Featured Post from University of Delaware

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

Feb 5, 2024

2 min

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

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

Find Experts

Aug 26, 2026

1 min

How Trade Wars Are Reshaping Fashion and Apparel

Trade disputes and tariffs have become an increasingly common part of the global economic landscape, with the fashion and apparel industry often caught in the crossfire. University of Delaware professor Sheng Lu can explain how these disruptions reshape sourcing decisions, supply chains, prices and the products ultimately available to consumers. Lu can discuss: • How new tariffs, including those on Canadian jackets and wool products, could affect consumers, fashion companies and apparel supply chains. • How tariffs can affect apparel prices and product availability for U.S. consumers. • Why fashion and apparel supply chains are particularly vulnerable to trade policy changes. • The impact of trade disputes on fashion companies and retailers in the U.S. and abroad. • What previous trade disputes can tell us about the potential consequences of tariffs. To arrange an interview, visit Lu's profile and click on the “contact” button. Interested reporters can also email MediaRelations@udel.edu.

Aug 25, 2026

1 min

Epidemiologist Available to Discuss Measles, Vaccination and Infectious Disease Outbreaks

As measles cases continue to rise in the United States, University of Delaware epidemiologist Jennifer Horney is available to discuss measles outbreaks, vaccination, vaccine hesitancy and the challenges of preventing the spread of highly contagious infectious diseases. The deaths of two unvaccinated Pennsylvania residents from measles — the first measles deaths in the state in 35 years — underscore the continuing public health risks posed by the disease. Horney, a former member of the Centers for Disease Control and Prevention’s Board of Scientific Counselors, is an experienced epidemiologist who studies infectious disease outbreaks and public health preparedness. Horney can discuss: • Measles outbreaks and transmission: Why measles is among the most contagious infectious diseases and how outbreaks spread. • Vaccination: The effectiveness of the MMR vaccine and the importance of maintaining high vaccination rates. • Vaccine hesitancy and misinformation: What influences vaccination decisions and how public health messaging affects perceptions of vaccine and infectious disease risks. • Measles prevention and treatment: Why outbreaks can reemerge when vaccination coverage falls, and the role and limitations of vitamin A and other treatments. • Outbreak response and preparedness: How public health officials investigate and respond to measles and other infectious disease outbreaks, and what can be learned from previous outbreaks. To reach Horney directly and arrange an interview, visit her profile and click on the “contact” button. Interested reporters can also email MediaRelations@udel.edu.

Aug 10, 2026

1 min

Experts on earthquake response, community recovery and building safety

The shaking from a major earthquake may be over in minutes, but its consequences will last for years. University of Delaware experts can address emergency response, distributing aid, assessing damaged buildings, helping vulnerable communities and planning for long-term recovery. Their expertise is particularly relevant as communities across Latin America respond to major earthquakes, including the deadly magnitude 7.4 earthquake in Colombia. Tricia Wachtendorf, co-director of UD’s Disaster Research Center, offers expertise on how governments, nonprofits, emergency responders and community groups coordinate following a major disaster. Her research examines the role of spontaneous or “emergent” groups, humanitarian aid and donations, and how communities and organizations respond in the aftermath of disasters. Jennifer Trivedi, associate professor of anthropology and Disaster Research Center faculty member, specializes in disaster vulnerability and why some communities are more severely affected than others. She also addresses the long-term recovery needs and planning that emerge after the immediate crisis. Michael Chajes, professor of civil and environmental engineering, provides expertise on the structural damage caused by earthquakes, why some buildings collapse while others withstand the shaking and how engineers assess damaged structures and improve earthquake resilience. To arrange an interview with one of these experts, visit their profiles and click on the contact button. Interested reporters can also email MediaRelations@udel.edu.