Community | Buzzworthy Better Together Whether it’s peanut butter and jelly or Coach Prime and the Colorado Buffaloes, some combinations make more magic than you’d expect. Find out how clever partnerships have boosted these brands and their merch. By Rachel Zoch 1. Traylor Swelce Perhaps you’ve heard of this up-and-coming singer and economic powerhouse named Taylor Swift? Her massively popular and successful “The Eras Tour” this summer plus a record-breaking concert movie premiere in October – raked in the dough. The impact of her fan base is so strong that it’s been dubbed “the Taylor Swift effect.” Just look at her romance with Kansas City Chiefs star Travis Kelce, which boosted NFL viewership – and sales of Kelce’s jersey skyrocketed by 400% – in the first week rumors of their relationship hit the internet. Heinz even got in on the craze with a “Ketchup and Seemingly Ranch” condiment after a fan posted a photo of the star snacking at a game, captioned with a guess as to what dip she was enjoying with her chicken fingers. Travis’ mom Donna Kelce rose to fame earlier this year when her two sons became the first brothers to face off on opposing teams in the Super Bowl, but that was nothing compared to the notoriety she gained from watching a game with Swift. Now, she is cashing in for charity with a “Rooting for the Offense” game day T-shirt that benefits the Heights Schools Foundation, an organization that provides scholarships, grants and other funding for students and staff in the Ohio public schools her sons attended. 2. Prime Time Another athletic match made in heaven appears to be the University of Colorado and head football coach Deion “Prime Time” Sanders – himself a football, baseball and pop culture star since the ’90s. Sanders’ popularity and personality are pushing interest in the school, the team and its merch to record highs. Colorado’s merch sales are up an eye-popping 1,200% over September 2022, including “Coach Prime” gear, and sponsorship revenue has increased by 42%. Images courtesy of Fanatics /NFL and Heinz Image courtesy of Fanatics/shop.cubuffs.com Image courtesy of HOMAGE 82 • DECEMBER 2023 • PPAI
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