Singer Taylor Swift, who will come to support her boyfriend, American football player Travis Kelce at the Super Bowl on Sunday, will be one of the big attractions of the sporting event.
She doesn’t sing during halftime, yet singer Taylor Swift will be one of the stars of the Super Bowl on Sunday in Las Vegas. The popstar’s emergence into the American football landscape makes the poster for this Super Bowl between the Kansas City Chiefs and the San Francisco 49ers unique.
A music star headlining the Super Bowl, it’s a habit with the always anticipated halftime show. But for once the biggest star of the evening will not be on stage, the rapper Usher, but in the stands, in the person of Taylor Swift.
The former country singer who has become a global pop icon, is riding the monster success of her “Eras Tour” at the age of 34 (revenue estimated at $2 billion). Her love story with Travis Kelce, charismatic Chiefs player, touched the NFL jackpotwhich is organizing its grand finale in Las Vegas for the first time, after seeing its audiences skyrocket since the singer’s emergence a few months ago.
Their romance also has the gift of irritating some Republicans who see it as a story created from scratch to influence the results of the 2024 American presidential election.
The tight timing of Taylor Swift’s arrival in the gambling city, who is scheduled to hop on a jet after a concert in Tokyo on Saturday, has drawn at least as much attention as the Chiefs’ possible feat of winning a third Super Bowl in five years, in a dizzying edition.
The staggering record of 115.1 million viewers for a Super Bowl, set last year, could be broken on Sunday.
More than 300,000 visitors are expected in Las Vegas over the weekend, 65,000 in Allegiant Stadium and the rest spread across hotel-casinos and performance halls, which offer concerts by U2, Adele, Christina Aguilera and Green Day.
The American Gaming Association anticipates that a record 67.8 million Americans, about a quarter of the country, will bet on the game, generating an obscene $23.1 billion.
Advertisements for cosmetic products
The presence of the pop star should also change a little the appearance of the advertisements broadcast during half-time. This year, in addition to advertisements for beer and car brands, the public will see spots for beauty products. Indeed, the Super Bowl audience could be a little more female this year.
“Taylor Swift’s participation in the Super Bowl will likely have a significant impact not only on the size of the audience but also on its composition,” said Paul Hardart, professor of marketing at the Stern School of Business at New York University, interviewed by CNN.
And on the ground? Present for the fourth time at the Super Bowl in five years (victories in 2020 and 2023, defeat in 2021), the Chiefs have the opportunity to consecrate their quarterback Patrick Mahomes (28 years old) as a legend of the game. At his position, only Tom Brady, Terry Bradshaw and Troy Aikman have lifted the Vince Lombardi Trophy at least three times.
The Chiefs, winners last year against the Philadelphia Eagles, if they win, would be the first to keep their trophy since Tom Brady’s New England Patriots in 2004.
Sunday’s poster is a remake of 2020, when Mahomes led the Chiefs’ revolt in the last quarter for a 31-20 success. The 49ers are chasing a sixth trophy, the first since 1995.