The AT&T Pebble Beach Pro Am experienced an unusual spike in attention this year, and much of it centered around Travis Kelce.

The Kansas City Chiefs star took part in the iconic California tournament, but it was his relationship with global music sensation Taylor Swift that fueled much of the excitement.

Although Swift did not attend, speculation that she might appear drove a wave of interest unlike anything typically seen at the event.

Tournament organizers reported a sharp increase in ticket sales shortly after Kelce‘s participation was confirmed.

Thousands of dollars in tickets were sold within hours, as fans rushed to secure a spot in case Swift made a surprise appearance.

The atmosphere around Pebble Beach reflected that anticipation. Spectators lined the course, many dressed in Chiefs gear and hoping to witness a crossover moment between sport and pop culture.

Professional golfer Mackenzie Hughes, who competed in the event, acknowledged the frenzy surrounding Kelce‘s presence.

“It was busy without her. With her, I think it would have literally been pandemonium,” he said, highlighting just how much larger the spectacle could have become.

Star power reshapes a traditional golf event

Even without Swift on site, Kelce‘s appearance altered the dynamic of the tournament. Security and event planning reflected expectations of larger than normal crowds, demonstrating the drawing power attached to his relationship.

Kelce was paired with professional golfer Keith Mitchell during the Pro Am rounds.

While their performance did not place them near the top of the leaderboard, the sporting outcome was secondary to the buzz generated off the course.

Pebble Beach is long known as one of golf’s most prestigious stops, but this year the conversation extended well beyond fairways and scorecards.

The event served as another example of how celebrity influence can expand the reach of a sporting competition, bringing new audiences and unprecedented attention to a traditionally understated tournament.