Kansas City Chiefs Become First Professional Sports Team to Provide Partners with Independently Verified Digital Media Data

DIGITAL MEDIA, SOCIAL MEDIA, FANDOM, AND OTHER BUSINESS METRICS REMAIN HIGH FOR CHIEFS KINGDOM HEADING INTO 2026 OFFSEASON

KANSAS CITY, Mo. – The Kansas City Chiefs have again found themselves as a leading franchise in sports and entertainment, becoming the first professional sports team in America to publish web, social media, and newsletter data independently verified by the Alliance for Audited Media (AAM), a leading media assurance provider.

“As the sports and entertainment world continues to evolve, we’re always looking for ways to elevate and promote our work while providing our partners with the most accurate, transparent, and timely information possible,” Chiefs President Mark Donovan said. “AAM’s holistic approach to providing and contextualizing key channel metrics is another way that we’re setting ourselves up for success in our business development and media verticals.”

AAM verifies the Chiefs monthly website metrics including unique users/visitors, sessions/visits, and page views. Social media metrics are verified across multiple platforms, including TikTok, Facebook, Instagram, YouTube, and X/Twitter. The Chiefs newsletter metrics are also verified.

According to AAM, the Chiefs recorded an average of nearly 4.2 million website sessions, 12.5 million page views, and nearly 1.9 million unique website users per month during the football season (September – December), and currently total more than 17.9 million social media followers across all owned and operated accounts. These metrics are verified monthly and automatically updated in the club’s company profile housed in AAM’s database, the Media Intelligence Center – a source trusted by top media buyers.

“The Kansas City Chiefs are setting a new standard for transparency in sports media,” AAM’s CEO, President and Managing Director Richard Murphy said. “Their leadership demonstrates how verified data can build confidence and strengthen partnerships with partners.”

As the Chiefs continue expanding their focus on reaching new fans through expanded content offerings and new media development efforts, AAM’s verification ensures corporate partners and media buyers receive reliable, accurate, and up-to-date metrics. This information is integral in evaluating audience quality and advertising opportunities.

Third-party verified data has long been an integral part of the media industry, serving as the foundation for advertisers to make more informed media investment decisions. By having its digital channels verified by AAM, the team is setting the bar for audience data transparency and integrity and showcasing its leadership in the sports media and marketing industry.

CHIEFS BUSINESS BY THE NUMBERS

The Chiefs continue to drive massive engagement for partners, broadcasters, and media buyers. Among recent business highlights:

National Television Broadcasts

• Chiefs games accounted for four of the top five NFL games of the 2025 season in total viewership:

• 1^st – Week 13 Chiefs at Cowboys: 57.3 million viewers
• 3^rd – Week 2 Chiefs vs. Eagles: 33.8 million viewers (top non-Thanksgiving day game)
• 4^th – Week 9 Chiefs at Bills: 30.9 million viewers
• 5^th – Week 11 Chiefs at Broncos: 29.0 million viewers

• 18 of the top 100 broadcasts of the year – across all sports and entertainment, not just the NFL – were Chiefs games, four more than the next closest team (Philadelphia). The Chiefs also delivered four of the top five regular-season NFL games in total viewership. [Sportico] [NFL]

• The club’s Christmas day game against the Denver Broncos on Amazon Prime Video averaged 21.06 million viewers, breaking the streaming platform’s record for most-watched Thursday Night Football game (19.39 million).

Social Engagement

• The Chiefs have the fourth-largest social following across all social platforms of all NFL teams.
• Kansas City owns the most followers of any NFL team on Threads, TikTok, and YouTube.
• The club ranked in the top 10 for interactions on each social platform (Facebook, Instagram, TikTok, X).
• The club owns the largest YouTube subscriber base in the NFL with more than 1.4 million subscribers.
• The team registered more than 52 million page views on the website and mobile app in 2025.
• The club’s “Merry Mischief” Claymation video was the most-viewed non-YouTube Short of any NFL club account post this season, garnering 1.7 million views.

Digital Engagement

Fandom

• The Chiefs are currently the number one overall fanbase across primary and secondary fandom with more than 41.6 million fans domestically.
• The club continues to see growth in every NFL-measured international market, ranking first in six of the NFL’s nine countries, and ranking in the top three in each of the other three priority markets.
• The Chiefs were the only team in the NFL that was positioned to activate in each of the NFL’s international game markets, executing the multi-day Chiefs House concept across all seven NFL international games in Sao Paulo, Berlin, Dublin, London, and Madrid.
• The team also unveiled four European mascots – one in each of the club’s European markets – to join KC Wolf’s family and further celebrate culture, connection, and a commitment to building community with international fans.

Corporate Partnerships

• Chiefs corporate partners are as engaged and excited as ever, with a franchise record in partnership revenue sold in 2025 while still totaling fewer overall partner companies than 80% of the league, providing more meaningful partnerships and greater value to invested partners.
• The club ranks in the top 10 in partnership revenue in the NFL and is first among the team’s peer group.
• Last year, the club welcomed Burns & McDonnell – a Kansas City-based company with a global footprint – for a multi-year partnership with a valuable practice patch partnership.
• The Chiefs corporate partnership group now is led by Tyler Kirby, its first-ever Chief Revenue Officer, who has been with the organization in multiple capacities since 2008.

About Alliance for Audited Media (AAM)

As the leading global not-for-profit media assurance organization, the Alliance for Audited Media advances transparency, accountability and trust across media and advertising. From cross-media audits and data verification to industry certifications in areas such as brand safety, measurement, retail media and ethical AI, AAM validates the data and processes that power today’s media. Through impartial assurance and forward-thinking frameworks, AAM helps organizations demonstrate credibility and authenticity in a rapidly evolving media ecosystem. Learn more at auditedmedia.com.

CONTACTS

Olivia Tavernier, Corporate Communications & Publicity Coord., (816) 920-4691, otavernier@chiefs.nfl.com

Collin Thomas, Corporate Communications Seasonal Assistant, (816) 920-4359, cthomas@chiefs.nfl.com