Penn Entertainment’s ESPN Guess sports activities betting services could verify to be a winner at the Tremendous Bowl on Sunday — helped by the Taylor Swift effect, in accordance to Bank of America. “While the Significant Activity is generally significant for sportsbooks, we imagine the blend of 1) currently being performed in Las Vegas and 2) the storylines of Taylor Swift and Travis Kelce are elevating this video game to a bigger level,” Bank of America analyst Shaun Kelley wrote in a report Friday. Swift’s summer season live performance tour, for example, drove up resort occupancy charges and aided boost lodging stocks, according to Morgan Stanley, which reported a identical result could transpire for viewership and wagers on Sunday’s recreation now that Taylor is relationship Kelce, the Kansas Metropolis Chiefs restricted stop. Morgan Stanley analyst Stephen Grambling calculates Swift could guide to about a 10% increase in viewership. This could “increase sports engagement and/or betting audience as obvious in special bets outside the house the U.S.,” Grambling claimed in a observe to clientele Friday. Swift’s current existence at NFL game titles could possibly be fueling higher ticket price ranges and anticipations for both bigger television viewership and wagers, according to Kelley. Chiefs CEO Clark Hunt informed CNBC’s “Mad Income” in January that the team’s woman audience “has developed leaps and bounds” considering the fact that Swift began attending Kelce’s video games. To capitalize on the enthusiasm, sportsbooks are featuring Swift-relevant bets. These contain proposition, or “prop,” bets that aren’t tied to the last score, these types of as “How a lot of moments will Taylor Swift be shown on digital camera during the telecast of the sport?” or “Will the MVP point out Taylor Swift in his speech?” ESPN Bet primarily could advantage because, when compared with other sporting activities betting platforms, it “might have a bigger proportion of feminine bettors,” Kelley wrote. — CNBC’s Michael Bloom contributed to this report.