Comparing Messi and Taylor Swift's influence on American sport

How Taylor Swift and Lionel Messi have influenced sports in America, respectively.

The Super Bowl this year is not just a sports event; it's a cultural phenomenon, thanks in no small part to Taylor Swift, the pop superstar drawing eyes to the NFL like never before. Swifties are buzzing for this year's event, setting the stage for what might be the most-watched game in NFL history. 

Swift, fresh from her Eras Tour stop in Japan, is flying back to support her beau, Travis Kelce of the Kansas City Chiefs, at Allegiant Stadium in Las Vegas. Meanwhile, Messi steps into the limelight not on the field but in a commercial, marking his first Super Bowl ad appearance.

The Swift Effect on the NFL

Taylor Swift's connection to the NFL, specifically through Travis Kelce, has sparked a viewership surge, with a Seton Hall University poll revealing 21% of Americans are tuning in for a glimpse of the pop icon. 

Swift's influence extends beyond mere appearances; her relationship with Kelce has seen his jersey sales skyrocket by 400%. The NFL season has enjoyed a 7% increase in viewership, with a notable 8.1% jump among young female viewers, arguably drawn by Swift's presence. This phenomenon has translated into a staggering $331.5 million in brand value for the Chiefs and the NFL.

Messi's Mania in MLS

On the other hand, Lionel Messi's arrival at MLS' Inter Miami has sent shockwaves through American soccer, boosting jersey sales, ticket sales, and overall league viewership. Every game featuring Messi sold out, season tickets for the new season were snapped up in record time, and Inter Miami's valuation soared from $600 million to over $1 billion. 

Messi's impact is also felt off the field, with promotional deals and social media influence boosting local businesses and enhancing the league's profile internationally.

Comparing both influences 

Daniel Ladik, the chief methodologist for the said Seton Hall poll went ahead to compare and contrast the effect of both global superstars to American sports. 

“There is one huge fundamental difference between the two,” Ladik stated. “MLS would be absolutely nothing in part of the global sports narrative without Messi,” Ladik said. “The NFL would still be colossal without Taylor Swift. She just found a way to kick it into another gear.”

“It didn’t seem like those subscription numbers were going all that well[referring to Apple+ MLS Pass that saw a spike in subscription when Messi signed]. Then Messi joined (the league) and that unbelievable run they had in the Cup, changed the entire narrative of soccer in the United States, and beyond the United States. Everything about that conversation is about one of the world’s most recognizable people at the top of their game, who is actually on the field.”

Speaking about Taylor Swift, he said, “To have an individual have that much impact on something that they don’t play in, perform in or are directly involved in, is unprecedented. I can’t think of another situation at any point, sport or non-sport, that has someone from the outside that had such a dominant influence on everything.” 

“The onus is on the NFL to be the marketing machine that they are to find a way to sustain it,” he said, per the Athletic. “The onus is on the NFL to figure out a way to make this sustainable—not that they’re going to be able to keep 100% of the gains, but a third of the gains for both the younger demographic and the female demographic? That’s a win.”

Both Swift and Messi represent a new era of celebrity influence in sports, transcending traditional boundaries and bringing their massive global followings to the NFL and MLS. While Swift's association with the NFL might be seen as more transient, Messi's impact on MLS is poised to leave a lasting legacy, reshaping the league's narrative and global standing. 

The challenge for the NFL and MLS now is to capitalize on this unprecedented attention, turning fleeting interest into long-term fan engagement.

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