CELEBRITY
Ever since Travis Kelce began dating Taylor Swift, there have been noticeable shifts in Kansas City Chiefs’ fan dynamics. Millions of women have shown their support for Travis Kelce, largely attributed to Taylor Swift’s influence and the love they share.
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With an audience of over 100m viewers a year, the Super Bowl has long been an ideal time for advertisers to make an impression. But this year, as the Kansas City Chiefs take on the San Francisco 49ers, ads could look a bit different. That’s because in recent months, the US’ National Football League (NFL) has captivated a new audience: Gen Z and millennial women.
Thanks to Taylor Swift’s dedicated fanbase, more women and girls are watching American football. According to survey data reported by Morning Consult, nearly two-thirds of Gen Z or Millennial women now have a favourable view of the NFL. While the data shows that women’s support of the NFL has been growing since 2017, it has never been higher than since Swift started reportedly dating Chiefs star tight end Travis Kelce – surging 11% between July and December of last year. Marketwatch data from Apex Marketing estimates that Swift’s presence has created $122m (£97m) of brand value for the NFL.
While last year, advertisers shelled out around $7m (£5.5m) for a 30-second spot during the big game, most of those spots catered to male viewers. Women have long been underrepresented when it comes to Super Bowl ads – but this year, with more women watching, marketers are keen to cash in on the female demographic.
jed Jecelin, executive creative director for Planit, an Emmy-winning marketing and advertising agency in Baltimore, Maryland, tells the BBC that the Swiftie crowd is bringing a certain “pride and connectedness” that is “powerful and positive” to the American football world. He says that this year, the big game is an opportunity for women-centric brands to stand out among the more typical “food, car, and beverage advertisers”, which often take big swings with their super bowl ads to court the game’s massive audience.
It’s already clear that there will be more women-focused brands aiming to do just that during commercial breaks. Advertising spots by brands like CeraVe, Dove and e.l.f., have already been confirmed. For e.l.f., the 2024 Super Bowl spot will mark their first national Super Bowl ad, while Dove is returning to the advertising line-up for the first time in nearly two decades.
This change in representation makes perfect sense, say experts. Eileen Ziesmer, a PR consultant who has represented who has represented global retailer Ulta Beauty, tells the BBC she believes the Super Bowl ads this year will bring “newness in tone and variety of brands and industries represented”. She explains that the new female audience who will be watching the Super Bowl this year “often represents leaders of discretionary household budgets, so [it’s] a win-win for brands and viewers alike”.
Zeismer expects the Taylor effect to continue long after the Super Bowl, too. Zeismer herself will be “watching for many beauty brands and other brave industry leaders” to keep showing up in new “compelling, fun ways” in the traditionally male-dominated area of American football.
CELEBRITY
Inside the unlikely friendship between tennis star Jelena Ostapenko and rap icon Lil Wayne l have feelings for Lil Wayne
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The budding bond first began back in April, when Ostapenko was asked by the Tennis Channel about attending a Drake show in Miami.I think it was nice but honestly the part where it was Lil Wayne – I liked way better,’ she revealed.
felt like his vibe and the music was so nice. And when there was Drake I was just standing, I was not dancing much. And when Lil Wayne came out I was dancing every single song.’The moment stayed mostly under the radar until Lil Wayne re-shared the video clip to his Instagram page – and added his own message to Ostapenko.
CELEBRITY
I will forever support you Taylor Swift and Travis Kelce Leave Hand-in-Hand After Her Third Eras Tour Show in Amsterdam: Watch
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The couple were spotted leaving hand-in-hand after Swift, 34, performed her third Eras show at Amsterdam’s Johan Cruijff Arena on Saturday, July 6. Kelce, also 34, had come out to support the singer at her final concert in the city, after also attending the previous night’s show.
In a video posted by a concertgoer on TikTok, Swift and Kelce held hands as they walked out from backstage at the arena following the show. Swift smiled and waved at fans as Kelce raised his arms in the air, hyping up the cheering crowd.
Kelce then pointed at Swift as fans continued to celebrate her, before the pair exchanged a sweet look. The tight end then sweetly held out his hand to his girlfriend, who took it as they walked hand-in-hand toward an exit in the arena.
CELEBRITY
Justin Bieber “””I can’t wait to be a father . After Hailey’s 8 months of pregnancy, we’re expecting a baby boy. I can’t wait to welcome my best friend to this sweet world.”
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Justin Bieber and his wife Hailey Bieber have announced they’re expecting a child.Hailey posted the news on Instagram, only tagging her husband in the caption. A video was shared of the couple kissing and embracing each other in a field.
The model was dressed in a white sleeveless lace dress and matching head scarf. Her small bump was on display in the tight-fitting dress.Justin wore a backward baseball cap, jeans, and a white shirt under a navy jacket. In the video, Justin and Hailey are seen holding flowers and reading from a piece of paper to each other.
The vintage-styled video then cuts to the two kissing as Justin holds a glass of what looks to be wine. Then close-ups videos of Hailey and her bump are shown.
Hailey smiles for the camera and caresses her bump as a slow acoustic song plays featuring a snippet of Justin’s vocals. The rest of the pictures alternate from black and white and color.
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