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The Canadian Press <\/p>\n
Tara Deschamps <\/p>\n<\/p><\/div><\/div>\n
Published Aug 09, 2023<\/span> \u00a0\u2022\u00a0 Last updated 18\u00a0hours ago<\/span> \u00a0\u2022\u00a0 4 minute read<\/span> <\/p>\n<\/p><\/div><\/div>\nU.S. singer-songwriter Taylor Swift performs during her Eras Tour at Sofi stadium in Inglewood, California.<\/span> Photo by MICHAEL TRAN\/AFP via Getty Images files<\/span> <\/figcaption><\/figure>\n<\/div>\n<\/header>\n\nArticle content<\/h2>\n TORONTO \u2014 Companies marketing themselves in connection with Taylor Swift\u2018s future swing through Toronto might feel an afterglow that outlives the pop star\u2019s handful of shows in the country \u2014 but such brands also face several risks in tying themselves to the hotly anticipated tour.<\/p>\n
That\u2019s the message marketing experts had as tickets to Swift\u2019s six nights in Toronto next November \u2014 backed by Rogers Communications Inc. and Royal Bank of Canada \u2014 went on sale Wednesday.<\/p>\n<\/section>\n
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\nAccess articles from across Canada with one account.<\/li>\n Share your thoughts and join the conversation in the comments.<\/li>\n Enjoy additional articles per month.<\/li>\n Get email updates from your favourite authors.<\/li>\n<\/ul>\n<\/div><\/div>\n<\/header>\n<\/section>\n<\/div>\n\nArticle content<\/h2>\n<\/section>\n\nArticle content<\/h2>\n Telecommunications giant Rogers has been marketing itself as the presenter of Swift\u2019s Toronto stops at the Rogers Centre stadium, while RBC is listed as an official partner and will offer an exclusive allocation of tickets to its Avion members next week.<\/p>\n
\u201cWhether someone would switch bank or card allegiance due to access to a Taylor Swift concert is debatable, but (it) is \u2018eyes on the prize\u2019 and certainly there will be a lot of eyes on this event as we get to November 2024,\u201d said Richard Powers, national academic director of the Rotman School of Management at the University of Toronto, in an email.<\/p>\n
The Eras tour, which kicked off in the U.S. in March and will span at least two years, has become one of the most lucrative shows in history.<\/p>\n
Online research company QuestionPro said in June, ahead of Swift\u2019s Toronto announcement, that fans had spent an average US$1,300 per show. About 70 per cent of the 596 people it surveyed said the money was worth it because the experience was so rewarding, while 91 per cent said they\u2019d go again.<\/p>\n
Despite ticket-holders paying more than they budgeted, QuestionPro said the Eras Tour achieved a Net Promoter Score \u2014 a metric measuring how likely someone is to recommend a brand or product to a friend \u2014 of 68, putting it on par with retailer Costco and tied with tech goliath Apple and the Ritz-Carlton Hotel chain.<\/p>\n<\/section>\n