Super Bowl 58: The Star Power of Swift, Kelce, and Mahomes
- February 6, 2024
- SponsorPulse Staff
But how much "star power" do they truly have, and what kind of impact can they have in the world of sponsorships? We crunched some numbers from the SponsorPulse insights platform to find out.
A Swifties Ride: The Queen of Awareness
Taylor Swift, renowned for her music and cultural influence, boasts staggering awareness levels, reaching 100% or 218+ million people aged 13-64 in the US alone.
When juxtaposed against the NFL's annual reach of 135 million people in the US, the star power of Swift becomes even more apparent. Still, Swift shines in other areas, too, with a solid 66% Likeness score, indicating positive sentiment towards her, according to SponsorPulse data.
Additionally, 33% of folks express interest in her, and 31% would love to meet her in person. When it comes to brand partnerships, 17% of people support brands she endorses, showcasing her influence. Plus, with a 13% Growing Interest score, her star seems only to be rising - the Grammy's announcement of her new album dropping in April won't hurt either.
Mahomes: An MVP with Momentum
Kansas City Chiefs quarterback Patrick Mahomes is just a little behind in recognition, with 167 million people acknowledging him. Despite playing in a relatively smaller market, Mahomes' athletic ability and leadership have gained him global recognition. Pair with that the coverage he receives across all media platforms, including Netflix's docuseries Quaterbacks, and you've got yourself a household name.
While his Likeness score of 43% is lower than Swift's, he compensates with high Interest (32%) and Meeting Interest (27%) - meaning consumers would be interested in meeting him one day.
Interestingly, per data from SponsorPulse, 27% of people endorse brands Mahomes partners with, showcasing his ability to drive support. Based on the value of his endorsement, Mahomes has built quite an impressive list of brand partnerships that as of December 2023 included the likes of Adidas, State Farm, Subway, Hy-Vee, Oakley, Head & Shoulders, and DirectTV.
The most impressive stat? A massive 21% growing interest indicates that his popularity is rapidly ascending.
Kelce: The Underdog with Undeniable Influence
Though Tight End superstar Travis Kelce has the lowest Awareness out of the three (99 million), his other metrics pack a punch.
For example, SponsorPulse data shows that 59% of people like him, with an impressive 52% expressing interest and 32% wanting to meet him. Support for brands that he endorses sits at 26%, and his growing interest of 21% mirrors Mahomes's. Whether it be his fashion sense, podcasting skills, bromance with his NFL star brother Jason Kelce...Travis Kelce has become a relatable, likeable, powerhouse in sport and entertainment.
The “Star Power Bowl”
These numbers show how their collective influence transcends brands and can capture the admiration of millions nationwide — contributing significantly to the event's allure. Pair this star power with that of the Super Bowl LVIII Apple Music Halftime Show, Usher and his surprise guests and we've got ourselves the making of what many expect will be the most watched Super Bowl of all time.
As the big game approaches, SponsorPulse offers in-depth analysis of thousands of celebrities and properties, helping you make data-driven decisions. Create a free SponsorPulse account today!
