For most NFL players, life after their sporting career (or even between seasons) is a scramble for relevance. Punditry or product sponsorships typically follow, but stars usually have little to say about themselves compared to the games or products they’ve been assigned to. But not the Kelce brothers.
Not only Hall of Fame worthy NFL players in their own right, Jason and Travis Kelce have proved themselves to be top-tier content creators and media empire builders. By blending savvy navigation of the digital landscape with authentic personality, they’ve come to dominate the sports media scene and redefine what it means to be an athlete-influencer.
From breakout podcasts and viral Super Bowl moments to a growing range of big brand influencer partnerships, these brothers aren’t just preparing for life after the game. They’re actively building an all-star family brand, in which football performance is just one element of many – and cashing in as a result.
In this article we’ll be charting the Kelce family’s meteoric rise, giving you an insight into the playbook these brothers are using to score touchdown after touchdown, both on and off the field.
We’ll cover:
- What brands can learn from the Kelce Brothers’ marketing success
- The origin and rise of the Kelce brothers
- A look under the hood of their media, influencer and advertising activities, and why they’re successful
- Why social media is the new playing field for influencers and sponsorships
Contents
- Who are the Kelce brothers?
- How have they built a content empire?
- Kelce brothers influencer partnerships
- Athletes are becoming influencers
- What can brands learn from Travis and Jason Kelce’s marketing?
- Concluding thoughts
Who are the Kelce brothers?
Before they ever got social media famous, the Kelces were tremendous athletes in their own right.
Jason, the older brother, played for the Philadelphia Eagles for over 10 years as a Center. He earned a rep for his bold play and strong personality, helping the Eagles take their first ever Super Bowl title. While younger, Travis is regarded by many as arguably an even better player. Currently playing for the Kansas City Chiefs, he’s already cemented his reputation as one of the top three Tight Ends to ever play the position.
For Jason, life after football has already arrived. He retired in March 2024 after 13 seasons with the Eagles, but things didn’t get any quieter. He continues to co-host the hugely popular “New Heights” podcast with his brother, as well as joining ESPN’s “Monday Night Countdown” as a regular analyst and launching his own late-night show on the network.
That’s all in addition to regular media appearances, and tapping into a number of other product endorsements and brand partnerships – such as the cereal “Kelce Mix”, co-created with General Mills. Not to mention his ongoing social media presence, where he connects directly with over 2.8M followers on Insta.
Younger brother Travis is still in the absolute prime of his career but wastes no opportunity to build out the foundations of a long-lasting personal brand, whether it’s in tandem with his brother, independently, or in partnership with brands like Amazon, Nike and Pepsi (to name just a few).
How have they built a content empire?
The origin and heart of this rising content empire is a great sporting story. Two star football players face off against each other in the Super Bowl. The kicker? They’re brothers – and their mom is in the stands, cheering them both on.
Things first started to snowball as non-sports media picked up on this feel-good story, and the Kelce brothers didn’t hesitate to capitalize.
‘New Heights Podcast’
Launched in September 2022, ‘New Heights’ became an instant hit, climbing into the top sports podcast charts on Apple and Spotify. Brotherly banter, A-lister interviews, and conversations about everything from NFL to UFOs make this much more than your standard sports podcast. Not just entertainment, ‘New Heights’ is an unrivalled opportunity for audiences to sit down and connect with the brothers and their unique personalities.
The Taylor Swift Effect
Taylor Swift made headlines by attending the Kansas City Chiefs week 3 game in Travis Kelce’s suite, and the pair are today in a mostly under-wraps relationship. That didn’t stop the “Taylor Swift Effect” kicking into gear, uniting sports and Swiftie audiences in a frenzy of speculation on social media – and having profound impact on not only Travis Kelce, but the entire Kelce family presence in the public eye.
The Amazon Connection
Jason and his brother have a strong presence across the Amazon media ecosystem. In 2023 they released the documentary “Kelce”, which followed Jason and opened his life to the world during the 2022 season as he contemplated retirement. It shot straight to number 1 as the most-watched Amazon movie in the U.S., as well as bagging two Sports Emmy Award nominations.
In 2024, Amazon’s podcast network Wonderly signed a three-year, $100M plus podcast deal with the brothers for advertising and distribution rights to ‘New Heights’.
Influencing as a family business
Jason’s wife, Kylie Kelce and the brothers’ mother, Donna Kelce, have all waded into the influencer space, collaborating with a range of brands and building out their personal sub-audiences. This collaborative approach to influencer marketing gives them a broad reach while still allowing for fine targeting.
Kylie and Donna have worked with brands like Dove and Papa John’s, Ziploc and Celebrity Cruises. These are conscious partnership choices, deliberately selected to align with their individual values, speak to aspirational family life, and promote products that resonate with their personal audiences.
Kelce Brothers influencer partnerships
As the go-to agency in breakout influencer marketing, The Goat Agency loves a well-executed, imaginative collab on socials. The Kelce brothers have proven themselves to be a source of just that, time and time again.
Here’s a few of our favorites:
Travis and Pepsi recreating the iconic gladiator advert
After a few successful projects together, Pepsi brought Travis in for its first partnership with him “on a major commercial campaign”. Just as the Gladiator movie got its reboot in 2024, Pepsi decided to place Travis at the heart of its epic remake of their Gladiator-themed Super Bowl ad from 2004 – he strutted his stuff in purpose-built gladiatorial armor alongside NFL peers like Justin Jefferson and Josh Allen.
Jason x Reese’s pieces
For Super Bowl LVIII, Reese’s swapped out their usual celebrity TV endorsement approach and went all in on social media. Sports stars remained as the beating heart of their approach, however, working with Jason (alongside other megastars like Shaquille O’Neal and Damar Hamlin) to deliver short form Insta and TikTok content.
Reese’s played on Jason’s famous obsession with the treat, posting a mysterious short of him reacting to “the news” about a change to the famous peanut butter cup. That single clip garnered over 300K likes alone, whole the whole campaign netted more than 115M views and over 11K shares.
Travis x State Farm
The Kelce Brothers’ larger than life, warm personalities are enough to enliven any vertical – even insurance.
State Farm ran an ad series showcasing the natural camaraderie of NFL players, including Travis. Playfully dubbing him ‘MaAuto’, him and fellow player Mahomes together made the perfect pair of mascots for the insurer.
Kelce also distributed campaign-adjacent content via his own channels, like behind-the-scenes clips and interactive campaigns, creating an organic give-and-take relationship between the brand and its ambassador.
Jason x Frank’s RedHot
Frank’s RedHot were searching for a fresh approach to Super Bowl advertising when Jason went viral for ripping his shirt off during a playoff celebration. They spotted a golden opportunity and went for it.
Rather than your typical official tv ad, Frank’s made their big push on socials in the run up to and during the game.
Jason was already a fan of the brand, so it was easy to let him be himself while tapping into the viral wave. With a bit built around him ripping off multiple shirts to get down to a Frank’s RedHot dip recipe, alongside clips of him putting the sauce on foods typically advertised during Super Bowl ads, the brand absolutely dominated with over 3 billion impressions within 24 hours.
Athletes are becoming influencers
Athletes, exemplified by the Kelce brothers, are strategically pivoting into content creation and entertainment. This isn’t just a fleeting trend; it’s a savvy business move that aims to leverage personal equity and massive fan bases, all aimed at creating something more durable by the time their sports career draws to a close.
Given the relatively short career span in professional sports, this diversification is increasingly vital from a financial perspective.
The democratization of content creation through platforms like podcasts and social media offers unprecedented opportunities. No longer reliant on traditional post-career roles like punditry, players can skirt around media gatekeepers and limited panel slots, all while taking more direct control of their personal narrative.
Not only are these sports stars securing financial futures on their own terms – audiences and consumers clearly love this new world of direct, authentic connection with their heroes.
What can brands learn from Travis and Jason Kelce’s marketing?
Athletes are creators now. You should be too
Traditional media has well and truly lost its dominance in the age of social. Sports stars are charting their own courses more than ever before, connecting with their audiences directly and putting out relatable content that entertains and inspires, all while shaping a clear picture of them and their values.
As a brand, you shouldn’t just be looking to work with these innovators – you should emulate them. What does that mean? Don’t just advertise. Create native social content, nurture your channels, build your audience, and cultivate a following.
Discover audience crossovers
The Kelce ecosystem is a shining example of how to bring new audiences into the fold. They could’ve just stuck with sports; instead, they’ve expanded their cultural capital and influencer equity by tapping into related verticals like food, family, and parenting.
How to find the nexus point? Look at natural connections between your vertical and others in the real world – in the case of the Super Bowl, the event has always been a time where families and friends come together, share food and have fun. The Kelces now represent that entire experience.
Expand, but keep the core USP strong
The Kelces are expanding at an exponential rate, getting involved with a huge range of brands and media types.
Despite that, they take great care to ensure that none of these activities come at the expense of their football careers or their personal identity as star players and passionate NFL fans – whether it’s through on-field performance or their regular podcast.
The center is what holds up the rest – they understand that it needs deep, strong foundations.
Concluding thoughts
For marketers in any industry, the Kelce brothers offer an education on personal branding done right. These guys demonstrate that fame alone is not enough to generate the lasting reach and cultural relevance needed to construct a digital media empire – you need personality, a commitment to authenticity, and excellent strategic planning.
For brands looking to find and collaborate with their own Kelces, identifying your influencer partner and shaping out your killer approach is the name of the game. The Goat Agency is a veteran of working with athlete-influencers, with deep experience of helping sports and sports adjacent brands take home the trophy.
We can help you navigate the ever-changing world of sports influencers, tap hidden talent, and hitch your brand to the rising stars. Whether it’s creative or contract management, we’ve got your back.
