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Football is back for another season, along with those weekly Thursday night installments watching Taylor Swift cheer on her NFL beau and Kansas City Chiefs star Travis Kelce.
The tight end’s team has retained its winning streak so far, but he and his team have also been busy off the pitch, cultivating a new marketing playbook other athletes might stand to learn from.
In this episode of Yeah, That’s Probably an Ad, brand editor Rebecca Stewart and community editor Luz Corona sit down with ADWEEK reporter Jason Notte to explore the so-called “Travis Kelce effect.”
The trio discussed Notte’s recent conversation with Kelce’s manager, Aaron Eanes, and how his considered approach to brand sponsors has left Kelce more time for other pursuits. They also dive into how his relationship with Swift is driving life for NFL advertisers.
To learn more, listen to the latest episode or check out key takeaways below.
Where sports meets entertainment
Jason explains how A&A Management Group, is intentionally diversifying Kelce’s career. Beyond his sporting prowess and public relationship with Swift, Kelce’s stardom has been curated carefully over the last year, with brand deals with General Mills, Lowe’s, and Pepsi. There have also been hosting duties on Saturday Night Live (SNL), and a reported $100 million deal struck with Amazon-owned Wondery to distribute New Heights, the podcast he co-hosts with his brother Jason.
Athlete fandom needs to have multiple entry points
Notte highlights how Travis Kelce’s growing fame extends beyond football, observing multiple entry points for fans and brands to connect with him. Some fans know him through the podcast, others from his recent TV ventures, and some may not even watch football. Swift’s connection has amplified his reach, making him accessible to new audiences, and further showcasing Kelce’s diverse appeal and value as a multifaceted brand ambassador.
The NFL is still a hot ticket for advertisers
Around 20% of fans may only tune in to NFL games to see popular figures like Swift, said Notte, but it still benefits the league by bringing in viewers through various points of entry. For advertisers, the key takeaway is the significant increase in engagement when celebrities are involved. He cited EDO data showing ads by Campbell’s, DirecTV, and Pfizer featuring Travis Kelce were up to 27% more effective. The effectiveness increased when Kelce was shown in games where Swift sat in the Chiefs’ suite. Even if the Swift-Kelce connection fades, Jason believes Kelce has become an amplifier of his own influence.
