The Globe and Mail reports in its Saturday, Feb. 11, edition that most Canadian companies locked in their Super Bowl ad space long before anyone knew Kansas City would make it to the final match, but experts say many of those brands will be looking to score big with the audience drawn in by the team's most famous fan: Taylor Swift. A Canadian Press dispatch to The Globe reports that the American pop star has been in the spotlight at Kansas City's NFL games since she first cheered on her tight-end boyfriend Travis Kelce against the Chicago Bears in September. Many of Ms. Swift's fans have become rabid football watchers. Those fans represent a lucrative opportunity for brands to branch out beyond their typical targets -- men between the ages of 18 and 35 -- and reach tween, teen, Gen Z and millennial women, who tend to drive most decisions around which goods households buy, marketing experts say. Hoping to speak to Super Bowl audiences are food brands Maple Leaf Foods, Coca-Cola and Molson. Toronto-Dominion Bank and Bank of Montreal are slated to market during the game, too. Bell Media achieved record ad sales for the Super Bowl by the end of January, when the company had only "limited new inventory" left.