with games to be played in Madrid in 2025. Executives said in the announcement that the NFL intends to increase the number of international games each year to tap into new international markets.
Tokyo itself has hosted more international NFL games than any other city in the world. But it's still remarkable, if not a little strange, to see people in Tokyo supporting a fraction of the size of Kansas City, Missouri, on the other side of the world.
Swift's relationship with Kelce, which began over the summer, has received praise and attention. NFL executives credit Swift with increasing the NFL's popularity, especially among young female viewers. The Chiefs' owner and CEO said the team's “female audience has grown exponentially” because of Swift.
A New York Times analysis of network ratings data found that whether Swift made the NFL more popular this season is somewhat inconclusive. The Times concluded that the Chiefs increased viewership even in games in which Swift did not appear.
Still, the league still seems eager to capitalize on the star power Swift could help with, posting references to Swift on social media throughout the season. And there's a good chance the Super Bowl ad also references Swift.
For example, a Cetaphil ad released Friday depicts the bond between a father who wants to watch soccer and a daughter who wants to watch Swift.
