Taylor Swift's NFL impact goes beyond Travis Kelce—Erin Andrews explains how she changed the game
Erin Andrews believes Taylor Swift made football more inclusive for women (Getty Images)
Taylor Swift's presence at Kansas City Chiefs games may have initially drawn headlines for her romance with
Travis Kelce
, but the ripple effects of her involvement in the NFL world have reached far beyond celebrity buzz. Longtime FOX sideline reporter
Erin Andrews
believes that Swift has played a meaningful role in making the league more accessible and enjoyable for female viewers—and the numbers appear to back her up.
How Taylor Swift helped change the game for women watching the NFL, according to Erin Andrews
During a live taping of her Calm Down podcast with co-host Charissa Thompson at the Cannes Lions 2025 Festival of Creativity, Andrews addressed how Swift's affiliation with the NFL has helped shift the perception of professional football among casual female fans. While answering a question from the audience about coverage of women's sports, Andrews steered the conversation toward the changing demographic landscape of NFL viewership.
'Our ratings are up for women, which is huge for us,' Andrews shared. 'What's really cool is women aren't as afraid. Listen, America's Game of the Week, which is the game I do on Sundays, the demographic is split down the middle. It's like the highest-rated show for women out there, which is amazing for us.'
That surge in interest didn't happen in a vacuum. Andrews pointed to Taylor Swift's popularity and her willingness to step into the NFL spotlight—cheering on Kelce from luxury suites and becoming a visual fixture of Chiefs game days—as a major factor.
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'But I think the casual fan doesn't feel as afraid to watch professional sports right now, watch the NFL because, well, our girl Taylor helped out with that,' she said.
'It's cool. Which, we're excited. We want casual fans, we want fans that know a lot. Listen to the podcast, watch our broadcasts, we'll help teach you the game.'
Interestingly, Andrews and Thompson had once publicly encouraged Swift to consider Kelce as a romantic interest.
'If you are looking for a guy, please try our friend Travis, he is fantastic,' Andrews said in a 2023 podcast episode. 'This is one, Taylor, I know we're not the best of friends, we're not even friends, but I consider you one. Take us up on this, go on a date with this guy.'
Swift apparently took that advice to heart. Since going public with Kelce, she's been regularly spotted at NFL games, and in the process, has brought a wave of new fans—especially women—into the league's orbit.
According to Marissa Solis, the NFL's senior vice president of global brand and consumer marketing, nearly 47% of the league's audience now comprises women, a number that continues to climb.
NFL Commissioner Roger Goodell acknowledged the impact of Swift's involvement. 'Having the 'Taylor Swift effect' is also a positive,' he said. 'Both Travis and Taylor are wonderful young people, and they seem very happy. She knows great entertainment, and I think that's why she loves NFL football.'
While it's unclear how long Swift will remain a regular presence at NFL games, what's evident is that her influence has helped redefine how women connect with the sport. With Andrews continuing her Sunday coverage on FOX and Swift expected to return to the stands for the upcoming season, the NFL may have found one of its most unexpected and effective ambassadors.
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