It’s undeniable that Taylor Swift has transformed the landscape of football fandom. Since the pop superstar made her debut at a Kansas City Chiefs game in September 2023 to cheer on her new partner, tight end Travis Kelce, NFL viewership among young women has surged. Games featuring Swift tend to see significant spikes in female viewership across various demographics, including teenagers, college students, and those over 35, as indicated by Nielsen and NBC ratings. With the couple’s engagement announced in August, it’s likely that this wave of new football fans will continue to rise, prompting the NFL to adapt and cater to this enthusiastic female audience. Here’s a look at how football is drawing more women into the fold (and encouraging them to open their wallets).
Stepping onto the Field
From referees to scouts to technology-savvy assistants, more and more on-field roles are being filled by women. Currently, 358 women occupy coaching and football operation positions within the league, a significant increase from just 92 in 2020. “We aim for normalization and balance,” says Sam Rapoport, an NFL diversity and inclusion consultant and founder of the NFL Women’s Forum. “I’m not a big supporter of the idea that ‘The future is female.’ I believe the future should strive for balance.” This shift reflects the growing interest in the league from women: According to a 2025 SSRS Sports Poll, 47% of the U.S. NFL fan base is female, with women accounting for 40% of the league’s international expansion.
Ads for Everyone
While the majority of advertisements during NFL games still primarily promote light beer, gambling, and snacks, sharp-eyed viewers noticed a shift in some campaigns during Week 1. Pampers, for instance, advertised during the first week of Sunday games, explicitly targeting the primary shoppers of baby products: women. Additionally, Hyundai released a Palisade ad featuring Parker Posey during the season opener, opting for the “White Lotus” star’s charm rather than the usual retired athletes and comedians. “Families influence about 80% of car-buying decisions,” explains Kate Fabian, marketing communications director for Hyundai Motor America. “Connecting with women is essential for us. The NFL serves as a significant cultural platform where families and communities unite.”
A Pioneering Voice
Kate Scott made history by becoming the first woman to call a regular-season NFL game for Westwood One, the league’s official radio partner, on September 28. “It’s an amazing honor. I grew up listening to football on the radio with my dad,” Scott shares. The monumental leap for representation is not lost on her.
“I bring with me the memories of many women I’ve met over time whenever I’m in the broadcast booth, knowing that numerous women before me dreamed of this but it was ahead of their time,” she reflects.
Regarding the feedback from male listeners, she states, “Some openly admit, ‘I wasn’t a fan at first, but my daughter is now much more interested in the sport.’” Scott acknowledges that there will always be skeptics who doubt a woman’s place in this role. “So I work hard to prove them wrong,” she adds.
Fashion Meets Fandom
Merchandise is not only a testament to team loyalty but also a lucrative business, generating billions for the NFL. However, many female fans feel that the available styles for women fall short of their expectations.
“Everything I own is from the men’s section because I wasn’t interested in what they offered for women,” remarks Zara Terez Tisch, whose clothing line, Terez, aims to innovate sports apparel. Tisch has now partnered with the NFL to create officially licensed products. The league’s collaboration with Off Season originated organically when co-founder Kristin Juszczyk began crafting custom apparel for the wives of players, eventually designing a jacket for Swift that became a sensation.
“I never realized I wanted to venture into sports, but our mission has always revolved around unity,” Tisch states. “In male-dominated fields, it’s crucial to honor the women supporting the athletes, the women at home, and the women on the field and team.”
