NEW ORLEANS — The NFL reports that women account for 47% of its audience. While Taylor Swift’s popularity among her fans has indeed drawn more female viewers to football, the NFL asserts that her influence is just amplifying a trend that was already underway.

“Football is the leading sport for women in the U.S., and we continue to grow,” states Marissa Solis, the NFL’s senior vice president for global brand and consumer marketing. “In fact, 68% of women and girls in America are supporters of the league.”

Solis, who joined the NFL in 2021, brings years of branding experience from Procter & Gamble and PepsiCo. Alongside Chief Marketing Officer Tim Ellis, Solis aims to broaden the league’s fanbase internationally and to bring diverse perspectives to the football community.

“Our success relies on staying relevant,” she explains. “We need to connect with various audiences, including young people, women, and multicultural communities.”

Through collaborations with broadcast partners and social media initiatives, Solis is reaching new demographics. She’s advocated for more partnerships with the wives and girlfriends of players and has worked with platforms like Betches, which is a media and entertainment brand led by women.

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“I believe the so-called ‘Taylor effect’ has certainly expanded our audience,” indicates Solis. “We admire Taylor; she’s a significant figure for this crowd. However, we were experiencing growth with this demographic before her influence. She just arrived at the perfect moment.”

Swift, unlike many other celebrity partners, motivates her fans to spend. Her romance with Travis Kelce has spurred sales in fashion boutiques around Kansas City.

Solis states her team is dedicated to addressing the needs of this expanding audience and hints at future plans for her department in the upcoming year.

The first step involves igniting interest in flag football globally. An upcoming 2-minute commercial styled like a “John Hughes film” will be shown during the Super Bowl to promote the sport.

Next is highlighting fashion. Sports commentator Erin Andrews has launched her own line, WEAR by EA. Swift sported one of her jackets at last year’s Super Bowl, and following that, the NFL partnered with Kristin Juszczyk after Swift wore her custom-made jacket to a game.

“There used to be a trend of just ‘pinkifying’ jerseys for women,” Solis recalls. “But now, fashion has genuinely become a crucial aspect for women in sports.”

The third step focuses on fantasy football.

“More women are engaging in fantasy football now, and they actively follow players, keep track of statistics, and strategize on who to select because they can be just as competitive, if not more so, than men,” remarks Solis.

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Taylor Swift may also influence the increased demand for Super Bowl advertisements. CNBC noted that after the Chiefs secured the AFC championship, Fox sold commercial slots for an unprecedented $8 million. It’s yet to be seen how brands will tailor their messages and if they will focus more on women’s narratives and Swifties.

“Women make 85% of all purchasing decisions,” points out Christine Guilfoyle, president of SeeHer, a gender equality initiative affiliated with the Association of National Advertisers.

“If you create the right content, she’ll engage with it financially,” Guilfoyle continues. “Taylor’s appeal illustrates the impact of what’s termed the ‘sheconomy’.” (Sheconomy refers to the growing economic power of women.)

Some brands, like Cetaphil, targeted Swift’s fans in 2024 with an advertisement about fathers and daughters bonding over football.

SeeHer evaluates brands on their approach to gender equality. Guilfoyle cautions marketers to use humor wisely and avoid portraying women in a negative light.

“Last year, only a third of advertisers met the gender equality benchmark of 100,” she notes. “This was largely due to humor that demeaned female characters or relegated them to stereotypical roles.”

Guilfoyle commended Ellis and his team at the NFL, including Solis, for their commitment to increasing inclusivity and attracting a broader audience to football.

“They have embraced modern marketing strategies, ultimately widening their consumer outreach to communities that historically felt excluded from the NFL,” she states.

Follow Bryan West, the News Network’s Taylor Swift reporter, on Instagram, TikTok, and X as @BryanWestTV.