Document Type


Publication Date


Journal / Book Title



The continuation of America’s most popular sport meeting the world’s most famous pop star seems destined to dominate the airwaves and social media next weekend. Findings from the study included the following. First, in the period when the Chiefs and 49ers advanced to Super Bowl LVIII, Taylor Swift related #superbowl posts on “X” (formerly known as Twitter) totaled more than the COMBINED number of posts about the game’s QB’s and even her beau, Travis Kelce. Second, the social mentions of Taylor Swift and Super Bowl reached two million in the seven-day period (January 28 – February 3, 2024) after Chiefs’ win on January 28 and sparked an 80% surge in social mentions compared to the previous seven days. Third, the social discussions on Taylor Swift and Travis Kelce’s relationship surged 490% since Chief’s AFC Championship victory on January 28. Lastly, nearly 31,000 social posts (approximately 224% increase) speculated that Swift’s involvement with the Super Bowl could potentially boost ratings and interest in the event. This land-slide interest in Taylor Swift’s role in the NFL made lots of social media users predict that this year’s big game will be the “highest watched Super Bowl in history.”