Swiftonomics: How brands may cash in on Taylor and Travis’ engagement

Taylor Swift’s engagement to American football star Travis Kelce is already making ripples in the business world after the pair made the announcement on Tuesday.

"Your English teacher and your gym teacher are getting married,” the billionaire singer and her fiancé told fans on Instagram. The post included five pictures of the couple in a garden, with Kelce down on one knee.

Shortly after the news was announced, Swifties were quick to analyse the post (featuring so-called Easter eggs or hidden messages), even dissecting the fashion choices made by Swift and Kelce.

Swift’s dress, a Ralph Lauren halterneck piece selling for around $400 (€345), has already sold out. The retailer’s stock price rose a marginal 2% in daily trading yesterday. Also in Ralph Lauren, Kelce wore a black cable-knit polo shirt and white trousers.

Alongside her Cartier watch, Swift’s engagement ring can be seen in the third picture in the carousel.

According to US reports, Kelce worked with New York designer Kindred Lubeck of Artifex Fine Jewelry to design the ring and since news of the engagement broke, the designer’s website has essentially sold out. Prices for rings on its website start at around $29,000 (€25,000).

Shares of Signet Jewelers, one of the few jewellers that trades on major exchanges, spiked immediately following the announcement at around 19.00 CEST, and the stock rose more than 3% in daily trading.

In the betting world, meanwhile, the engagement also seemed to be pushing up demand. According to Bloomberg, betting sites Kalshi and Polymarket saw a flurry of gamblers keen to put their money on predictions linked to the couple. Some are waging on the wedding timeline, when the couple might have a baby, or whether Swift will headline the 2026 Super Bowl halftime show. Around $250,000 (€216,000) changed hands on Kalshi for bets on whether the two would get engaged last year.

The economic impact of Taylor Swift’s stardom, dubbed ‘Swiftonomics’, is a phenomenon that has already received much attention. The singer’s most recent Eras tour racked up $2.1 billion (€1.8bn) in sales, making it the highest-earning concert run in history, followed by Coldplay’s ongoing Music of the Spheres tour.

Swift’s 149-show run, for which she sold over 10 million tickets, was a welcome boost for the hospitality sector, increasing demand for hotels and restaurants.