Super Bowl
Big stage for Usher – but everyone is watching Taylor Swift
The musician Taylor Swift (r) and Donna Kelce, the mother of her partner Travis Kelce. photo
© Nick Wass/AP/dpa
This year, US singer Usher wants to set the mood at the famous Super Bowl halftime show. But many viewers are likely to be looking for a completely different star.
At halftime of the 58th edition of the NFL finals, this time between defending champions Kansas City Chiefs and the San Francisco 49ers, the 44-year-old is now alone in the spotlight in the evening (Monday night CET). “I can’t wait to give the world a show unlike anything they’ve seen from me before,” the musician promised.
No money but a career highlight
The music stars of the halftime show, who receive no money for their performances but do receive a career highlight and worldwide – hardly less lucrative – attention, have often outshone the football stars on the pitch in the past. For example, last year, when singer Rihanna not only put on an acclaimed show, but also showed up with an unmistakable baby bump and thus informed the world of her second pregnancy. This year, however, many of the more than 100 million people who watch the football spectacle in the stadium in Las Vegas or on television in the USA alone are likely to be on the lookout for a star who neither plays football professionally nor at halftime -Stage announced is: Taylor Swift.
The singer has been dating Travis Kelce, who plays for the Kansas City Chiefs, for several months. The romance between the pop superstar and the football superstar is followed by millions of fans worldwide; the two 34-year-olds are considered a dream couple who combine sport, show and music. Swift, who triumphed at the Grammys last weekend and announced a new album, has cheered on her boyfriend at games in the stadium several times.
The “Taylor Swift Effect”
Numerous fans are enthusiastic, others criticize that the hustle and bustle surrounding the liaison distracts from what is happening on the pitch. The whole thing is definitely guaranteed to attract huge amounts of attention and headlines non-stop. NFL boss Roger Goodell even spoke of a “Taylor Swift effect” that drove up the North American football league’s ratings. Over 6,000 media representatives from 26 countries are expected at the Las Vegas venue alone.
The question remains, however: Will Taylor Swift even come to Allegiant Stadium for the Super Bowl? There has been no official confirmation of this yet – but also no cancellation. The singer has a series of concerts scheduled in Tokyo, the last of which was the day before the football spectacle. Theoretically, it would be possible for them to be back in Las Vegas in time, as even the Japanese embassy in the USA specifically assured in a message. But it would be a logistical challenge – including finding parking for her plane.
Will it also be about politics?
If Swift really showed up in the stadium, then there would be another aspect that millions of people would pay attention to: Excited debates have been going on for weeks about whether the pop star might comment on the US presidential election campaign at the Super Bowl and again – like in 2020 – could support the Democrat Joe Biden – and if so, with what effect. The singer, named Person of the Year 2023 by “Time” magazine, has enormous influence, especially among her fans – the “Swifties”. The Biden team is therefore hoping for support from an icon of the young generation, the Republican Donald Trump’s team is worried about the prospect – and wild conspiracy theories about Swift and Kelce have recently been circulating in right-wing circles.
In addition to Usher, Reba McEntire and Post Malone have also been officially announced as stars. Malone, 28, who is set to appear on Swift’s next album, sings the song “America The Beautiful.” The 68-year-old “Queen of Country” McEntire will perform the US national anthem “Star-Spangled Banner” this year. Stars such as Demi Lovato, Lady Gaga, Beyoncé, Whitney Houston, Diana Ross, Jennifer Hudson, Billy Joel, Mariah Carey, Alicia Keys and Neil Diamond had previously done this in the history of the Super Bowl.
Like every year, the Super Bowl, which has been sold out for a long time, is not only a huge sporting event and music spectacle, but also a huge platform for the advertising industry. No other event in the sports-loving USA captivates people as much as this one football game at the end of the NFL season. In American professional football, even the flow of the game and the breaks between plays depend on the length of the advertising shown. For 30 seconds at the Super Bowl, around seven million dollars (around 6.5 million euros) are due. Elaborate commercials are being produced with superstars specifically for the spectacle – announced this year include football idol Lionel Messi as well as Jennifer Aniston and David Schwimmer, former co-stars of the cult series “Friends”.