Odds makers are crediting Taylor Swift for the surge in consumer spending leading up to Sunday night's highly anticipated Super Bowl LVIII game between the Kansas City Chiefs and the San Francisco 49ers in Las Vegas. According to the American Gaming Association, total bets related to the Super Bowl are expected to reach a staggering $1.5 billion this year, a 35% increase from the previous record set in 2023.
Bank of America analysts believe that New York state could significantly contribute to the rise in betting, with an estimated $243 million in wagers placed. This would mark a 27% year-over-year jump. Nevada is also expected to generate a substantial portion of the total spend, as it generated $153 million in wagers last year. The majority of bets will likely take place at casinos and through popular betting platforms like DraftKings, FanDuel, and BetMGM.
The increase in bets has been attributed to the "Taylor Swift effect" by BofA analysts. Taylor Swift's high-profile relationship with Chiefs tight end Travis Kelce has captured the attention of fans, who are now placing a wide range of bets relating to their involvement in the Super Bowl. From predictions of Kelce scoring touchdowns in both halves of the game to his potential selection as the game's MVP, fans are even speculating on the possibility of Kelce proposing to Swift on the field after the game.
However, it is not just the unique nature of these bets that indicate the influence of Taylor Swift. Her presence and performances during her 2023 tour dates in various American cities have also sparked additional travel and leisure demand, particularly in cities like Las Vegas. BofA reports that hotels experienced an average year-over-year increase of 38% in revenue per available room during Swift's tour. As a result, this weekend, rates at the Wynn in Las Vegas have surged by 250%, while the average ticket price for the Super Bowl has risen by 27% to a staggering $9,014 per ticket.
BofA analyst Shaun Kelley emphasizes, "The storylines of Taylor Swift and Travis Kelce are elevating this game to a higher level." This surge in consumer spending highlights not only the impressive rally in the stock market in 2024 but also the growing popularity of sports betting and travel-related expenditures. With the continued support of the American consumer, these trends are expected to endure.