Taylor Swift became a major player in the lead-up to Super Bowl LVIII in Las Vegas, her 13th NFL game since she and Kansas City Chiefs tight end Travis Kelce made their relationship public in September. Her popularity even prompted sports-gambling websites to accept bets on how often she would appear on screen during the broadcast. In the end, Swift’s airtime was worth about $12.4 million, based on the cost of a 30-second commercial in this year’s Super Bowl ($7 million).
Swift attended the game for free, making her appearance a bargain for both the NFL and CBS. Celebrity endorsements can come at a high price, with brands and companies shelling out big bucks to partner with high-profile stars. For example, Beyoncé reportedly received $30 million to appear in Verizon’s 60-second Super Bowl commercial, while Larry David was paid $10 million for his 30-second ad for FTX in 2022 and Ben Affleck was paid $10 million for his Dunkin’ ad in 2023.
The Super Bowl may have had record viewership this year due to Swift’s popularity. Several industry experts predicted record-breaking viewership ahead of time, thanks to her attendance at the game. In a Seton Hall Sports Poll conducted last month and published three days before the Super Bowl, 21% of respondents said someone in their household planned to watch because of Swift’s expected appearance. The number was even higher among younger viewers (ages 18-34), with 41% saying they planned to tune in because of Swift.
Clark Hunt, owner of the Kansas City Chiefs, also attributed some of the team’s growth in female audience to Swift’s presence at games. “It’s been a very interesting, very fun year having the two of them dating,” Hunt told CNBC earlier this year.