Last month, the talk of the town around the NFL was in Arrowhead Stadium, where the Kansas City Chiefs hosted the Chicago Bears. The excitement had nothing to do with the game itself, however, because while the Chiefs were blowing out the Bears in what was probably the most lopsided game played so far this season, all eyes remained on Fox Sports and the special guest in the Kelce family suite: Taylor Swift. 

Swift again made an appearance in the Kelce box the following week, this time in New Jersey for the Chiefs game against the New York Jets. For a primetime Sunday Night Football game, the nation’s attention lay again not just on the football game, but Swift’s reactions throughout it.  

Swift initially appeared at Arrowhead just 10 days after initial rumors spread of her and Chiefs’ tight end Travis Kelce “quietly hanging out.” Sparks flew in New Jersey, as Swift high-fived and screamed alongside Kelce’s mom during the blowout win, and then left alongside Kelce following the game. 

It remains unclear whether Swift is genuinely into Kelce; regardless, this is no doubt beyond the tight end’s “Wildest Dreams.” The pop superstar knows dating rumors “All Too Well.” Just the talk surrounding these two stars has led to an increase in popularity of both parties, filling the “Blank Space” that was missing in both the NFL and Taylor Swift’s fan demographics. 

From the NFL side, 24.3 million viewers tuned into Chiefs vs. Bears, making it the No. 1-watched game this past weekend despite how one-sided it was. Roku TV data revealed that, compared to the Chiefs vs. Jacksonville Jaguars game a week prior, the Chiefs-Bears matchup saw a 63% increase in female viewers ages 18 to 49. It seems the romance has attracted football fans from a new demographic. 

Swift’s appearance at the game has also led her fans, “Swifties,” to learn the rules of football in order to celebrate Kelce’s performance alongside Swift. An array of twitter, TikTok and articles surfaced to teach many of Swift’s fans the essential rules of a game they now have an incentive to watch. 

Nobody saw more of an increase in popularity than the Pro Bowl tight end himself. Kelce gained 383 thousand Instagram followers since Sunday’s game aired, saw his podcast that he hosts with his brother called “New Heights” top the Apple Podcasts charts and had his jersey sales spike 400%. 

It’s difficult to imagine Swift becoming more popular than she already is. Still, one of the last places Swift could have imagined being mentioned is on an NFL broadcast. 

NFL commentators have started to sneak Swift’s lyrics into their coverage of NFL games, with Ian Eagle notably stating, “Kelce finds a blank space for the score!” when Kelce caught a touchdown pass during the Chiefs game against the Jaguars. If this continues, the NFL can even slip in some of her songs during their transitions to timeouts or even pregame coverage. 

Who knows how long the Kelce-Swift relationship will last, or whether it will end with a fiery new single from Swift critiquing both Kelce’s off-field actions and tight end skills. For what it’s worth, the NFL is certainly “Enchanted” with the national spotlight it has received because of it.