Taylor Swift-spotting is the new national pastime for football fans this NFL season. The pop star's appearances at Kansas City Chiefs games have bolstered viewership among younger demographics. Yahoo Sports Senior NFL Reporter Jori Epstein details how the NFL is capitalizing on Swift's overwhelming fandom during her iconic Eras tour.

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This post was written by Luke Carberry Mogan.

Video Transcript

SEANA SMITH: Jori, what do you think of how the NFL has handled this and, I guess, the ability here for the NFL to retain some of these new fans that they've gotten?

JORI EPSTEIN: Yeah, I mean, it's funny.

I've seen some people critical of it, like, oh, the NFL went overboard.

And I'm like, these are two of America's biggest entertainment brands with an opportunity to cross over.

Why not?

Why not lean into it?

Why not have fun with video image and photos of Taylor in Travis Kelce's mom's suite?

I mean, that's great.

So they definitely realize this is a growth opportunity for them and the audience in a way that maybe men 18 to 34 are not.

They're leaning into it, and they love it.

- And Jori, how does the NFL leverage that growth opportunity and make sure that momentum can stay, even if Taylor Swift doesn't show up to every single game?

JORI EPSTEIN: Yeah.

I think I will tell you, there were numbers that came out from this past weekend's Cowboys at San Francisco 49ers game, being like, hey, look, women watched this one, too.

It was a big game, women watched.

And I think that's what the NFL is realizing that, yes, there were people who were tuning in to see Taylor Swift.

But women like football.

I mean, clearly, I have a little bit of something to say about that.

But I think that the NFL is saying, let's make this a fun experience.

Let's make this something where we're constantly thinking about all of our opportunities.

This doesn't need to be the end of it.

This is just the beginning.

BRAD SMITH: I mean, these are, like, free points, a free kick that the NFL is essentially getting here.

And I hate to confuse football references.

But at the same time, that's just what it is, especially when they've tried to annex the celebrity appeal.

Yeah, great, Bradley Cooper loves the Eagles, so should you.

I mean, I'm already an Eagles fan.

I didn't need Bradley Cooper to tell me that.

But, hey, if Taylor Swift-- who, by the way, I believe was an Eagles fan-- is now a Chiefs annex, well, that's, I guess, another reason why you should like one of the most popular teams in the league.

How is the NFL going to successfully go about the "celeb washing," if you will?

JORI EPSTEIN: Yeah, I mean, I think what's funny is that you might say, well, why does the NFL need Taylor Swift?

They're already getting the top 10 ratings, et cetera, et cetera.

And the numbers come out this week-- they may be higher now-- that Travis Kelce has gained 1.1 million Instagram followers since the Taylor Swift news started to percolate.

So this is something where they can say, we are seeing the numbers reflect this.

Now, the NFL did some things.

Their official Twitter account was changing their photos and their byline to Taylor Swift and to lyrics and images.

They got a little bit of backlash of that because there was a controversial officiating call at the end of the game.

And people were saying, oh, you just wanted the Chiefs to win because Taylor was there.

But I think they will continue to lean into it.

They probably are taking a couple weeks off the pedal because of that criticism.

But I don't think this is over.

And I'll be at the league meetings next week.

And we'll ask, like, what are your plans to carry this forward?