Taylor Swift’s Shine will lead to more betting on the Super Bowl with one sportsbook reaping the benefits
At the match between the Los Angeles Chargers and Kansas City Chiefs at GEHA Field at Arrowhead Stadium in Kansas City, Missouri, on October 22, 2023, Taylor Swift and Brittany Mahomes were spotted. This photo was taken by David Eulitt for Getty Images.
Bank of America predicts that PENN Entertainment’s ESPN Bet sports betting service could emerge as the victor of the Super Bowl, particularly due to the influence of Taylor Swift. The entertainment industry often sees a spike in audience engagement and related activities during major events, in this case – the Super Bowl. With the game being played in Las Vegas, and the focus on Taylor Swift and Travis Kelce, this event is expected to draw in a larger crowd.
Swift’s concert tour in the summer had a positive impact on hotel occupancy rates, boosting the lodging industry. Morgan Stanley believes a similar effect could increase viewer turnout and bets for the Super Bowl, as Swift is currently dating Kelce, the Kansas City Chiefs’ tight end.
According to Morgan Stanley analyst, Stephen Grambling, Taylor Swift could potentially increase viewership by about 10%, thereby broadening sports engagement and betting audiences. This effect is already evident in unique bets outside the U.S, as noted by DeValeria.
The frequent presence of Swift at NFL matches could be escalating ticket prices and expectations for increased TV viewership and bets, says analyst Shaun Kelley. Following Swift’s consistent appearance at Kelce’s games, the team’s female audience has seen substantial growth, shares Chiefs CEO Clark Hunt.
Sportsbooks are cashing in on the excitement by offering bets related to Taylor Swift. This could significantly benefit ESPN Bet, given its substantial female user base. Some of the suggested bets include prop bets not directly linked to the final game score, such as “How many times will Taylor Swift be featured on camera during the game broadcast?” and “Will the MVP mention Taylor Swift in his speech?”