When Taylor Swift started dating Travis Kelce of the Kansas City Chiefs in September 2023, sports betting fans were less than enthused.
Robert Cooper, BetOnline.ag sportsbook director, remembers the reaction from pitching early Swift-themed prop bets, novelty wagers that don’t affect a game’s outcome or take place outside the game entirely, to football media. “Don’t send me this S-H-I-T,” he recalls them saying. “Send me football top 10 [betting odds] and that’s it.”
But Swift’s appearances at Chiefs games over the next several months generated an estimated $331.5 million in brand value for the team and the NFL. She was credited with ratcheting up viewership
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