Full exposure: how to influence fandom like Travis Kelce
Above: Travis Kelce and his girlfriend, Taylor Swift.
Kelce's brand blends on-field intensity and off-field relatability, appealing to a broad audience beyond football enthusiasts. Strategic business and appearance moves, combined with the charisma of Taylor Swift and the entire Kelce family, have propelled him to a realm of fame akin to cultural icons like the Kardashians.
Kelce's journey underscores the power of visibility driving further opportunities. Positive exposure attracts attention from various stakeholders, creating a virtuous cycle of increased visibility and engagement. Now, add the magic of dating Taylor Swift, and you have a never-ending train of positive attention.
The other side of that train, though, is a big risk: cyclical negative exposure could lead to lost opportunities, indifference from consumers or a dreaded social media cancellation. To date, Kelce's authenticity (and maybe some child-rearing credit to his mother, Donna) has allowed him the ability to steer clear of PR crises. His reputation isn’t angelic, and that's exactly what makes him so endearing. His authenticity reinforces a positive sentiment and amplifies his connection with audiences which, in turn, renders him an ideal choice for brands or media looking to make a deal.
When you consider your next brand representative, the perfect fit doesn’t mean perfectly curated media coverage or social feed. It’s about distributing your messaging by connecting your brand to what your audience already loves. Brands seeking to emulate Kelce's success should prioritise authenticity in their influencer marketing endeavours and keep their eyes peeled for emerging trends that will dominate headlines and comment sections.
And maybe that’s a goofy tight end who drinks beer during Super Bowl parades and adorably tweeted about that one time he saw a “squirle”.