Some people plan to spend more on football this year—because of Taylor Swift

The NFL season kicks off tonight with a game between the Baltimore Ravens and the reigning Super Bowl champions, the Kansas City Chiefs. Pop superstar Taylor Swift's relationship with Chiefs tight end Travis Kelce has attracted new fans to the NFL. A recent survey by Lending Tree found that 17% of Americans are more interested in football this season due to Swift, and 14% plan to spend more on football-related activities. Fans will likely spend on game tickets, tailgating, and merchandise, including unofficial "Traylor" items. Swift's impact on the NFL has been profound, with the Super Bowl reaching a record 123.7 million viewers and 64% of Gen Z and millennial women holding a favorable view of the NFL. The NFL seems pleased with the arrangement, featuring Swift prominently in a promo video for the upcoming season. However, not everyone is happy about Swift's influence, with 17% of respondents claiming to have less interest in watching football this season due to her association with the sport. Despite this, Swift's outsize influence on the game is likely to continue as long as her relationship with Kelce does.