Star value in the NFL – IP issues from the blossoming relationship between Taylor Swift & Travis Kelce

The complex interplay between sports, celebrity relationships, and law is by no means a new phenomenon; but has recently taken centre stage through the news that global pop icon Taylor Swift is romantically linked to NFL star and Kansas City Chiefs tight end, Travis Kelce.[1] Between a surge in Kelce jersey sales by a remarkable 400%,[2] a viewership boost of over two million female viewers,[3] a significant uptick in international NFL viewership overall, and mass interaction with social media, television, and digital and print news featuring the relationship; experts estimate that Swift’s recent NFL interest has generated $122 million of brand value.[4]

Whilst certainly a dream come true for the NFL marketing team, the situation has, and will continue to undoubtably initiate a cascade of legal considerations spanning multiple areas of law. Most of the potential considerations currently pertain to IP law, involving both copyright and trademark issues; however, additional areas will be examined to illustrate the multifaceted impact this relationship uniquely has within the sports industry. Overarchingly, the infusion of Swift’s star power into the NFL arena has undoubtably elevated the leagues visibility on a global scale for a specific demographic; and though the relationship is still new, it is blossoming within a nuanced legal landscape.  

This article examines the various legal and IP issues arising from the frenzy that the NFL and the star couple may be considering:

• Copyright
  • The NFL’s rights in images, videos, social media
  • Music rights
• Trademarks and merchandising
  • Travis Kelce^TM
  • Dealing with bootleg merchandise
• Further legal considerations
  • Contracts and revenue distribution
• Comment