It is difficult to quantify Swiftie’s demographic impact on these bets, but in the preseason, Wired contacted several betting houses, including Betrivers, Draftkings, Fanduel and Rivalry, who said the Taylor Swift effect was real and expected that they continue to affect their industry This season. .
Tim Whitehead, director of Betric Sports Betting, expressed it succinctly. “While the world’s largest pop star continues to dating one of the most popular NFL players, we will take advantage of that narrative to attract new audiences,” he told Wired in a statement. But even at the beginning of the year, although Kelce was still attracting strong bets, the huge swift effect seemed to have disappeared. Fanduel noticed that in two of the first games, none of whom attended Swift, Kelce’s teammates obtained his levels similar to his. This month, a Fanduel spokesman told Wired that the interest in betting on Kelce “has leveled to be in line with the other creators of the Chiefs game.”
Michael Naraine, associate professor of sports management at Brock University in Canada, attributes this to the US elections dominated the news and betting cycles, along with less striking headlines in the couple’s relationship as they adapted to their society . “The T. Swift effect still exists, only that it has been attenuated during the last year,” he says. “It is not so current, it does not have such a high impulse, but it is still valuable for books.”
TO study A study by the University of Queensland in Australia, published in December, found that almost 90 percent of the country’s usual sports statione “Dominated by men” throughout history, although smartphones make gambling are more accessible to the female public. This pattern is maintained in other countries, such as the United States, where only 28 percent of the current 2,000 respondents were women, according to a study. Two -week survey conducted by Yougov last year. “It is not surprising that betting companies are trying to take advantage of this change, addressing women with novel bets as how many awards Taylor Swift will win in this year’s Grammy,” said author Rohann Irving in a statement on the study.
Despite the enormous attention that Swift has received from online sports betting houses since it went out with Kelce, she is just one more character in the choir of the new wave of narrative bets that has arisen along with the industry. In the past, the bets of bets that played the sensitive fiber of the trainers focused on the players and teams champions or helpless. Today, the stories that are told have been expanded to include a wide range of competencies, from the Oscars to the US presidential elections and the reality show shows.
Jones, from Fanduel, says that passionate sports players give little importance to this trend. “They are analyzing defensive confrontations, offensive confrontations, climate, historical data; They don’t care who the boy comes with, ”he says. But many recreational traigators, which according to Jones constitute “an overwhelming majority” of the Fanduel client base, seek narratives such as the romance Swift-Kelce when they bet.
Joshua Grubbs, associate professor at the Department of Psychology at New Mexico University who has investigated behaviors in sports bets, says by email that betting houses “are absolutely trying to make a group of people who do not bet ” But it is not so clear if a Swift -based strategy differs from the usual marketing of the industry. “I don’t know whether to have Taylor Swift useful bets is more pernicious than any other set of props, free betting promotions or other tricks they offer,” he says.
For Grubbs, it is rather a broader issue about the suitability of the advertising of chance games, an unresolved debate that includes whether betting houses should be promoted on television or allowing sponsor sports equipment.
“At the end of the day, we are creators of content,” says Cooper de Betonline.ag, noting that the more “click-bait” is the content, the better. “When we see a story or something that is fashionable, we will rely on that and try to distribute it to a broader audience.”
The representatives of the industry I talked to have hopes of a change in case Swift committed or had a child with Kelce. “If Taylor Swift once did a part -time show of the Super Bowl and the Chiefs were in it, that would ruin the entire world, internet, everything,” says Cooper.
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