Opinion: Tank for Taylor- why the NFL is going all in on Taylor Swift

It’s hard to consume media in any capacity without hearing something about the rumored relationship between Taylor Swift and Kansas City Chiefs tight end Travis Kelce.

NBC’s Sunday Night Football broadcast of the Chiefs versus the New York Jets at MetLife Stadium amassed a viewership of 27 million. The game had a lead-in from “The Voice” host Carson Daly to give the Swifties context for the game.

Swift was in a box cheering on her rumored beau and surrounded by fellow A-listers. After the Chiefs scored their first touchdown, NBC cut to Swift rather than capturing Isiah Pacheco celebrating his first touchdown back in his native New Jersey.

Then, during a commercial break in the first quarter, there was a commercial for Swift’s upcoming concert film “Taylor Swift: The Eras Tour.”

The idea that this relationship might be PR became more believable after Swift’s marketing and the abundance of Kelce commercials during the broadcast.

However, it is now being reported that the NFL asked their broadcasters to air Swift’s commercials for free, according to Andrew Marchand of the New York Post.

Marchand spoke with TV executives who theorized the rationale for giving away this ad slot, which would typically cost a million dollars during a “Sunday Night Football” broadcast.

To get Swift to do their Super Bowl halftime show.

Swift has allegedly turned down the Super Bowl nine times. The last reports of her passing over this show insinuated that Swift doesn’t feel like she needs to do that show right now.

Essentially stating the truth: she’s too big and too busy.

The NFL and their broadcasters have declined to comment on the New York Post’s reports, but they did comment on the complaints over their overexposure to Swift and Kelce’s presumed relationship.

In the past few days since Swift’s second appearance at an NFL game, the league has received criticism from their fans and Swift for the content they’ve posted related to the pop star and not about the games.

Even Kelce, on his podcast “New Heights,” said to his brother (Philadelphia Eagles center Jason Kelce) that he believes in his situation, the media is overdoing it.

The NFL defended its content.

The league's statement on Wednesday said, “We frequently change our bios and profile imagery based on what’s happening in and around our games, as well as culturally. The Taylor Swift and Travis Kelce news has been a pop-cultural moment we’ve leaned into in real-time, as it’s an intersection of sport and entertainment, and we’ve seen an incredible amount of positivity around the sport.”

The statement continued by noting that most of the NFL’s content has focused on the sport.

NFL fans don’t seem happy with their universe being infringed upon by Swift. The Swifties aren’t ecstatic about how the league oversaturated the songstress's fame.

So why does the NFL keep pushing?

The NFL has never been the pinnacle of ethics. Think about how they handled players' sexual assault allegations, peaceful protests against police brutality or conversations around football and CTE.

So, the league doesn’t care if Swift becomes a punching bag for their sexist fans who’ve had enough of their reporting on her spectating. Those hate comments drive up engagement and clicks; that’s a success.

Remember that the NFL saw a 3% decrease in ratings for their season last year. Swift is one of the rare components of monoculture this modern media era has left.

Swift has power far beyond her control. This is evident through the increase in NFL viewership, particularly in her main demographic. Or Kelce’s 400% increase in jersey sales or spike in nearly a million followers on Instagram before kickoff Sunday night.

And Swift or her team haven't uttered a single word.

The NFL isn’t going to press the breaks on this content because it’s gauging clicks. They’re trying to get her fan base hooked on the sport as they scramble in the remnants of season-losing ratings.

Unlike the NFL and the sport of football, Swift has an international appeal, so the songstress will return to her record-breaking tour on Nov. 9 in Buenos Aires, Argentina.

Will Miss Americana head to Minnesota this weekend to see Kelce play? There is no confirmation yet, but the NFL will likely make a meal of any situation this alleged couple puts them in again this weekend.

Sophia D’Ovidio is a third-year majoring in digital and print journalism. To contact her, email sgd5184@psu.edu.