Taylor Swift was a big part of the buildup to Super Bowl LVIII in Las Vegas, making her 13th NFL game since she and Kansas City Chiefs tight end Travis Kelce went public with their relationship in September. Her appearance during the game was worth about $12.4 million based on the cost to run a 30-second commercial, which was $7 million in this year’s Super Bowl. However, Swift attended the game for free, making her presence a bargain for both the NFL and CBS.
Companies and brands have shelled out big bucks in the past to partner with celebrities for added star power. For example, Verizon reportedly paid Beyoncé $30 million to appear in its 60-second Super Bowl commercial. Other notable and expensive cameos include Larry David’s 30-second commercial for FTX in 2022 and Ben Affleck’s 30-second ad for Dunkin’ in 2023; the celebrities were paid about $10 million each, sources told CNN.
If this year’s Super Bowl does break viewership records, at least some of that can be attributed directly to Swift’s popularity. Several industry experts predicted record-breaking viewership ahead of the game, thanks in part to Swift’s attendance. In a Seton Hall Sports Poll conducted last month and published three days before the Super Bowl, 21% of respondents indicated somebody in their household planned to watch the game because Swift was expected to be there. For respondents between 18 and 34, the number was 41%. In an interview on CNBC in January, Clark Hunt, owner of the Chiefs, discussed how Swift has helped grow their fan base by attracting more women. “It’s been a very interesting, very fun year having them dating,” he said on CNBC.