Super Bowl LVIII is the pinnacle of excitement for the National Football League (NFL). Held annually on the second Sunday of February, this championship event unites the finest teams from the AFC and NFC conferences in a quest for the Vince Lombardi Trophy. Set to unfold on February 11, 2024, amidst the vibrant backdrop of Las Vegas, Nevada, this year’s spectacle promises an exhilarating clash between the defending champions, the Kansas City Chiefs, and the San Francisco 49ers. With a global audience spanning tens of millions, the Super Bowl transcends mere sporting competition, evolving into a cultural phenomenon that brings enthusiasts together to revel in the spirit of sports, entertainment, and consumerism.
The latest consumer spending data from NRF and Prosper Insights & Analytics’ 2024 Super Bowl survey found that a record 200.5 million U.S. adults plan to tune in to the big game, up 3.9% from 2023. This year, 112.2 million people plan to throw or attend a party, and another 16.2 million plan to watch the game at a bar or restaurant. Total spending on food, drinks, apparel, decorations, and other purchases for the day is expected to reach a record $17.3 billion, up 4.8% from last year. The average spend per household for the event is predicted to reach $86.04, with the majority allocated to food and beverages.
With over 330,000 visitors expected to book approximately 350,000 room nights in Vegas for the Super Bowl, the city anticipates a substantial economic impact exceeding $600 million. The forecasted average daily rate for a hotel room in Las Vegas between February 9 and February 11 is $573, surpassing Miami’s previous record of $559 set in 2020 for Super Bowl LIV. Las Vegas also stands to benefit significantly from the San Francisco 49ers playing in the Super Bowl, as San Francisco is Las Vegas’s second-largest visitor feeder market after Los Angeles.
The Swiftie Effect on Retail
Super Bowl LVIII is poised to be a star-studded extravaganza, with a lineup of powerhouse performers with a confirmed roster including music icons such as Reba McEntire, Post Malone, Andra Day, and Tiësto, with halftime show headliner Usher. But the NFL’s biggest star isn’t one of their confirmed performers, but none other than Taylor Swift.
The pop megastar has been a financial boon for the NFL and Kansas City Chiefs in the wake of her romance with star tight end Travis Kelce, creating a “brand value” of $331.5 million for the Chiefs and the NFL. Taylor Swift’s presence at the games has helped the NFL produce its highest regular-season female viewership since it started collecting that data in 2000 and the top regular-season mark in the 18-34 demographic since 2019. Female viewership rose 9% from the 2022 season to this season, higher than male viewership’s 6% uptick.
Less than 24 hours after Taylor Swift was spotted at her first Kansas City Chiefs game in 2023, the star tight end’s jersey sales saw a nearly 400% spike in sales throughout the Fanatics network of sites. Coming into the 2023 season, Travis Kelce’s jersey sales were outside the top 10 in most popular purchases, easily trailing his Chiefs teammate Patrick Mahomes and even his brother Jason Kelce. A recent survey revealed that “Swifties” carry some real purchasing power. A study of 300 U.S. retail store associates reveals that 100% of respondents said Taylor Swift has impacted sales at their physical stores, including purchases influenced by her as a brand as well as her music, movies, and concerts.