Ever since Taylor Swift and Travis Kelce confirmed their romance when she first showed up to one of his games back in September it seems as if the NFL can’t get enough of her. Every game she’s been at, the camera makes sure to pan over to her.

If you’re one of the people who thinks it’s overkill, you won’t forget this the next time she’s shown at a Chiefs game; and why you shouldn’t underestimate her mega stardom. Apex Marketing Group (via Front Office Sports) has found that due to Taylor’s presence alone, the Kansas City Chiefs and the NFL have generated an extra $331.5 million. This dates back to the first game she attended on September 24th.

That number, calculated Jan. 22, comes from print, digital, radio, TV, highlights, and social media mentioning Swift…

More females have been tuning into football with viewership increasing 9% compared to last season. In comparison, men viewership rose only 6%.

In addition to viewers, the sale of jerseys has gone up. For example, after that September game, sales of Travis Kelce jerseys went up 400%! His jersey is now one of the top-five selling jerseys of all time.

Overall, no matter how you feel about her, you can’t deny the T. Swift effect.