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

3 min

From classrooms to communities: Rethinking civic engagement in K–12 education

When national headlines focus on school board battles and political polarization, James Bridgeforth, assistant professor of educational leadership at the University of Delaware, is focused on what’s possible instead: building a more inclusive, participatory model of democracy through public education. His research in UD's College of Education and Human Development explores how community voice, equity and local leadership intersect to shape education policy – and how school boards can serve as vital engines for rebuilding public trust in government. "Despite the often sensationalized stories of chaotic school board meetings and the influence of more national "culture war" issues, I still believe that it's possible for people from different backgrounds, experiences, and points of view to come together to figure out how to best serve the needs of all of our children." – Bridgeforth Bridgeforth’s work centers on education governance, policy and leadership, with particular attention to how racism and anti-Blackness manifest in schools and policymaking spaces. His scholarship highlights the importance of inclusive decision-making, arguing that effective education policy must be representative of the diverse communities it serves. He recently published the report "Navigating Democracy in Divided Times" with co-authors on this topic. As part of his work with the Getting Down to Facts III project at Stanford University, Bridgeforth collaborates with researchers studying how to improve California’s TK–12 system and inform the next governor’s education policy agenda. His work documents the complex realities faced by local school board members – often minimally paid community leaders navigating contentious public discourse, social media pressure and limited resources. He notes that this research can be applied to school boards around the country.  The next frontier: Youth civic engagement Over the next several years, Bridgeforth aims to deepen understanding of how schools can nurture young people’s civic skills and leadership capacity through participation in governance. One proposed project – "Strengthening Opportunities for Youth Civic Engagement and Student Voice in Educational Governance" – uses participatory action research to explore how student board member policies and engagement practices foster civic agency and democratic mindsets. This collaborative work brings together youth-led community organizations and education researchers to study how these experiences shape long-term civic behavior – from voting to public service. Why it matters Bridgeforth’s research arrives at a pivotal time for American democracy. As trust in public institutions erodes, local school boards remain one of the spaces where citizens can directly shape policy. His work points to a hopeful truth: democracy’s renewal may begin in classrooms, communities and the local school board meetings shaping them. For journalists covering education, race or civic engagement, Bridgeforth offers data-driven insight, lived experience and policy expertise – helping make sense of one of the most pressing questions of our time: How can we build systems that truly serve all students and communities? This work collectively demonstrates a number of promising opportunities to foster more inclusive, community-connected forms of governance, particularly in a time of eroding trust in government institutions." – Bridgeforth ABOUT JAMES BRIDGEFORTH Assistant Professor, College of Education and Human Development James Bridgeforth is an educator, researcher and policy advocate whose work focuses on community voice in education policy and the politics of educational leadership. His scholarship has appeared in top journals including Journal of School Leadership, Education Policy Analysis Archives, Educational Evaluation and Policy Analysis and Educational Administration Quarterly, and he has contributed to Education Week and The Washington Post. A recipient of the National Academy of Education/Spencer Foundation Dissertation Fellowship, Bridgeforth holds a Ph.D. in Urban Education Policy from the University of Southern California, an M.Ed. in Educational Administration and Policy from the University of Georgia, and a B.A. in Political Science and Sociology from Georgia College & State University. Expert available for: Interviews on K–12 school governance, education policy and democracy Commentary on community voice and equity in education decision-making Analysis of youth civic engagement and participatory leadership To contact Bridgeforth, email mediarelations@udel.edu.

1 min

In the news: Chronicle features University of Delaware's Career Center

At the University of Delaware, career-development officials believe in teaching students how networking exists all around them, in both curricular and co-curricular realms, by taking career readiness outside the Career Center and infusing networking principles and practices into academic courses, social activities and alumni events. UD's Career Center was highlighted in a recent Chronicle of Higher Education article for innovative and exemplary networking practices and teachings.  “If we get students to not think about networking as this static skill I have to build, and it’s more of a natural part of who I am, and it’s in my toolbox, it becomes less arduous, less scary, and easier to do," Rachel Coppola, UD’s Director of Life Design and Career Integration, said in the featured video.  Reporters wishing to speak to career experts can reach out to mediarelations@udel.edu.

1 min

Hurricane Melissa: Preparation, decision making and recovery from potentially 'catastrophic' storm

Hurricane Melissa, now a Category 5 storm, is projected to cause “catastrophic” flooding and inflict severe damage in Jamaica. The University of Delaware’s Disaster Research Center has several experts who can talk about preparations, evacuations, health impacts, decision making and recovery. The following experts in the DRC – which has a few contacts in Jamaica – are available for comment. Jennifer Horney: Health impacts of disasters as well as how cuts to aid and emergency assistance will factor into recovery after the storm. Sarah DeYoung: Pets in emergencies, infant feeding in disasters and decision-making in evacuation. Tricia Wachtendorf: Evacuation decision-making, disaster response and coordination, disaster relief (donations) and logistics, volunteer and emergent efforts, social vulnerability. Jennifer Trivedi: Can talk about preparedness steps and recovery as well as challenges for people with disabilities during disaster, cultural issues and long-term recovery. Shanjia Dong: Research looks at infrastructure systems, critical infrastructure protection, effective disaster preparedness and response, and equitable resilience planning and climate change adaptation. A.R. Siders: Expert on sea level rise and managed retreat – the concept of planned community movement away from coastlines and flood-prone areas. To contact these experts directly and arrange an interview, visit their profiles and click on the "contact" button. Interested reporters can also email MediaRelations@udel.edu.

View all posts