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Taylor Swift Triggered a Tsunami of Sports Bets. Then She Stopped Turning Up

Wired
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Taylor Swift started dating Travis Kelce of the Kansas City Chiefs in September 2023 .

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 .

BetMGM memorably announced that the “ Taylor Swift effect” led to a 51 percent increase in women betting.

A study from the University of Queensland in Australia found nearly 90 percent of the country’s regular sports bettors are male.

This was due to physical betting spaces being “male-dominated” over history, though smartphones make gambling more accessible to female audiences.