How Taylor Swift and the Kansas City Chiefs Are Boosting Brand Awareness

/// Gen X, Boomers, and Young Families: Connecting Across Generations

Our data shows that the typical Super Bowl audience is 49 years old, with a predominance of Gen X and Boomer viewers. What's particularly notable, though, is that 60% of this audience has young children. With major Super Bowl brands like Pepsi, Campbell’s, State Farm, and Adidas featuring stars like quarterback Patrick Mahomes and Travis Kelce, it's clear that brands are tapping into this multi-generational audience by using well-loved athletes who now resonate with younger viewers through social media and Swift’s influence.

The Chiefs' players—Mahomes and Kelce, especially—are now household names, not just among football fans but across the entertainment and advertising worlds. Their appearances in major commercials, like those with Pepsi and Subway, have heightened their visibility and solidified their place in pop culture. This crossover appeal is helping to connect families by bridging generational divides, where both parents and their kids can enjoy watching the game and engaging with the same advertisements.

/// Kansas City's Brand Awareness Surge

The Chiefs’ newfound cultural dominance is evident, especially in Kansas City, where their fan base has exploded. The connection to Swift has propelled Kansas City’s fandom to unprecedented heights, as her massive influence has brought more attention to the city and its team. In fact, Kansas City now ranks among the top Designated Market Areas (DMAs) for Super Bowl viewership, highlighting the significant local connection and increased regional pride.

In addition to bringing new fans to the table, the Chiefs' star players are driving broader brand awareness. By appearing in big-ticket ad spots for brands like Pfizer, State Farm, and Adidas, Mahomes and Kelce are helping expand the reach of these companies beyond traditional sports audiences. This has been particularly effective in attracting diverse demographics, creating an intersection between football, entertainment, and lifestyle brands in a way that was previously unseen.

/// Bringing Families Together Through Football

At the heart of all this is the way football has become a family event, especially with the involvement of figures like Swift and Kansas City Chiefs players. The Super Bowl is no longer just about the game itself but about the cultural experience surrounding it—connecting families across generational gaps and providing entertainment that appeals to everyone, from children to grandparents. Swift’s influence, combined with the Chiefs’ rising profile, has created a shared experience for families to rally around, providing a sense of community that transcends the traditional boundaries of sports fandom.

/// Looking Ahead: Super Bowl LVIII and the Future of Viewership

As Super Bowl LVIII approaches, it’s clear that this year’s audience will be diverse and highly engaged, thanks to the growing influence of pop culture figures like Taylor Swift and the cultural prominence of the Kansas City Chiefs. Brands are wise to embrace this shift, as the intersection of sports and entertainment has never been more powerful in uniting families, increasing engagement, and driving brand awareness.

Ultimately, Taylor Swift’s unexpected connection to the Kansas City Chiefs is just one example of how pop culture and sports can combine to create a more inclusive and wide-reaching Super Bowl experience, one that brings together fans from all walks of life and across all generations.