Brands are loving Taylor Swift’s engagement. Do they need to calm down?

['Rachel Treisman', '.Wp-Block-Co-Authors-Plus-Coauthors.Is-Layout-Flow', 'Class', 'Wp-Block-Co-Authors-Plus', 'Display Inline', '.Wp-Block-Co-Authors-Plus-Avatar', 'Where Img', 'Height Auto Max-Width', 'Vertical-Align Bottom .Wp-Block-Co-Authors-Plus-Coauthors.Is-Layout-Flow .Wp-Block-Co-Authors-Plus-Avatar', 'Vertical-Align Middle .Wp-Block-Co-Authors-Plus-Avatar Is .Alignleft .Alignright'] TPR: The Public's Radio 2025-08-27 18:16:08

Travis Kelce and Taylor Swift celebrated publicly after the Kansas City Chiefs won the 2024 Super Bowl. NPR’s Leila Fadel speaks to Bryan West, a reporter who covers Taylor Swift for the USA Today Network. A week before Panera celebrated Swift’s engagement (“she said yeast!”), it heard her discussing her sourdough obsession on a widely-watched episode of Kelce’s New Heights podcast. “To truly resonate with our guests, we need to meet them in the cultural moments that matter, and few are bigger than those involving Taylor Swift,” Shambura added. One way to measure that: How much audience engagement their Swift engagement posts get.