Patriots Owner Robert Kraft Praises ‘Smart’ Taylor Swift Ahead of Super Bowl LVIII

New England Patriots owner Robert Kraft likes what music sensation Taylor Swift has brought to the NFL.

Love her or hate her, pop star Taylor Swift has been the biggest story in the NFL this season as her relationship with Kansas City Chiefs tight end Travis Kelce continues to capture the hearts of America.

Arguably the most-popular woman in the world right now, Swift has made numerous appearances at Chiefs games to cheer on her new beau, and she’s in the spotlight every time. According to Front Office Sports, the music sensation has generated an equivalent brand value of more than $330 million for the NFL and the Chiefs, only further extending her massive reach.

When asked about Swift’s influence at Sunday night’s Grammy Awards, where she won Best Pop Vocal Album and Album of the Year for Midnights, New England Patriots owner Robert Kraft praised Swift for what she has done for the league and her personal brand this season.

“I think she’s increased the fan approval for young women, which we want, but she’s been smart because she is also getting male fans to come to her music,” Kraft told CNN. “I just think it’s the quality of the product and the parity and what the NFL presents.

“Our ratings this year were the highest for about seven to eight years and you look at the playoff games, it was phenomenal.”

Kraft added that he doesn’t believe the NFL’s spike in ratings isn’t solely due to Swift, as she’s only at one game out of the 16 on any given weekend. However, the “Swift Effect” has been on clear display in the playoffs, as the Chiefs’ last two games have both averaged over 50 million viewers to set records for their respective rounds.

Music and sports have crossed paths in a way rarely seen before this season, and with Swift sure to be on full display at Super Bowl LVIII on Sunday, Kraft hopes that this pairing will result in record ratings once more.

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“The nice thing about music and the NFL, but really all sports – in today’s world with so many challenges and problems and everybody’s got work problems, family issues – it’s an escape,” Kraft said. “We build community, both music and sport and everyone comes together. I think of this Super Bowl coming up in Las Vegas with two great teams, who are what I call ‘fourth-quarter teams.’ It should be very exciting and good for America.”