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The Taylor Swift Effect on the NFL

How Her Romance with Travis Kelce became a PR Blessing for the Kansas City Chiefs and Football

By Florence Sumaray

PHOTO: EZRA SHAW/GETTY

As an avid fan of both Taylor Swift and the NFL (Washington Commanders fan), I’ve been captivated by the Taylor Swift phenomenon ever since she started attending Kansas City Chiefs games.

I had never tuned into the New Heights podcast launched by the Kelce Brothers last year, nor had I watched the Amazon documentary titled “Kelce” until this Taylor Swift saga unfolded. I found myself glued to TikTok as speculation about her relationship with Travis Kelce became reality.

But what truly amazed me was the profound effect Taylor Swift had on not just the NFL, but also the Kelce podcast, social media followers, and the Chiefs Kingdom and Swiftie communities alike. It felt like everyone was sharing my popcorn, eagerly watching it all unfold. The “Swiftie Effect” was a public relations dream, and the NFL embraced it wholeheartedly. On the day of her first-attended game, the NFL ‘X’ (Twitter)  even changed their title to read ‘Taylor was here,’ and who could forget the countless comments women have made on their significant others, claiming that Taylor Swift had put Travis Kelce on the map? I put  videos like this on repeat, watching them and laughing so hard I couldn’t stop watching.  

Thanks to the Swiftie Effect, The New Heights podcast skyrocketed to number one, garnering thousands of new subscribers, and Travis Kelce gained a significant number of followers. A segment called “No Dumb Questions” on the podcast was even created specifically for Swifties who were trying to understand football. They were refreshingly open about their inquiries, from the basics of a down to what constitutes a snap. I feel fortunate that I grew up watching the Redskins (now Commanders) with my parents and paid attention, as my worlds have now seamlessly merged. It’s truly exciting to witness this convergence.

As marketing and PR professionals, this collaboration between the NFL, the New Heights podcast, and Swifties is beyond anything we could have imagined. Are we all eagerly anticipating songs to come out of this? I’ve already started planning their wedding, just like this YouTuber I follow. There’s even been speculation about the bridal party, and Page Six went so far as to create an AI depiction of what their child might look like. Call it what you will, but it’s undeniable: it’s the Taylor Swift effect on the economy. 

Here are some stats that quantify Taylor’s economical effect:

  • NFL viewership surged with regular-season games, averaging 17.9 million viewers, a 7% increase from the previous year, hitting the highest mark since 2015 (18.1 million). Notably, female viewership rose by 9%, bolstering the league’s performance among women.
  • A 63% increase in female viewership between the ages of 18 and 49 during the Chiefs and Bears game September 24.
  • Increase in sales of Travis Kelce’s jersey by 400%, placing him in the top 5 most popular jerseys of the season.
  • The Kelce brothers podcast reached the top position on Apple’s podcasts charts.
  • The increase in Travis Kelce’s Instagram followers during a single day on September 25 was 250,000. Kelce gained more followers than the NFL’s top 100 players combined when Taylor came to the game.

So, what can we learn from this positive-yields PR touchdown? Sometimes, an unlikely combination can be the best when expanding audience bases. Specifically, if there is connective tissue there (preferably, popular connective tissue). Embracing unexpected opportunities and riding the wave of a natural trend pertaining to your brand or product puts you in the celebrated driver’s seat of the conversation. We don’t always get PR blessings but when we do, we need to catch them and run down the field.  

Shattering Barriers: The Legacy of Black Women in Public Relations and Communications in Washington D.C.

In the corridors of power and influence in Washington D.C., Black women have played a pivotal role in shaping narratives, driving change, and breaking down barriers for critical initiatives. From the civil rights era to the digital age, these trailblazers have defied the odds, shattered stereotypes, and paved the way for future generations of leaders. 

It is also essential to acknowledge the systemic barriers and inequities that persist in the industry: 2022 data by the Bureau of Labor Statistics shows there is still a huge disparity in our industry, as 81.4 percent of public relations specialists identified as white, 12.2 percent as Black, 2.4 percent as Asian, and 11.9 percent as Latino or Hispanic.While countless dynamic black women have shaped the narrative of so many critical efforts on a global scale, here are a few past and present communicators who leave an indelible mark on our industry:

Setting the Stage 

Inez Kaiser

Inez Kaiser was born in Kansas but made her mark in Washington D.C. where she became the first black woman in the United States to own a public relations firm, Inez Kaiser & Associates, which she opened in 1957. Some of her clients included 7-Up, Sears & Roebuck, Sterling Drug and Burger King. Inez was also the first African-American to join the Public Relations Society of America (PRSA). Her trailblazing efforts not only challenged the racial and gender norms of the time during Jim Crow laws but also paved the way for greater diversity and inclusion in the industry.

Photo Credit: Asset PR

Gwen Ifill

Gwen Ifill a trailblazing journalist and former moderator of PBS’s “Washington Week,” broke barriers as the first black woman to host a major political talk show on national television. Gwen began her career at the Boston Herald American newspaper as a reporter, as a writer for the Baltimore Evening Sun, and came to D.C. to work as a political reporter for the Washington Post. She worked as a White House correspondent for the New York Times, for NBC News, and as a political respondent for The PBS NewsHour. Her incisive reporting, integrity, and commitment to truth-telling earned her widespread respect and admiration, making her a role model for aspiring journalists and communicators.

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University of Alabama

Symone Sanders

Symone Sanders is a prominent political commentator and strategist – and 2022 WWPR Woman of the Year keynote speaker – that is known as a powerful voice for social justice and c is a prominent political commentator and strategist – and 2022 WWPR Woman of the Year keynote speaker – who is known as a powerful voice for social justice and change. She started her career as a communications director and officer and later emerged as a force to watch during her time as Bernie Sanders’ national press secretary – the youngest presidential press secretary at 25. At just 31, Symone worked as a senior advisor for President Joe Biden’s presidential campaign and as deputy assistant to the president and senior advisor and chief spokesperson to Vice President Kamala Harris. In addition to her successful political communications career, Symone passionately advocates for juvenile justice and has successfully inspired a younger generation to contribute to discussions on policy. 

Brittany Packnett Cunningham

Brittany Packnett Cunningham  is a prominent activist serving as vice president of social impact at Black Entertainment Television (BET), is an NBC News and MSNBC political analyst and host of UNDISTRACTED, a news and social justice podcast with the lens of intersectional feminism. Brittany has leveraged her policy, communications, and management acumen across several mediums to inspire cultural change and empower marginalized narratives, serving as President Obama’s Task Fore on 21st Century Policing, co-founding Campaign Zero, and serving on top roles for Teach for America to name a few of her notable contributions. Her tireless efforts have sparked crucial conversations and catalyzed action on issues ranging from police brutality to racial equity.

PBS

To name just a few of the trailblazing black women that have bridged connections, amplified voices and brought change to our nation and the very best out of big businesses is just scratching the surface. 

It is also essential to acknowledge the systemic barriers and inequities that persist in the industry: 2022 data by the Bureau of Labor Statistics shows there is still a huge disparity in our our industry, as 81.4 percent of public relations specialists identified as white, 12.2 percent as Black, 2.4 percent as Asian, and 11.9 percent as Latino or Hispanic. Diverse backgrounds in leadership positions, especially in communications, are critical to ensure the advancement of underrepresented groups and the entities they represent in a positive, inclusive and effective direction. 

WWPR is proud to represent so many dynamic, intelligent and innovative women that are leading some of the most important campaigns and efforts reaching across the country and globally from here in our nation’s capital. Together, we look forward to honoring the immense contributions by our members and leaders of our industry and are committed to building a more inclusive and equitable future.

Reflections on Lunar New Year, Asian Culture, and How to Celebrate 

by Pattie Yu, 1998 WWPR Woman of the Year Award Winner, principal and founder of theYucrew, LLC. 

Today, culture consumed me. I opened up my WaPo to pounding media rhetoric and anti-Asian hate sentiment. I took an early morning walk in the mall well before opening, delighting in the shiny red lanterns hanging at every turn, heartened by companies and brands that genuinely strengthen their relationships and collabs with Asian American communities by cultural latitude vs marcom attitude. But I was also barraged by big brands’ blitz for limited editions or capsule collections around the Year of the Dragon.

I retreated to my home office and was reminded as a public relations professional who focuses often on health platforms of the dire need to close the gap in data collection and reporting of Asian American health disparities. I scanned the latest issue of a professional trade magazine that spotlighted the forgotten but early diversity leadership representation in our field. This month I’m seeing red. 

The irony of codifying the color red – the palette most associated with love but also the color most frequently linked to hatred and anger. The common denominator in both is passion. 

This month my passion is ignited by the Lunar New Year — The Year of the Dragon. 

1998 Woman of the Year Award Winner Pattie Yu with colleagues

Known as the Spring Festival, China’s Lunar New Year is called Chūn jié in Mandarin; while Koreans celebrate Seollal and Vietnamese refer to it as Tết;Filipinos call it Media Noche. It begins with the first new moon on February 10 (varies by culture) and is usually celebrated for multiple days, observed by an estimated 2 billion people. It is one of the most important celebrations of the year among East and Southeast Asians. For me, a Chinese American, 2024 is the Year of the Dragon in the lunar zodiac. 

Lunar New Year is a big holiday in Asian culture across the world and it’s important to note that Asians are one of the fastest growing racial/ethnic segments in the United States. So, how can you get in on the celebration, whether you are or work with one of the estimated 5% Asians in public relations or not? In our nation’s tapestry of many colors, we share a common context – a deep-rooted love for our extended and multigenerational families, an appetite for food that preserves our heritage and enables us to share our cultural traditions around the “family” table, part of our storytelling that is germane to communities of any color. 

In homage to my late parents, I hear their voices guiding me on how to celebrate the Lunar New Year:

  • Fresh Start – Pay off your debts; give your space/place a clean sweep to rid it of inauspicious spirits; wash your hair; do the laundry – before New Year’s but never on the day itself lest you sweep out good luck.
  • Go Red – Not only for Women’s Heart Month and Valentine’s Day but wear something new and red on New Year’s Day for good luck; red is the symbol of joy, happiness, success and good fortune. Decorate your windows with red paper cuttings; hang banner couplets expressing wishes for good health and fortune in your homes and offices.
  • Food – Feast on traditional lucky foods like dumplings (wealth), oranges (abundant happiness), fish (prosperity), and noodles (the longer the better for happiness and longevity) but leave a little on the plate to hope that the new year will have surplus; join colleagues at a nearby Asian restaurant for lunch; or prepare an Asian-inspired dinner at home.
  • Family – If logistics allow, reunite with family and friends for a spread of symbolic dishes that bring good luck and fortune.
  • Festivities – Participate in free Lunar New Year activities that abound in our communities from lion dances at the mall to dragon parades punctuated by firecrackers to ward off evil spirits; from ceremonial teas to teeing up for talks and tours; from cooking demos to dancing with fans, culminating with the Lantern Festival. 

You might even get lucky to get “lucky money,” red envelopes often given by elders to children but sometimes even to employees. Money should be in certain denominations but avoid the number 4 (symbolizing death). 

After my parents passed, I got the slap on the side of the head – the “aha!” moment that we wake up to after loss. I try to be more mindful of those beloved traditions and am heartened to hear that our eight “family” members who are young hard working professionals in New York have already made plans to gather around for what no doubt will be an IG-worthy Chinese New Year’s meal. They may enhance celebrating tradition with emojis and digital platforms but I am convinced they all cherish the essence of our new year. No doubt they will all be wearing red. No virtual transfers of money here. Their traditional paper hong baos (red envelopes) are en route the good old-fashioned way. 

Finally, if the two-week celebration has you yearning for more, consider exploring the small but mighty Chinese American Museum where I volunteer at Chinese American Museum.

In native Mandarin – which I feebly learned in college – I’m wishing you and yours Xīn nián kuài lè!  新年快乐 – Happy New Year! 

ABOUT THE AUTHOR

Pattie Yu is the principal and founder of theYucrew, LLC, a communications firm that has been awarded two Public Relations Society of America (PRSA) Silver Anvils for her team’s launch of the first World Thrombrosis Day, amongst many other industry awards. Pattie is a past WWPR Woman of the Year award recipient, was recognized as Inside PR’s “One of the Top 10 Minority Agency Leaders Nationwide,” and has been a judge on several industry award ceremonies, including WWPRs Woman of the Year. Pattie is one of WWPR’s original members and served on the WWPR advisory board. Pattie’s work ranges from developing national public education campaigns to developing media strategies to reach underserved communities for topics including COVID-19 and renewable energy access. Pattie has worked with some of the biggest names in PR, including serving as vice president at Porter Novelli, partner at Fleishman-Hillard, and co-founder of GYMR. She speaks at universities, organizations and associations and volunteers for several organizations. 

Board Member Spotlight: Jordun Lawrence, Manager, Social Impact Communications and Strategic Partnerships

Board Member Spotlight: Jordun Lawrence, Manager, Social Impact Communications and Strategic Partnerships 

Jordun Lawrence, Manager of Social Impact Communications and Strategic Partnerships at PayPal, is not only one of WWPR’s newest board members but also the 2023 WWPR  Emerging Leader Award winner in the corporate category. At Paypal, Jordun spearheads communications efforts that humanize the PayPal brand and highlight PayPal’s mission to improve financial health and expand economic opportunity. She previously served as Communications and Strategic Engagement Director for the Public Religion Research Institute. She has also served as Deputy Press Secretary for the Democratic Senatorial Campaign Committee, Senior Manager of Communications for the National Urban League Washington Bureau, Deputy Press Secretary for Hillary for America, and on Capitol Hill. 

Jordun Lawrence

Tell me about your background and what drew you to your current position.

I’ve spent over a decade working across government, political campaigns, non-profit organizations, and now, in the corporate world. I serve as Impact Communications and Strategic Partnerships Manager at PayPal. I was drawn to the role because of the opportunity to expand my skill set and serve as a strategic collaborator across teams. I chose to work at PayPal because I wanted to work in a place that has a strong mission and is values-driven. Throughout my career, I’ve chosen opportunities that allowed me to give back and serve marginalized communities, and working at PayPal has allowed me to do that on a global scale.

What is the most exciting or rewarding project you’ve done recently or in your overall career?

The most exciting project of my career was spearheading the MADE x PayPal fashion event in the summer of 2022. MADE x PayPal was a 2-day fashion festival in New York City with runway shows, musical performances, a marketplace of diverse small businesses, and more. The event was focused on promoting the talents of designers and businesses from underrepresented communities. PayPal had never done an event like this before. We partnered with IMG Fashion, a monumental collaborator in the fashion industry, to bring together the worlds of fashion, fintech, and small business empowerment. It was an incredibly rewarding event and a career-defining moment for me.

As an Emerging Leader Award Winner and member of WWPR, what have you gained from your experience?

I have gained an incredible network of dynamic and incredibly entrepreneurial women. I’m thrilled and honored to be a member of this community and to now get to contribute as a member of the board.

What PR trends have you seen happening in 2023 and what kind of influence has it had on professionals in the industry?

The biggest trend I’ve seen is leaning more into AI as a tool to help PR professionals do their jobs more efficiently. I think this trend is going to continue to deepen in our profession, and there will be a ton of opportunities to lean in, become better communicators, and reach even more audiences because of it.

Is there any particular book, podcast, or influencer you would recommend? How has it impacted your life?

NPR’s Hidden Brain has been an invaluable resource for me. The podcast uses science and brilliant storytelling to explain human behavior. Hidden Brain has had such a major impact on me, my understanding of myself and others, and how I relate to the world around me.

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