Cashing In On the Star-Crossed Lovers
Image Courtesy: OK Magazine
Taylor Swift is inescapable. From the family suite in Arrowhead Stadium to the biggest stages across the globe, the American pop-star's influence on popular culture can be felt almost everywhere. After her relationship with professional tight-end Travis Kelce of the Kansas City Chiefs went public, the two are plastered everywhere in media; photos of them on social media, spoofed on Saturday Night Live, even the NFL has cashed on this global phenomenon. It almost seems that the couple are unavoidable in this pop cultural landscape. Personally, I love Taylor Swift, and all I hope for is her happiness, but this influx of coverage makes me wonder, is she really in a PR relationship with a football player?
When relationships in the media gain a lot of coverage and attention in a short period of time, audiences are quick to label them a “PR relationship” which is more focused on exposure and boosting their images, rather than a genuine connection. People all over X, formerly known as Twitter, have chimed in, expressing dissatisfaction with the couple. Critics are standing by their beliefs that there’s no way these two unrelated personas could actually be together, and that it’s all a big publicity stunt.
The pair have been a Halloween costume, a trending X topic (multiple times over), and as previously stated, have been referenced by the NFL since Swift’s first appearance at Arrowhead Stadium. During a Kansas City Chiefs game, a stats graphic appeared for viewers on screens regarding Kelce’s performance during games in which Swift was present or absent. The graphic itself also referenced Swift’s song “Anti-Hero,” describing Kelce as being “left to [his] own devices,” a direct pun of her lyrics. Swift’s attendance at Chiefs games has also skyrocketed viewership, leading to more eyeballs on ads that play during the game, another win for the NFL and broadcasting partners who will be able to use these stats in future advertising meetings.
This isn’t to say that Travis Kelce has not amassed his own fanbase, as he’s been featured in a number of advertisements throughout his career, before Swift entered the picture. His presence in campaigns for brands such as State Farm, Pfizer, Lowe’s and Campbell’s has racked up over 1.4 billion ad impressions. Swift has been dominating the music industry for over a decade, but since the release of Midnights in 2022, and the subsequent Eras Tour she embarked on that has grossed at least $4 billion in revenue, her mark is permanent.
These instances of Kelce appearing in more advertisements since the launch of his relationship with Swift definitely raised some eyebrows, especially as he has also appeared on the cover of the Wall Street Journal gushing over his relationship with Swift. However, he seems really genuine and I think the press coverage surrounding them stems from a place of curiosity and enthrallment with a story about a football player shooting his shot via friendship bracelet with an iconic pop star, rather than coming from a place of trying to maintain their images or keep them relevant.
Overall, it seems as though this relationship is real, at least in my opinion, and brands are simply cashing in on a cultural phenomenon, capitalizing on something people are already talking about that carries a substantial amount of interest. While it is objectively weird that all of these brands are taking advantage of a stranger’s relationship, I think this is simply a sign of the times that proves how consumers will engage with brands that stay relevant and knowledgeable on pop culture.
Jordan Medina