Fox Sports’ Erin Andrews has offered high praise for Taylor Swift, attributing a notable rise in female NFL viewership to the pop superstar’s presence at games.
During a live taping of her Calm Down podcast at the Cannes Lions 2025 Festival of Creativity, Andrews explained how Swift’s visibility and enthusiasm have helped reshape the television landscape for football.
Andrews shared: “Our ratings are up for women, which is huge for us. … 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.”
Andrews described the Sunday broadcast she hosts, America’s Game of the Week, as now splitting its audience evenly between men and women – something she sees as especially encouraging. This increase reflects a broader trend of women feeling more confident watching the NFL.
Andrews’ remarks echo recent figures from the NFL’s leadership. Marissa Solis, the league’s senior VP of global brand and consumer marketing, revealed that women and girls make up nearly half of NFL fans.
She credited Swift’s high-profile appearances at games – including her partnership with Travis Kelce – as influential in that growth.
That influence even caught the attention of NFL Commissioner Roger Goodell. In a recent press appearance, Goodell referred to Swift’s prominence at games as “a positive,” noting her status as a genuine fan and her effect on attracting younger and female audiences.
The Taylor Swift Gridiron effect
Before Swift’s entry onto the NFL scene, many female viewers reported feeling intimidated by football’s traditionally male-dominated culture. But with Swift in luxury boxes, cheering alongside other high-profile attendees, that dynamic began to shift. Andrews noted that Swift’s involvement made sports “cool,” contributing to a cultural shift in how women relate to the game.
Andrews and co-host Charissa Thompson have taken advantage of this change. Their Calm Down podcast aims to welcome all types of viewers-whether they know every X and O or are simply drawn by the celebrity connection. As Andrews pointed out, the goal now is to both teach and entertain a wider, more diverse audience.
Swift’s impact has stretched far beyond stadium buzz. With her arrival, the Chiefs and NFL have seen significant spikes in merchandise revenue, media coverage, and ratings.
Studies tracked a nearly $1 billion increase in brand value associated with Swift’s NFL involvement, including bumping Sunday Night Football viewership by millions – particularly among teenage girls and young women.
That uptick is no accident. The NFL has actively pursued a more inclusive audience strategy, expanding coverage and diversifying promotion. Swift’s embrace by public figures like Erin Andrews, and the attention of Roger Goodell, signals a broader industry recognition that blending entertainment, celebrity, and sports can drive long-term engagement.
A deepened connection
Taylor Swift’s relationship with Travis Kelce has done more than dominate headlines-it has to redefined who watches the NFL and how. By lowering barriers and reframing attendance as mainstream cultural participation, she’s helped make football more accessible.
Erin Andrews put it simply: Swift made it less scary for women to tune into football. Now, with equal representation half the time, football broadcasts feel more inclusive – richer, more diverse, and reflective of game-day crowds across the country.
As Andrews put it: “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.”
Andrews’ commentary, alongside league-wide data and Goodell’s support, marks a clear shift: Taylor Swift isn’t just a celebrity at NFL games – she’s a catalyst for changing the sport’s cultural identity. The “Taylor Swift Effect” is more than a trend; it’s a turning point in how football welcomes and engages new fans.
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