It’s not like Kansas City Chiefs tight end Travis Kelce, brother of Haverford’s Philadelphia Eagles center Jason Kelce, needed exposure.  He was already seeing big support from sponsors.

But after his “date” in Arrowhead Stadium with Taylor Swift, advertisers and millions of Swifties are checking out Travis Kelce, writes Justin Birnbaum for Forbes.

Taylor Swift sat next to Kelce’s mother at his Sept. 24 game decked out in a red and white Chiefs windbreaker.

The event introduced Swift fans to the NFL and vice versa.  

Kelce admitted he had invited Swift to the game, feeding rumors the two are dating.  

The Swift Effect is paying off for Kelce. He picked up 500,000 new followers on social media over the weekend. Kelce’s merchandise sales shot up about 400 percent on Fanatics’ network of sites.

“His overall brand image has become a lot brighter just given the fact that you now have all of these Taylor Swift fans, millions who now know who he is, who may not have known him before,” said Eunice Shin, a partner at brand consultancy Prophet.

Given Swift’s huge fan base, there’s astronomical potential for exposure, something brands will pay dearly for.

Read more about markets and Swifties checking out out Travis Kelce in Forbes.