A Calgary business is capitalizing on Swifties' new Super Bowl craze

Whether it's the food, the halftime show or the game itself, Super Bowl Sunday draws tens of millions of viewers each year. It is consistently the most watched TV program of the year.

But this year, it's also a great new base of passionate fans tuning into the stands, and one Calgary business has stepped in.

In Super Bowl 58, the defending champion Kansas City Chiefs led by coach Andy Reid and the San Francisco 49ers led by Kyle Shanahan will face off Sunday afternoon in Las Vegas as the 2020 Super Bowl continues.

It's the fourth rematch by a head coach in Super Bowl history, but it's historic for a different reason.

The high-profile romance between Chiefs all-pro tight end Travis Kelce and pop superstar Taylor Swift has drawn fans' attention off the field and into the stands, where television cameras often see Swift cheering on the team in Chiefs gear.

One pop culture expert says it's almost a mythological romance.

“I think people see it as a Romeo and Juliet story,” said Brent Cottle, a pop culture instructor at Lethbridge College.

The love story between Kelce and Swift has drawn an unlikely new fan base to NFL football: the TikTok generation.

“I think the NFL is happy with that,” Cottle says, “because I think they'll take any fans they can get — and their brand is so big, I think they can absorb any audience.”

According to SportsMedia.com, 93 of the top 100 TV shows of 2023 were NFL games. The top-rated show of 2023 was last year's Super Bowl between the Philadelphia Eagles and the Philadelphia Eagles, which drew 115.1 million viewers in the U.S. and tens of millions more worldwide.

SWIFTIE SIX POPE

The NFL's encounter with the Swifties also means big money for the business, including more than $7 million in television sales for a 30-second slot.

But it's not just TV networks taking advantage of the Taylor Swift effect: Alberta Beer Exchange has created its own six-pack of craft cocktails inspired by Swift and Kelce's relationship.

“My wife and I had a laugh,” says Alberta Beer Exchange owner Corey Baier, “and since we had 49ers and Chiefs packs, we thought we'd add Swifties this year.”

These six-packs sell out as quickly as those 'Eras' concert tickets whenever a Taylor Swift tour stop is announced.

“(They sell quickly),” says Bayer. “They (Swifties) love it, they think it's funny … it brings everyone together, so it's good.”

But not everyone drinks from the same glass when it comes to Swiftie Super Bowl Gatorade.

“I think they pre-load a lot of celebrity spots,” says one Calgarian, “and regular people will see it because they want to see all the (celebrities).”

Another said: “People are bothering him, people are really upset with him (Kelce and Swift). I really like it. I think this is very good and will not harm anyone.”

Romantics are hoping love won't be left out on TV's biggest night of 2024.

“I hope their engagement is a big thing,” says another, “I'm going to cry.”

The remaining special Swiftie six-packs are on sale at the Alberta Beer Exchange at 1642 10th Avenue SW.

Super Bowl 58 begins Sunday at 4:30 p.m.

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