Uber Technologies Inc (NYSE:UBER) CEO Dara Khosrowshahi has confirmed the existence of the “Taylor Swift effect,” acknowledging the significant boost in business during the artist’s concerts.

What Happened: In a recent interview with CNBC’s “Squawk Box,” Khosrowshahi revealed that Uber’s local teams prepare for a surge in ride requests during Swift’s concerts, reported Business Insider.

“Uber definitely ups its game for Taylor when she comes to town.”

He also noted that this preparation extends to the surrounding hotels and areas. The impact of Swift’s “Eras Tour” on local economies has been compared to that of the Super Bowl by companies such as Bank of America and Mastercard.

Swift’s influence has also been observed in the NFL, with the Kansas City Chiefs experiencing a significant increase in merchandise sales after her publicized relationship with player Travis Kelce. This “Swift effect” has been credited with attracting a new subset of younger fans and women to the NFL.

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Despite the positive impact, Khosrowshahi indicated that Swift’s potential influence on Uber’s bottom line may have a limit, given the company’s high volume of trips.

“When you’re talking about billions of trips, we’re almost at 10 billion trips, you know Taylor Swift is a positive but it’s not enough to show in the overall trends,” Khosrowshahi said, discussing Uber’s fourth-quarter earnings.

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