Hi everybody I'm Brittany I'm Brittany Lewis with Forbes breaking news joining me now as Forbes contributor Leonard

Armato Leonard, Leonard thanks so much for joining me.

I'm Brittany good to see you again.

Good to see you as well and I'm excited for our conversation today because it's really two worlds

colliding this football season with Taylor Swift hitting the stands to support her boyfriend

at Travis Kelsey. So first before we dive into the conversation,

what did you make of this crossover over this season?

Well, it's massive. I mean, it's huge for the NFL. It's even big for her because, I mean, how do you get bigger than Taylor Swift? It's kind of hard, but she seems to figure out ways to just keep expanding her presence, her likeability, her

brand, so I would say she's a marketing genius.

I want to read you a number because when I heard it, I mean my eyes popped out of my head according to reporting from

front office sports Taylor Swift quote has generated an equivalent brand

value of 331.5 million dollars for the Kansas City Chiefs and the NFL.

You said she was a marketing genius, so how exactly do you think she was able to do this?

Well, I mean, her association with Kelsey and the Chiefs is what does it and

she's the biggest star in the world so that's the impact I mean I think their

merchandise sales went up by 400%, the brand value went up tremendously, but if you think about it,

viewership for all the NFL games are going up in a big way. In fact, people were predicting

that this would be the biggest Super Bowl ever,

because I don't know if you heard this, Brittany,

but she's actually playing in a concert

in Tokyo, Japan on Saturday night in the Super Bowls on Sunday.

So everybody was predicting if she was going to be there or not. I think the prevailing

...