From Swifties to Touchdowns: Taylor Swift as the NFL's Marketing MVP for Expanding into New Audiences
A version of this post was originally published in my weekly email for marketers.
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At this year's Super Bowl, my pre-teen daughter—a kid who has never expressed any interested in football—watched every second of the game. Her group chats were blowing up, with middle school girls texting each other every single primetime Taylor sighting, and cheering for some football along the way.
Taylor Swift has been the best thing to happen to the NFL since the fluorescent yellow line that appeared on our television screens in the 1990s—bringing with her a whole new audience of potential football fans.
“Taylor Swift has been the best marketing to happen to the NFL since the fluorescent yellow line that appeared on our television screens in the 1990s—bringing with her a whole new audience of potential football fans.”
- Sarah Weise, Marketer, Author and CEO of Bixa
Expanding market share by capturing new audiences is a key goal of many a marketer. But how you go about it can make or break your game.
Take Bud Light, for example. For years, this brand leaned on over-the-top joke ads to push sales. But as interest in beer has faltered, especially among a Gen Z audience, nearly all beer companies have had to rethink their offerings and strategies to reach new audiences.
So Bud Light decided to team up with a big-name influencer to showcase their commitment to diversity and inclusion. Sounds good on paper, right?
Not so much… In fact, this move torpedoed the brand.
Here's what happened… On April 1, Bud Light sponsored an Instagram post by a transgender woman, Dylan Mulvaney. A firestorm of anti-trans backlash began. The company first responded with a straightforward explanation of its relationship with social media influencers, but then released a statement from the CEO that angered both sides and implied that there had been miscommunication about how to market Bud Light.
Bud Light ended up alienating a bunch of their loyal drinkers and stirring up a whole lot of drama. The backlash was huge, sales took a hit, and it was a mess for the brand's reputation.
On the flip side, an influencer like Taylor Swift has completely reinvigorated the NFL.
By authentically introducing Tay Tay into the NFL world, the NFL has tapped into her massive fan base in a way that feels genuine to Swifties. It hasn’t just about getting her audience to watch football; it has been about merging two worlds in a way that feels right for everyone involved.
The takeaway here? Know who you're talking to. It's not just about slapping a famous face on your brand and calling it a day. As a marketer, you’ve got to make sure it makes sense for your audience and that you're not just chasing the next big thing — you are strategically expanding to new audiences in a clear and intentional way.
Bud Light's fumble shows just how badly things can go if you don't. Meanwhile, the NFL's win with Swift is a textbook example of doing it right, showing that when you nail that audience connection, it can really pay off.
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