Let's head back out to Dana Jacobson in the Legion stadium in Las Vegas.

Dana, why is that?

Well, let me think, let me think.

Well, we'll get to in a second.

You know, the NFL is hosting the Super Bowl in America's Entertainment Capital for the first time ever.

That's one reason, but the league could not have imagined the additional attention pro football is getting thanks to the help of one of the biggest stars in the world.

Jamie Ucas is here with us with a look at what's being called, is it either the Swift Effect, the Taylor Effect, the Travis Taylor Effect?

It's all of it.

I mean, when you talk to people, right, everyone is talking about Taylor whether you like it or not.

So ever since pop star Taylor Swift and Kansas City Chiefs tight end Travis Kelce went public with their relationship.

You remember in the fall, right? - Of course.

How could you forget? They've been the talk of both the entertainment and sports world,

but Swift's involvement in what will likely be the most-watched television event of the year is having a big impact, both culturally and economically.

Whether it's her chart topping albums, sold out concert tour, her Blockbuster movie or her status as Time Magazine's Person of the Year, it's been hard to miss Taylor Swift.

And now that visibility extends to pro sports.

There she is, Taylor Swift.

The 34-year-old pop superstar has become a fixture at NFL games this season as her romantic partner, Travis Kelce, lights up the scoreboard for the Kansas City Chiefs.

Touch down. Travis Kelce. Kelce finds a blank space.

And even though she's not scheduled to perform, Swift's mere presence at the Super Bowl is grabbing the attention of people who may not otherwise watch.

It's the ultimate love story.

I mean, it's the cute girl and the handsome guy and you've got all the Swifties that were not into football that are now.

A poll out this week finds 41% of 18 to 34-year-olds say a potential Swift-sighting is influencing their decision to tune in.

There is no way that I could have scripted that one.

NFL Commissioner Roger Goodell is welcoming the extra attention.

Viewership surged particularly among women after Swift first appeared at the Chiefs game in October.

And Kansas City's most recent playoff games against Buffalo and Baltimore set records with more than 50 million people tuning in.

It creates another group of young fans, particularly young women that are interested in seeing why is she going to this game?

Why is she interested in this game? Besides Travis, she is a football fan.

The Super Bowl will cap off a wild week for Swift.

On Sunday, she won a record fourth best album Grammy, and then was off to Tokyo for four sold out concerts.

Even Swifties there are getting into the NFL hype.

"I hadn't really watched American football until now," this fan says, "But because Taylor's boyfriend plays, I finally watched it."

Now we have an added reason for a large swath of people to be watching.

This is water cooler to the next degree.

Professor Steven Granelli studies communications and popular culture at Northeastern University.

What makes this Super Bowl different than previous Super Bowls?

What makes the Super Bowl different than others is this added audience.

Taylor Swift's entire rabid fan base who is going to be tuning in for a specific reason. They're tuning in to see where Taylor Swift is.

They're tuning in to see the cutaways of Taylor Swift and they're tuning in to see the integration of Taylor Swift into the Super Bowl broadcast.

Meanwhile, as the Chiefs try for their third Super Bowl victory in five years, Kelce says he is the one who wants to put a ring on it. Just not how you might think.

I told her I'll have to hold up my end of the bargain and come home with some hardware too.

Well, you know, I mean, we're not going after Super Bowl rings or even engagement rings at this point, right?

But how about bracelets?

These are the talk of the town, right? - It's crazy.

I know.

And Michelle, I was showing Jamie, I got you one and I got me one, one says SAMO and one says CBS Saturday Morning.

We're Swifted up, I guess.

Whether you make them or you pay for them? - I paid for them.

But we're all friends.

So everybody gets a friendship bracelet.

Well, I have a sweatshirt that says I'm only here for Taylor.

I saw that. - You saw that.

I saw that, love that. - Thanks, guys.

Thanks, guys.