It is difficult to quantify the impact of the Swiftie demographics on these bets, but pre-season has reached out to various sports books, including clingers, drafts, Fanduel and Rivalry, who said the Taylor Swift effect was real, and expected that expected that It would continue to affect their industry this season.

Tim Whitehead, sports book head at Competition, set it concise. “As long as the world’s biggest pop star is still going out with one of the NFL’s most popular players, we will use that narrative to attract new audiences,” he told Wired in a statement. But even early in the year, despite Kelce still attracting strong bets, it seemed as if the excessive Swift effect had decreased. Fanduel noted that Kelce teammates in two early games, who were not attended by Swift, achieved similar betting levels as he had. This month, a Fanduel spokesman told Wired that the interest in betting on Kelce “has been” in line with the other playmakers on the Chiefs. “

Michael Naraine, an associate professor of sports management at Brock University in Canada, attributes this to the US election that dominates news and strut-saving cycles, along with less attention-in-law in the couple’s relationship as they established their partnership. “The T. Swift effect still exists, it’s been muted for the past year,” he says. “It’s not so topical, it’s not such a high momentum, but it’s still valuable for the books.”

A study by the University of Queensland in Australia, which was published in December, found that nearly 90 percent of the country’s regular sportscasters are male, and suggested that it, at least partially, was due to physical betting spaces provided by the History is “male dominated”. Smartphones make gambling more accessible to female audiences. This pattern applies in other countries, such as the US, where only 28 percent of the current 2,000 -year -olds of 2,000 were questioned women were according to a two -week poll by YouGov last year. “It is not surprising that betting companies are trying to take advantage of this shift and target women with new bets such as how many awards Taylor Swift will win at this year’s Grammy’s,” writer Rohann Irving in an exemption on the study said.

Despite the great attention Swift has received from online sports books since she went out with Kelce, she is just one character in a choir in the new wave of narrative betting that has shot up with the industry. In the past, betting stories that hit the fever focused on suspicion or champion players and teams. Today, the stories that were spun expanded to include a wide range of competitions, from the Oscars, to the US presidential election, to reality TV programs.

Jones, from Fanduel, says fiery sports gamblers give little to this trend. “They look at defensive matches, offensive matches, weather, historical data; They don’t care about whom the guy goes out, ”he says. But many recreationalists – who, according to Jones, make up an “overwhelming majority” of Fanduel’s customer base – are looking for stories like the Swift -Kelce romance when betting.

Joshua Grubbs, an associate professor at the University of New Mexico’s Department of Psychology who researched sports betting, says via email that sports books “absolutely try to convert a group of people who do not bet into betters.” But whether a Swift-based strategy differs from the industry’s usual marketing is less clear. “I don’t know that to have Taylor Swift prop bets more harmful than any other set of prop bets, free bets promotions or other gimmicks they offer,” he says.

For Grubbs, it is rather a broader issue of the relevance of gambling ads, a turbulent debate that includes whether sports books on television should be promoted or allowed to sponsor sports teams.

“At the end of the day, our content creators,” said Cooper of concreteline. “When we see a storyline or something that is a tendency, we’re going to lean on it and try to spread it to a wider audience.”

The industry representatives I spoke to were hopeful about a turnaround would get engaged Swift or get a child with Kelce. “If Taylor Swift had ever done a Super Bowl rest time show and the Chiefs were in it, it would break the whole world, internet, everything,” says Cooper.