How Taylor Swift and Travis Kelce could move into a new era of super wealth
Taylor Swift and Travis Kelce have each made a fortune out of their respective careers, but they could move into a new era of brand marketing and super wealth as a unit.
Music
Don't miss out on the headlines from Music. Followed categories will be added to My News.
Ever since they made their relationship public in September last year, Taylor Swift and Travis Kelce have had the glare of the world’s spotlight pointed firmly on them.
And with a combined net worth of more than $A4 billion, the two could use their joint star power to further boost their bank balances.
But the sports-entertainment coupling (and the monetisation of those unions) is not a new phenomenon. Marilyn Monroe and New York Yankees star Joe DiMaggio set the tone way back in the 1950s. Since, we’ve had sports-entertainment power couplings (and some who have fallen apart) such as David and Victoria Beckham, Tom Brady and Gisele Bündchen, and Andre Agassi and Brooke Shields.
But no one can quite match the combined star power – or financial upside – of the genetically blessed Taylor and Travis. Here, we take a look at the big business behind the high-powered duo and how they’ve perfected the art of couples brand building and why the sky’s the limit.
HOW MUCH IS TAYLOR AND TRAVIS’ COMBINED NET WORTH?
According to Forbes, Swift is the world’s richest female musician with an estimated net worth of $2.5 billion (she comes in second to embattled rapper Jay-Z who tops the list with $4 billion in the bank). Kelce isn’t short of a dollar but his net worth comes in way under his superstar girlfriend with an estimated net worth of $145 million.
HOW HAS TAYLOR MADE HER MONEY?
Bloomberg reported in late 2023 that Swift had reached billionaire status. At the time, they noted that her music catalogue was worth $632 million, $190 million in streaming earnings from Spotify and YouTube and $126 million in royalties from her music sales. But the superstar’s record-breaking Eras tour took in a whopping $3.5 billion, making it the highest grossing tour ever. Taylor’s ownership of the tour’s production company, booking agency, and merchandise sales company contributed to her earnings.
HOW HAS TRAVIS MADE HIS MONEY?
Kelce has a net worth of $A142 million. Aside from his football earnings (tipped to pass $158 million at the end of his current deal), Kelce rakes in $8 million a year in endorsements from brands such as McDonald’s, Nike, Bud Light and others.
In August, the Kelce and brother Jason signed a three-year deal with Amazon for a whopping $160 million for exclusive multimedia rights to the brothers’ popular New Heights podcast.
WHAT HAS THE ‘TAYLOR EFFECT’ BEEN ON TRAVIS AND THE KANSAS CITY CHIEFS?
Astronomical. Not only has Kelce’s popularity skyrocketed in the wake of his association with Swift, the pop star’s association with the Kansas City Chiefs star has generated a brand value of $525 million for the Chiefs and the NFL. According to Newsweek, the NFL’s e-commerce partner reported that sales of Kelce’s number 87 Kansas City Chiefs jersey jumped a staggering 400 per cent after he started dating Swift.
Meanwhile, the “Taylor Effect” is said to have drawn more women and girls into watching American football and TV ratings for the sport have jumped astronomically too, especially with women. It just recorded the highest regular-season viewership by women, including a 53 per cent surge with teenage girls and a total of more than two million women of all ages tuning in since Swift started attending games, which can only mean more advertising opportunities from TV and on-field exposure, according to IDX. Swift’s association with the NFL has also attracted more traditionally female-centred advertisers such as L’Oreal, Dove, and e.l.f. Cosmetics.
WHAT IS THE COUPLE’S REAL ESTATE PORTFOLIO WORTH?
Let’s just say, they’re not short of a roof to live under. Right now, Swift’s main base is a luxury townhouse in New York’s exclusive Tribeca neighbourhood and Kelce’s base is a mansion in Kansas City. The Grammy-winner owns multiple properties – including four in New York, three in Los Angeles and a couple in Nashville – which are all valued at $237 million. For his part, Kelce has been building a property portfolio of his own. He currently lives in a $10 million mansion in Kansas which boasts six bedrooms, a wine cellar and a movie theatre. He also owns another $1.5 million mansion in Kansas, and a $530,000 apartment in Orlando, Florida.
IF THEY MOVE IN TOGETHER, WHERE COULD THEY LIVE?
Given Swift’s epic two-year Eras tour finally wrapped in Toronto earlier this month, her schedule has suddenly freed up. With Kelce signed to the Kansas City Chiefs until the end of 2027, he’s a bit more wedded to life in America’s midwest. Since finishing the tour, Swift has been spotted more frequently in Kansas City, including visiting a children’s hospital. Post-football career, Kelce – having already dipped his toe into Hollywood – could look at making Los Angeles his new base. Fortunately, Swift owns three homes in Los Angeles including a sprawling historic mansion in Beverly Hills built by MGM founder Samuel L Goldwyn. Taylor snapped up the estate for $40 million in 2015.
COULD TAYLOR AND TRAVIS BUILD A SUPER BRAND?
Yes! And it’s already happening. Aside from the “Taylor Effect” on the NFL, the couple have been quietly making money off their partnership. In September when they attended the US Open – Kelce decked out in head-to-toe Gucci, Swift in Reformation – brand experts suggested the pair could have raked in multiple millions for wearing the labels, given photos of the two were seen around the globe. There’s also been persistent rumours that the two could buy a stake in the Kansas City Chiefs. NFL Commissioner Roger Goodell said of Swift: “If she’s interested, I think she has the ability to do it.”
Speaking with his brother Jason about his future ambitions of potentially paying to own part of his team on the siblings’ New Heights podcast, Kelce said: “I would rather try and buy the Chiefs or be a minority stake owner in the Chiefs.”
WHAT 2025 LOOKS LIKE PROFESSIONALLY FOR TAYLOR AND TRAVIS
Swift has mooted taking a break in 2025 after the gruelling Eras Tour but there are still work things to be done. She’ll be front and centre at the Grammys in February after The Tortured Poets Department received six nominations. There’s also talk an Eras Tour documentary will be released in 2025. Swift is a prolific songwriter so don’t be surprised if we see some new music next year even if it is the highly anticipated release of Reputation (Taylor’s Version). Kelce’s 2025 plans, meanwhile, are more solid; the Chiefs are again expected to feature in the Super Bowl in February, he’s got his multimillion-dollar podcast with brother Jason to record, and he also hosts the game show Are You Smarter Than a Celebrity? After appearing in Ryan Murphy’s Grotesquerie this year, don’t be surprised if we see the star footballer pop up in another TV show.
Originally published as How Taylor Swift and Travis Kelce could move into a new era of super wealth
Xmas party DJ arrested for turning up music
Two ‘out of control’ Christmas parties with hundreds of attendees were shut down by police, but one DJ allegedly ignored police and tried to keep the festivities going.
America reacts to Beyonce’s monster show
Beyoncé set the stage alight during her NFL halftime show on Christmas Day in Houston – but fans noticed one missing element.