The Super Bowl always draws crowds to betting windows and online sports books, but some of the most talked about action this year will leave a blank space in Las Vegas.
With in-person sports books limited to action on the field, Adam Burns, the sports book manager for BetOnline.ag, found himself capitalizing on the moment by preparing odds for a flood of unusual wagers: What sort of outfit will Taylor Swift wear to the game on Sunday? Will the CBS broadcast show her holding a beverage or giving high-fives? Will she cry if the Kansas City Chiefs lose to the San Francisco 49ers?
For some much-needed assistance, Mr. Burns turned to a reliable source: his teenage daughter.
“Friends are like, ‘Come on over and watch the game with us,’” Mr. Burns said in a telephone interview from his home in Montreal. “I can’t. I have to watch Taylor Swift. You can ask me the next day who won the game, and I won’t even know. But I’ll know how many times Taylor Swift was shown on TV.”
Ms. Swift, who won two Grammys on Sunday night and announced the release date for her next album, was a phenomenon long before she started dating Travis Kelce, Kansas City’s star tight end. But her regular appearances at his team’s games this season — clad in red, celebrating Mr. Kelce’s touchdowns, and even sharing a luxury box with his bare-chested, beer-swilling brother — have produced crossover magic with the N.F.L.
BetOnline.ag, which is based in Panama, has so many Swift-related Super Bowl prop bets — 89, a reference to her album “1989” — that Mr. Burns had to plumb the depths of the absurd, including: What shade of lipstick will Ms. Swift choose for the game? (Red, a signature color for Ms. Swift, is favored, followed by “any other color.”)
Bet U.S., an online casino based in Costa Rica, also has a smorgasbord of Swift-related bets.
“If it’s something that’s going to attract some attention and we can make legitimate odds on it, there’s a good chance that we’re going to do it,” said Tim Williams, the director of public affairs for Bet U.S. He added: “We expect to see as much interest, if not more interest, in all of these Taylor Swift bets compared to bets related to the halftime show, and that’s really unprecedented.”
