The Kansas City Chiefs have added an equivalent brand value of $331.5 million as the team heads to the Super Bowl after Sunday’s victory over the Baltimore Ravens, according to Apex’s study.
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00:00 Taylor Swift has generated the equivalent of $331.5 million to the Kansas City Chiefs this season.
00:06 Apex Marketing Group has been monitoring Swift's connections with the NFL to figure out how much
00:10 money she is adding to the league. For the Chiefs, that means they are heading into the Super Bowl
00:13 with an additional $331.5 million in brand value. The president of Apex told Fortune that the value
00:20 was measured by tracking mentions, photographs, or news stories about Swift tied to the Chiefs
00:24 or the NFL. The company also monitored viewership of several media streams to measure her impact.
00:29 This year, the NFL recorded its highest regular season female viewership since 2000, which may
00:33 or may not be thanks to Swift. And when Swift made her first appearance at Travis Kelcey's
00:37 game in September, Kelcey's jersey sales shot up by nearly 400%.