NFL releases statement defending Taylor Swift takeover on social media, coverage

The NFL released a statement Wednesday explaining their coverage of pop superstar Taylor Swift amid criticism from diehard fans.

Swift, rumored to be in a relationship with Kansas City Chiefs tight end Travis Kelce, has attended the past two games of his, taking in the action from a suite. On both the FOX and NBC telecasts, Swift was often shown during the game, and the NFL routinely posted video/photo of her on its social media pages.

In the statement, the league defended its spotlight of the “Cruel Summer” singer.

“We frequently change our bios and profile imagery based on what’s happening in and around our games, as well as culturally,” the NFL told PEOPLE. “The Taylor Swift and Travis Kelce news has been a pop cultural moment we’ve leaned into in real time, as it’s an intersection of sport and entertainment, and we’ve seen an incredible amount of positivity around the sport.

“The vast majority of our content has remained focused on the game, our players and variety of other initiatives, including our Toy Story Funday Football alt-cast, the international games and more.”

During Wednesday’s episode of “New Heights with Jason and Travis Kelce,” the 33-year-old admitted the league is “overdoing it a little bit” in showing Swift during the broadcast of games.

“I think it’s fun when they show who all is at the game,” Travis Kelce said. “I think it brings a little bit more to the atmosphere, brings more to what you’re watching. But at the same time…”

Jason Kelce finishes the thought: “They’re overdoing it.”

“They’re overdoing it a little bit for sure, especially my situation,” Travis Kelce said. “I think they’re just trying to have fun with it.”

Taylor Swift brings big business to NFL

One thing is for sure: Swift is good for the NFL’s business, evident by the ratings of the games in which she has attended. In total, the Chiefs’ 23-20 Week 4 victory over the New York Jets this past Sunday garnered an average of 27 million viewers, the most-watched Sunday show since Super Bowl LVII in February. Viewership peaked at more than 29 million viewers during the second quarter.

The biggest jump in viewership compared to previous “Sunday Night Football” games took place among teen girls (age 12-17) — a 53% spike from the season-to-date average of the first three weeks.