• Travis Kelce is ranked as the NFL’s most marketable player in a new study, driven by his high-profile relationship with Taylor Swift and increased media attention.
• The “Swift-Kelce effect” has attracted a younger, more diverse audience to the NFL, with many discovering the sport through social media and coverage of the couple.
• Other NFL stars like Patrick Mahomes, Odell Beckham Jr., and Lamar Jackson are also benefiting from this growing fan interest, making it into the top five most marketable players. 

A new study by Hennessey Digital names Kansas City Chiefs tight end Travis Kelce as the NFL’s most marketable player, driven by a surge in media attention surrounding his high-profile relationship with music icon Taylor Swift. This crossover between sports and pop culture has propelled Kelce’s influence beyond traditional football audiences, drawing millions of new fans to the NFL and setting a new benchmark for player marketability. This phenomenon is attracting younger, more diverse audiences, many of whom are discovering the sport for the first time through social media and coverage of the couple.

The study also reveals that other prominent players, like Patrick Mahomes, Odell Beckham Jr., and Lamar Jackson, are benefiting from this expanded audience. While they are already popular for their on-field performance, the new wave of fan interest driven by Kelce’s off-field visibility is widening their reach and visibility, further amplifying the NFL’s  appeal across new demographics. The study analyzed factors such as social media following, web presence, and search volume to determine each player’s marketability.

The top 10 Most Marketable NFL Players

1. Travis Kelce

Travis Kelce tops the list with an impressive index score of 94.59. The Kansas City Chiefs‘ tight end boasts 6.8 million Instagram followers, tying for the third highest among the players analyzed. Kelce leads in average monthly search volume with over 7.15 million searches, indicating his significant popularity and fan engagement. Additionally, he has been mentioned on approximately 198,000 web pages in the past year, reflecting extensive media coverage.

2. Patrick Mahomes

Ranking second with an index score of 89.07, Chiefs’ quarterback Patrick Mahomes is a close contender. Matching Kelce with 6.8 million Instagram followers, Mahomes garners substantial attention both on and off the field. His average monthly search volume stands at 29,402, and he has 172,448 web mentions, underscoring his prominence in the NFL.

3. Odell Beckham Jr.

Odell Beckham Jr., wide receiver for the Miami Dolphins, secures third place with an index score of 86.65. Beckham Jr. has the highest number of Instagram followers at 17.5 million, highlighting his global appeal. While his web mentions (18,828) and average monthly search volume (747,740) are lower than the top two, his social media influence significantly boosts his marketability.

4. Lamar Jackson

Baltimore Ravens’ quarterback Lamar Jackson holds fourth place with an index score of 85.79. With 3.5 million Instagram followers, Jackson has a robust online presence. His average monthly search volume is 1,053,210, and he has 61,894 web mentions, reflecting his rising star status and dynamic playstyle.

5. Christian McCaffrey

San Francisco 49ers’ running back Christian McCaffrey ranks fifth with an index score of 83.24. McCaffrey has 2.6 million Instagram followers and an average monthly search volume of 1,040,862. His 50,098 web mentions indicate consistent media interest, bolstered by his performance on the field.

6. Tyreek Hill

Tyreek Hill of the Miami Dolphins comes in sixth with an index score of 83.10. The wide receiver has 2.7 million Instagram followers and an average monthly search volume of 974,205. Hill’s speed and playmaking abilities contribute to his 45,722 web mentions, enhancing his marketability.

7. Russell Wilson

Quarterback Russell Wilson, now with the Pittsburgh Steelers, ranks seventh with an index score of 82.46. Wilson’s 5.6 million Instagram followers and 62,962 web mentions reflect his veteran status and leadership qualities. His average monthly search volume is 5,725.

8. Dak Prescott

Dallas Cowboys’ quarterback Dak Prescott takes the eighth spot with an index score of 82.13. Prescott has 2.2 million Instagram followers, an average monthly search volume of 830,834, and 53,329 web mentions, solidifying his role as a key figure for “America’s Team.”

9. Von Miller

With an index score of 80.60, Buffalo Bills’ linebacker Von Miller ranks ninth. Miller has 2 million Instagram followers, 59,378 web mentions, and an average monthly search volume of 215,983. His expertise and charismatic personality enhance his appeal.

10. Joe Burrow

Cincinnati Bengals’ quarterback Joe Burrow rounds out the top ten with an index score of 78.38. Burrow’s 4.1 million Instagram followers and rising performance contribute to his 52,739 web mentions and an average monthly search volume of 1,372, signaling a bright future ahead.

Top 3 Least Marketable NFL Players

Detailed Insights on the Top 3 Least Marketable Players

216. Josh Metellus

Safety Josh Metellus of the Minnesota Vikings has an index score of 13.65. With 202,000 Instagram followers, his social media presence is modest compared to top players. Metellus has been mentioned on 1,735 web pages and has an average monthly search volume of 15, indicating lower visibility and fan engagement.

217. N’Keal Harry

Also with the Minnesota Vikings, wide receiver N’Keal Harry holds an index score of 13.64. Harry has 202,000 Instagram followers, 1,049 web mentions, and an average monthly search volume of 30. Limited on-field impact and media attention contribute to his lower marketability.

218. Sean Murphy-Bunting

Cornerback Sean Murphy-Bunting of the Arizona Cardinals ranks last with an index score of 7.10. Despite having 206,000 Instagram followers, he has 1,891 web mentions and no recorded average monthly search volume, reflecting minimal online and media presence.

Jason Hennessey, CEO of Hennessey Digital, commented:

“In today’s digital age, an athlete’s marketability extends beyond their performance on the field. Social media presence and online engagement play pivotal roles in how players connect with fans and brands. Our study showcases how players like Travis Kelce leverage their digital platforms to build personal brands, creating opportunities both within and outside of sports. For businesses, partnering with athletes who have strong digital footprints can significantly amplify marketing efforts.”