The Taylor Swift Effect

Fandoms are a significant economic force. These activated communities can have a significant impact on sales and company. 

Taylor Swift's "The Swift Effect" demonstrates her remarkable ability to increase sales and engagement simply by turning there.  

She is currently dating Kansas City Chiefs tight end Travis Kelce, and other players—both on and off the field—are reaping the benefits.  

Among the great winners is the NFL, which has tried—often unsuccessfully—to grow its female fan base. They've been chastised for "shrink it, pink it,  

where they just made male-fitting jerseys smaller and pink for women, and for attempting to attract women with internet recipes for "homegating."  

Those efforts may not have paid off, but Swift's fortuitous attendance at one of Kelce's games resulted in 27 million viewers,  

the most for a Sunday night game since the last Super Bowl—with much of that gain coming from young women. Her presence also increased sales of her beau's No. 87 shirt by 400%.  

In addition, viewership reached a new high, with a 53% rise in female viewers aged 12 to 17, a 34% increase in female viewers over 35,  

and a 24% increase in female viewers aged 18 to 24, compared to the season-to-date average for Sunday Night Football. Swift's admirers,   

known as Swifties, now appear to be supporting Kelce as well. This crossover is clearly very profitable, and with so much scoring happening off the field,  

it's worth looking into it extensively so we can figure out how to replicate it. Fanbase cross-pollination involves three critical steps: attracting fans, retaining fans, and engaging fans.  

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