Which brands scored big at the Super Bowl 2024?

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For the last 48 hours, Super Bowl content has dominated social media, after the Kansas City Chiefs beat the San Francisco 49ers at Las Vegas’s Allegiant Stadium on Sunday. Previously, the Super Bowl was a playground for beer or tech brands, rather than fashion or beauty. But this edition was different, thanks in large part to new NFL WAG Taylor Swift and a host of global celebrities and influencers, from halftime performer Usher and attendees Justin Bieber and Ariana Grande, to mega-influencers Alix Earle and Olivia Culpo, who are also dating NFL players.

This year, brands responded to the female Super Bowl viewership. Cetaphil’s pre-show ad, featuring a Swiftie daughter and NFL-mad dad bonding over the game, was the first sign. Ads from beauty labels like Nyx and Elf Cosmetics followed, along with a Verizon ad starring Beyoncé.

But some of the biggest winners were not those who shelled out an estimated $7 million for a TV advert; it was the fashion labels dressing some of the event’s key names, on and off the field. We crunched the numbers to break down some of the key moments.

Taylor Swift in Dion Lee and Area

Swift, who began dating Chiefs tight end Travis Kelce last summer, has boosted NFL viewership since she began attending games, particularly among female viewers. According to the New York Times, when Swift attended a Chiefs game, the TV networks averaged 25 million viewers in late Sunday time slots and 16 million in early Sunday time slots. That’s 9 per cent and 15 per cent more viewers than when she didn’t appear, respectively. The NFL has also boosted its global reach in her wake. In the UK, US-based leading jersey and merch licenser Fanatics has upped its product offering by 80 per cent this year, says Krista Corrigan, fashion and retail analyst at Edited, which she credits in part to the Swifties, as there are more Kelce products in stock so far in January 2024 versus any of the previous six months.

Swift only appeared for less than a minute on the Super Bowl broadcast, but she has since generated upwards of $180 million in media impact value (MIV) for the event, per initial data from Launchmetrics.