Canadian brands hope to score with Taylor Swift fans during Super Bowl
BNN Bloomberg
Most Canadian companies locked in their Super Bowl ad space long before anyone knew the Kansas City Chiefs would make it to the final match, but experts say many of those brands will be looking to score big with the audience drawn in by the team's most famous fan: Taylor Swift.
The American pop star has been in the spotlight at Kansas City's NFL games since she first cheered on her tight end boyfriend Travis Kelce against the Chicago Bears in September. Many of her fans have since become rabid football watchers, attributing Swift with getting them into the game.
Those fans represent a lucrative opportunity for brands to branch out beyond their typical targets — men between the ages of 18 and 35 — and reach tween, teen, gen Z and millennial women, who tend to drive most decisions around which goods households buy, marketing experts say.
"People are arguing it's doubling the impact of your marketing value and spend, so that's obviously valuable," said Cheri Bradish, a sports marketing professor at Toronto Metropolitan University.
