[ARETE] Sport and Society -Super Bowl LVIII

[richard crepeau]

Sport and Society for Arete

February 10, 2024



Every Super Bowl is different in its own way. There are good exciting games, and there are blowouts. There are games decided early, and games decided by a field goal or extra point as the clock runs out. But that’s just the game, and the game is the least important part of the Super Bowl. The real show begins a week or more before the game.

It is the hype that counts, as does the action only tangentially related to the game. This would include the gambling, which is a focal point for many fans. There are the TV commercials that some have called mini-film festivals. There is the entertainment component including pre-game, national anthem, and halftime entertainment.

Television has its own points of identity: Which network is broadcasting the game; Who will be the announcers; What new technology will they introduce at the Super Bowl? The telecast will also serve as a lead-in to the introduction of new programming for the network.

How much will the network pay for broadcast rights and how much more can they collect on commercial rates? Each year these numbers increase.

By the end of the game, which comes at the end of two weeks of hype, each Super Bowl produces some signature moment, some star who might or might not go to Disney World or some moment or star who completely swallows this gigantic event and stamps itself upon that particular Super Bowl. One such moment produced, what it now identified as, the “Janet Jackson Super Bowl.” Super Bowl LVIII will, without a shadow of a doubt, be remembered as the “Taylor Swift Super Bowl.” The Mega-Star has overshadowed nearly all facets of the game and game-related activity.

At some point during the season, the “Taylor Swift Factor” began to attract a huge amount of attention to the Kansas City Chiefs games. The catalyst for this development was the fact that Travis Kelce, the Chiefs tight end, was dating the mega-star of contemporary music. Taylor Swift is a touch stone for millions of young women, and the popularity of her music exceeds that of all those who have preceded her. Her albums are awaited breathlessly and, when they go on sale, they break records overnight. Her following on the various social media sites is massive. In addition, her life story has become a major saga and much of it reflected in her music. Anything or anybody associated with Taylor Swift becomes a matter of public interest.

The Swift impact on Travis Kelce is a case in point. He has experienced a massive uptick in popularity on and beyond the football field. Almost immediately, Kelce began appearing in commercials with his quarterback Patrick Mahomes, with his mother, with his brother, and on his own for various products.

When Taylor Swift began coming to Chiefs games, it became a major story. Several television shots of her in the Kelce and KC family luxury box became a much commented upon phenomenon. Each week the TV shots seemed to grow, even though they may not have. Swift was seen in the company of Donna Kelce, Brittany Mahomes, and other player’s wives in the luxury box and in the city. The size of the Chiefs television audience also increased.

The Kansas City Star did not seem able to get enough of Swift. There were three photographers covering her. What she wore to games became a matter of detailed interest. Twelve different outfits worn to as many Chiefs games were spotlighted, as were the 34 photos of her taken for her 34th birthday.

With Kansas City’s drive to the Super Bowl, Taylor Swift’s schedule became a matter of national interest. Would she be coming to the Super Bowl? She was scheduled to open her tour in Japan on Super Wednesday. How could she manage it all? A further complication developed on Wednesday in Tokyo when the city was hit with a snow storm. It did not affect the sellout crowd for her tour, but would she be able to get out of the city for a flight to Las Vegas?

Some believe that the television ratings for this Super Bowl will top all previous Super Sundays. The reason is that millions of Swifties, who have no particular interest in the NFL or the Super Bowl, will join the massive television audience making the ratings even more Super.

Gambling is always a major part of the Super Bowl. This year will be no exception. Billions are bet across the globe. The Swift Factor will inflate the numbers, as will the fact that the game is taking place in the gambling capital of the world. There will be multiple opportunities to make Taylor Swift Bets. Already there is more money being bet on Kelce scoring a touchdown than is being bet on the 49ers Moneyline and spread combined. You can bet on who Taylor Swift will sit next to; if she will hug or kiss Travis Kelce; what Swift hit song will Tony Romo reference during the television broadcast; the over/under on how many times Swift will be shown during the game; or if there will there be a marriage proposal to top off the game. The options seem to run into infinity.

At the Commissioner’s annual Press Conference, Roger Goodell found himself fielding four questions dealing with Kelce and Swift. “Having a Taylor Swift affect is a positive,” said Goodell. Senator Robert Marshall, the Kansas Republican, seems to agree, citing “Tay Tay” as one of the advantages that the Chiefs have over the Niners.

Remarkably, The Taylor Swift Affect seems to have gotten into the heads of MAGA folks who see a conspiracy of some sort involving the NFL and TV networks that will promote President Biden’s reelection. It seems that the game has been fixed and will end with a Kelce touchdown catch followed by a joint Kelce-Swift endorsement of Biden on the field. I could go on from here, but this is already way more than anyone should think about.

However, two other new aspects of this Super Bowl need to at least be mentioned: the hundreds of podcasts that are now a major part of the scene, and the Super Bowl Coloring Book to help the kiddies celebrate Super Sunday. Nor should the commercials be forgotten, as the cost of ads is $7M for thirty seconds, not to mention the millions spent on production of the ads.

But, forget about it!

This is the Taylor Swift Super Bowl, TSSB LVIII.

On Sport and Society this is Dick Crepeau reminding you that you don’t have to be a good sport to be a bad loser.



Copyright 2024 by Richard C. Crepeau
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