© Reuters. Football – NFL – Super Bowl LVIII – Kansas City Chiefs v San Francisco 49ers – Allegiant Stadium, Las Vegas, Nevada, United States – February 11, 2024 A fan displays a sign in reference to Kansas City Chiefs’ Travis Kelce and Taylor Swift before the game
By Ossian Shine
LAS VEGAS -The Super Bowl got an early jolt of excitement on Sunday when enormous TV screens around the cavernous stadium showed pop superstar Taylor Swift arriving at the Las Vegas Allegiant Stadium some two hours before kick-off.
Swift is in Las Vegas to watch tight end boyfriend Travis Kelce and his Kansas City Chiefs take on the San Francisco 49ers, to end a week-long will-she-won’t-she saga that has dominated the lead-up to the glitzy Vegas blockbuster.
A punishing travel schedule in which she has flown from Japan to the U.S. and will then jet to Australia for tour commitments meant her presence was not a foregone conclusion, and when the television screens showed Swift — wearing a black top, black jeans, and with a red Chiefs jacket over her shoulder — a ripple of cheers went around the still-mostly empty stadium.
Videos of the “Shake if Off” singer walking through the bowels of the stadium greeting friends began rapidly appearing on social media.
Swift has attended 12 Chiefs games since she began dating Kelce last year, boosting already sky-high NFL ratings. There had been fears she could miss the biggest game of all, though, due to scheduling conflicts with her “Eras Tour” which had her performing in Tokyo on Feb. 10, the night before the Super Bowl.
The singer, who last weekend won the Grammy Award for album of the year for a record fourth time will not be in the U.S. for long. She is scheduled to head to Australia for seven sold-out concerts, starting in Melbourne on Feb. 16.
Swift, and her army of devotees known as “Swifties”, brings a megawatt star power to the NFL and the Swift-Kelce love story marks a collision between two of the most powerful forces in American pop culture.
As shirt sales spike and viewership grows, the romance has brought millions of dollars of added brand value to the Chiefs and the NFL, according to research done by Apex Marketing Group.
“Taylor Swift’s association with Travis Kelce and appearances at the Chiefs game has generated an equivalent brand value of $331.5 million for the Kansas City Chiefs and the NFL” said Apex President Eric Smallwood to Reuters in an email.
Many fans in Las Vegas for the extravaganza…