Swift-Driven Growth and Global Strategy Boost NFL Viewership

The NFL has rebuilt its image and expanded its fanbase by humanizing players, leveraging Taylor Swift’s influence to attract more women, and embedding live-game coverage within broader streaming strategies. The league is expanding internationally, partnering with platforms for live content and sports-focused programming, and using cross-media events like Bad Bunny’s Super Bowl appearance to grow global viewership. Despite past scandals, a new generation of star players and broader outreach are fueling increased engagement, with NFL-driven games accounting for a large share of 2025’s top telecasts and a season rich in close finishes.