Valentine’s Day stirs up excitement and promises of new romances across the world, as love is in the air. Among the countless romantic tales that captivate our imagination, one duo stands out in the spotlight: Taylor Swift and Travis Kelce.
Their fairy-tale journey started when Kelce publicly declared interest in the singer on his podcast in July of 2023. Once Taylor Swift appeared at Kelce’s game against the Chicago Bears later in September, fans were left in a frenzy. The following months of their relationship included Swift’s attendance at Kelce’s games, hand-holding in the streets of New York City, and some key lyric changes that alluded to the football player during a concert.
The National Football League (NFL) immediately sought to capitalise on this budding relationship, which had the potential to draw in a larger female audience, by marketing Taylor Swift across broadcasts, frequently referencing her songs, and posting various content about her at the games on official social media accounts.
The NFL’s plan worked. Two million additional female fans tuned in to watch the Kansas City Chiefs play the New York Jets on October 1st.
However, not everyone was as thrilled. The backlash to Taylor Swift’s increased presence in the NFL reveals some of the most disgraceful aspects of American sports culture and its deep entanglement with misogyny and patriarchal norms.
Many NFL fans declare Swift is “ruining football,” as one Baltimore Ravens fan shouted at her at the Ravens-Chiefs championship game on January 28th.
The most popular sports podcast in the country, Pardon My Take, made extremely sexist comments about the couple in October. The hosts of the podcasts declared, “Taylor Swift is a problem for the NFL. We have to unite as a group of fans. We can’t let this happen.”
The treatment of Taylor Swift is shocking, but unfortunately unsurprising. When tensions run high, sports culture regrettably tends to fall back on tired tropes that target and disparage women.
This troubling pattern manifests in ongoing tolerance for players facing serious accusations of sexual violence, such as Deshaun Watson, Ben Roethlisberger, or former Washington Commanders owner Dan Snyder.
While the NFL may attempt to ride Swift’s celebrity status and appeal to female fans, true progress requires moving beyond superficial marketing ploys. The league should instead foster a culture that prioritises safety and inclusivity over mere profitability.
Illustration via Jessica Bolevin