News Update: Fans assault Travis Kelce for wasting “Too much” on wooing Taylor Swift. Kelce allegedly spent more than half of his yearly paycheck…

ignited speculation, rumors of a relationship between the Kansas City Chiefs tight end and Taylor Swift have been heating up. They reached a peak this weekend when the pop star was spotted cheering on Kelce’s team at Arrowhead Stadium alongside his mother Donna.

Whether the relationship is a real love story, a PR stunt, or something in between doesn’t really matter when it comes to one thing:earning him a spot as one of the top five sellers of the weekend. “New Heights,” Kelce’s podcast with his brother, Jason, has climbed the charts and is now the number one show on Apple Podcasts.All of this means big money for the two-time Super Bowl champion and one-time “Saturday Night Live” host.

“It’s estimated Kelce currently makes around $5 million a year in off-the-field earnings, and I wouldn’t be surprised if he doubles that number,” Bob Dorfman, a sports marketing analyst at Pinnacle Advertising, told Insider. “Kelce was already one of football’s most successful endorsers before his hot romance, but now he’s sizzling hot — swiftly grabbing the attention and buying power of a whole new fan base and demographic.”

The merchandise sales translate directly to cash: Thanks to a deal negotiated by the NFL Players Association, athletes earn royalties on any merch — jerseys, playing cards, video games — that bears their name, image, and likeness.