Featured Post from University of Delaware

A 'super' economic boost for the big game, courtesy of Taylor Swift

Feb 5, 2024

2 min

Tim DeSchriver


Could NFL executives have imagined a better scenario for this year’s Super Bowl? Only in their wildest dreams, according to UD sports marketing experts who study the big game every year.


The league has a built-in audience draw and revenue generator named Taylor Swift, who will be in attendance Sunday to root on boyfriend Travis Kelce and his Kansas City Chiefs. The world’s biggest pop star can easily fill any blank space – and then some – caused by a lack of bad blood between the Chiefs and San Francisco 49ers or advertisements that don’t exude enough style.


And the NFL didn’t have to spend a dime or lift a finger to make it happen. Timothy DeSchriver and John Allgood, who teach and study sports marketing at the University of Delaware’s Alfred Lerner College of Business and Economics, see a number of ways that Swift can move the needle economically for a league that seemingly needs no extra publicity.


  • The female audience is already growing for the NFL, but Allgood said that Swift delivers “a fresher audience” as witnessed by record viewership for the Chiefs-Ravens AFC Championship Game. “There are people tuning in just to see her in a suite for five seconds,” Allgood said.
  • Gamblers wagering on Taylor Swift “prop bets” will keep tuning in even if it’s a blowout, DeSchriver noted.
  • DeSchriver pointed to new advertiser interest from makers of beauty products, potentially to reach the new audience.
  • The NFL will get its cut from products as well, Allgood said, thanks to an NFL licensing deal with a clothing designer after Swift wore one of her puffer coats and the continued rise in sales of Kelce jerseys.


DeSchriver and Allgood, who can also discuss ticket pricing in the playoffs, and are available for interviews. To set one up, visit DeSchriver's profile and click on the "contact" button.

Connect with:
Tim DeSchriver

Tim DeSchriver

Associate Professor of Sport Management; Area Head - Sport Management

Prof. DeSchriver’s research is in sport finance, economics and marketing; specifically professional sport and collegiate athletics.

Sport ManagementSports FinanceProfessional SportCollegiate Athletics

You might also like...

Check out some other posts from University of Delaware

1 min

Food is medicine, and this professor has the research to prove it

For more than 20 years, Dr. Allison Karpyn has worked to understand and address food insecurity in America and beyond — studying how communities access healthy food, how policy shapes those opportunities and how local partnerships can make meaningful change. A professor in the University of Delaware’s College of Education and Human Development and co-director of its Center for Research in Education and Social Policy, Karpyn has published extensively on topics including food deserts, healthy corner store initiatives, school nutrition programs and strategies to bring farmer’s markets to underserved areas. Her work, which blends rigorous research with community-based implementation, has appeared in leading journals such as Pediatrics, Preventive Medicine and Health Affairs. Karpyn has also worked directly with nonprofit organizations, government agencies and retailers to pilot and evaluate programs designed to increase access to high-quality food in low-income neighborhoods. Her focus is on actionable, data-informed solutions to persistent challenges — from childhood hunger to structural barriers in the food supply system. Now, Karpyn’s expertise is being tapped as part of Delaware’s new Food is Medicine Committee, a statewide initiative under the Delaware Council on Farm and Food Policy. The committee seeks to connect nutrition and health care to improve outcomes, lower costs and strengthen local food systems — goals that align closely with Karpyn’s career-spanning mission. For journalists exploring food policy, hunger, public health and the future of food access, Karpyn is a key source of insight, research and real-world perspective. She can be contacted by clicking her profile. 

2 min

Mental health risks spike for young LGBTQ+ men of color, new study shows

As Pride Month shines a spotlight on the progress and resilience of LGBTQ+ communities, it also serves as a reminder of the ongoing challenges — especially the toll that stigma continues to take on mental health. A new in Developmental Psychology study from the University of Delaware’s Eric Layland, assistant professor in the College of Education and Human Development, reveals just how urgent the need for tailored mental health support is — particularly for Black, Latinx and Afro-Latinx gay, bisexual and other sexual minority young men. Published during a time when national attention turns toward LGBTQ+ visibility, the study tracks the mental health trajectories of over 400 cisgender men between the ages of 18 and 29, focusing on how experiences of racism, heterosexism, or both — what Layland terms compound stigma — influence patterns of depression and anxiety. The results are stark: participants who experienced frequent racism and heterosexism across relationships and settings showed the earliest and most severe symptoms of anxiety and depression, with mental health challenges peaking during late adolescence and early adulthood. While symptoms tended to decline by age 24, these years — critical for education, identity formation and economic independence — were marked by emotional strain. "This study emphasizes how multiple sources of discrimination converge to impact the mental health of sexual minority men of color," Layland said. The research calls for early, culturally responsive mental health interventions that help young sexual minority men of color cope with stigma and build resilience. Layland’s team points to interventions that not only teach coping skills but also foster connection, celebrate cultural identity and create peer networks for support. Layland, who specializes in LGBTQ+ development and affirmative interventions, underscores the importance of systemic change as well.  “We need clinical and community resources that are adapted to address the intersecting discrimination experienced by sexual minority men of color, especially in their late teens in early twenties,” said Layland. Supported by the National Institute on Drug Abuse, the National Institute on Mental Health and UD, this study arrives at a crucial time for researchers, educators and community organizations working to create more inclusive and supportive environments. For journalists covering Pride, mental health, or intersectional equity, Layland’s work offers a powerful, data-driven look at what young LGBTQ+ people of color are facing — and how communities can act to change that story.  Journalists can reach Layland by clicking on his profile. 

2 min

Kyle Davis wins NSF CAREER Award for pioneering research on climate-resilient food systems

University of Delaware assistant professor Kyle Davis has received a National Science Foundation (NSF) CAREER Award—one of the most competitive and prestigious honors for early-career faculty—for his work advancing the climate resilience of global food systems. Davis, who holds joint appointments in the College of Earth, Ocean and Environment and the College of Agriculture and Natural Resources, leads cutting-edge research at the intersection of agriculture, sustainability and global environmental change. His focus? Making food production more efficient, climate-smart and socially equitable—especially in regions grappling with limited water resources. With a growing global population and increasing pressure on land and water, Davis’s research is helping to answer one of the most critical questions of our time: How can we feed the world without destroying the planet? His lab’s work recently led to the development of MIRCA-OS, a groundbreaking open-source dataset that offers high-resolution global data on irrigated and rain-fed croplands across 23 crop types. The tool, co-created with UD doctoral student Endalkachew Kebede and published in Nature Scientific Data, allows researchers, farmers and policymakers to assess how crop choices, rainfall and irrigation interact with water systems and food security. Some of the thirstiest crops are grown in the most water-stressed areas Davis said. Shifting crop mixes to crops that require less water but still ensure farmer profits is a promising way to reduce the amount of water needed to irrigate crops and to avoid conditions of water scarcity. Davis’s research spans continents, with active projects in the United States, India, China and Nigeria, where his team is exploring solutions to water scarcity, crop nutrition and agricultural sustainability. His work has appeared in Earth.com, Phys.org and major scientific journals. In 2023, he was recognized with the American Geophysical Union’s Global Environmental Change Early Career Award. In addition to research, Davis is a dedicated mentor, guiding graduate students from around the world. “So much of my research is the result of their passion, abilities, drive and creativity,” Davis said. Davis is available for interviews on topics including sustainable agriculture, water use, climate adaptation, food systems and the power of data science in global development. He can be contacted by clicking the "View Profile" button.

View all posts
Powered by