The NFL is undergoing a dramatic change as a result of record-breaking female viewership figures. These are upending preconceived notions about true football fans. Women are now active participants in the sport's cultural discourse, rather than lay observers. Even though traditional marketing methods have targeted a predominantly male audience, pop culture and shifting cultural values have changed the NFL and redefined what it means to be an NFL fan.
Women make up 47 per cent of the NFL's viewership. While Taylor Swift deserves some of the credit for attracting ‘Swifties’ to the game, the NFL claims the superstar just fueled an ongoing fire! Marissa Solis, senior vice president of global brand and consumer marketing for the NFL, claims that football is the Number One sport among women in the US, and 68 per cent of American women and girls are league fans. More than any other famous wives and girlfriends, Swift inspires her fans to spend money. Her relationship with Travis Kelce has considerably improved sales at Kansas City-based fashion businesses, indicating her capacity to persuade her fans to loosen their purse strings.
So, what is step one? According to Solis, a two-minute commercial in the genre of a ‘John Hughes type of movie’ will be shown during the Super Bowl to promote the sport.
Step two is bringing fashion into the spotlight. Erin Andrews, a TV celebrity and sports commentator, owns a brand of clothing called WEAR by EA. Swift attended the Super Bowl last year wearing one of her jackets. After Kristin Juszczyk wore a custom-mad coat by WEAR to a game, the NFL signed her to a contract. Solis explained that there was a time when you could 'pinkify' something, or make a jersey pink. For women who are interested in sports, fashion has truly taken off!
Playing fantasy football is the third step. More women are playing fantasy football, following the players, and keeping abreast of stats, because they're just as competitive, if not more, than men.
Swift might also be responsible for the increased sales of Super Bowl advertisements as Fox sold commercial spots for a record $8 million after the Chiefs won the AFC championship. What remains to be seen is the commercials' messaging and whether there will be more plotlines catering to women and Swifties in the future.
Image source: Google