During the first half of Sunday’s Super Bowl, the Jumbotron at Allegiant Stadium in Las Vegas briefly cut away from the action on the field to show Taylor Swift chugging a beer in her luxury suite overlooking the stadium.
Swift was there, of course, to cheer on her boyfriend Travis Kelce and his Kansas City Chiefs, who won their second consecutive National Football League championship in dramatic extra time.
But the biggest winner of the evening was the NFL, by all measures the single greatest unifying live entertainment behemoth in the US. The league was given a tremendous gift when Swift began attending fixtures this year: ticket sales for some Chiefs games nearly tripled, and overall NFL ratings rose 7 per cent for the 2023 season.
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