For Swifties, the big game starts now: Taylor Swift has arrived at the Caesars Superdome in New Orleans for the Super Bowl 2025. And, unlike her boyfriend Travis Kelce and the Kansas City Chiefs and opponents the Philadelphia Eagles, Swift did not come to play.

The Chiefs needed all hands on deck if they hoped to win a third-straight title - including those in the luxury boxes.

In the past three years, according to research by marketing professor Kim Whitler, the number of Super Bowl ads that have had male-only celebrities has declined by 26% compared with a similar cycle from 2015 to 2017. Consequently, the number of ads that include both male and female celebrities has increased by 79%.