It is difficult to quantify the impact of Swiftie demographics on these bets, but before the season, Wired contacted a number of sports bookstores including Betrions, Draftkings, Fanduel and Rivalry, said the Taylor Swift effect. It is real and predicts it will continue to affect their industry this season.
Tim Whitehead, the head of the sports house at Betrivers, briefly speaking. “As long as the largest pop star in the world is still dating one of the most famous NFL players, we will exploit that story to attract new audiences,” he told Wired in a statement . But from the beginning of the year, although Kelce still attracted a lot of betting, the Swift effect was too big. Fanduel noted that in the first two games without Swift's participation, Kelce's teammates achieved the same betting level with him. This month, Fanduel spokesman told Wired that the interest in placing Kelce “was equal to other players in the captain”.
Michael Naraine, Associate Professor of Sports Management at Brock University in Canada, said that this is due to the news that dominates the US election and betting cycle, along with the headlines that attracts little attention. More about the relationship of the couple when they stabilize the partnership. He said: “The T. Swift effect still exists, it has only been shut down in the past year.” “It is not topical, not motivated but still valid for books.”
ONE learn From Queensland University in Australia published in December shows that nearly 90% of the country's regular sports bets are men and think that this is at least partly due to the physical betting space “by men. dominating “in history, although smartphones have created more accessible gambling to female audiences. This model is still true in other countries, such as the US, where only 28% of the current sports bet among 2,000 people are surveyed as women. Yougov's two -week polls Last year. Author Rohann Irving said in a statement on research: “It is not surprising that betting companies are trying to take advantage of this change, targeting women with new betting cases like quantity. The award that Taylor Swift will win at this year's Grammy Awards. ”
Despite the great attention that Swift received from online sports betting sites since dating Kelce, she was just a character in the chorus in the wave of betting. Along with the industry. Previously, the betting stories that impressed the bet people focused on players and the championship team or weak. Today, the stories surrounding expanded to include a series of competitions, from the Oscar, to the US presidential election, to reality TV shows.
Jones, from Fanduel, said sports gambling enthusiasts did not care much about this trend. “They are considering defensive matches, attacks, weather and historical data; They don't care who he is dating, ”he said. But many people bet on entertainment-the people whom Jones says “the majority” in Fanduel's customer base-find stories like romantic love story Swift-Kelce when bet.
Joshua Grubbs, Associate Professor at the Faculty of Psychology of the University of New Mexico, who studied sports betting behavior, said the email that sports bookmakers “are completely trying to convert a group of people without Betting betting into bets ”. But whether Swift -based strategy is different from the usual marketing in the industry or not is still unclear. “I do not know that the bet to support Taylor Swift is more dangerous than any other type of support, the free bet or other advertising tricks they offer,” he said.
For Grubbs, instead is a broader question about the suitability of gambling ads, an unexplained debate including whether sports books should be advertised on television or allowed to be sponsored. For sports teams or not.
Betonline.ag's Cooper said: “Finally, we are content creators,” and note that the more the content has “attracted clicks”, the better. “When we see a plot or content that is a trend, we will rely on that and try to distribute to more subjects.”
The representatives in the industry that I have talked are hope for changes if Swift is engaged or have children with Kelce. Cooper said: “If Taylor Swift once performed a performance during the break time of Super Bowl and with the participation of the captains in it, that would break the whole world, the internet, everything.”