How Taylor Swift's cultural impact is helping to shake up the women's sport landscape

As I rode the elevator up to the eighth floor of the Canadian Broadcasting Centre, the digital sign was informing people of the road closures around the building. The slide read, "The Swifties are Coming!"

For the next two weeks, megastar Taylor Swift and her legion of fans — known as Swifties — will be blocking traffic as she entertains hundreds of thousands of people at six sold out shows in Toronto for her Eras Tour.

In addition to the skyrocketing prices of hotel rooms, inflated Uber rates and hysteria around her presence, Swift hugely affects the sports ecosystem around her. Whether or not skeptics want to admit it, her connection to sport creates a cultural impact that can not be denied.

The NFL recorded ridiculously high social media engagement last year because of Swift's appearances at her boyfriend's games. In addition to a 400 per cent increase of Travis Kelce jersey sales, other leagues are leaning into any type of connection and link to the megastar. 

The Toronto Sceptres have an uncommonly close logo to one of Swift's logos in an old video and it may be wise to capitalize on that similarity.Sceptres player Renata Fast even commented with giggling emojis about that happy coincidence.