Jason Kelce: From Super Bowl Center Of NFL Eagles To Center Of Marketing Attention

By Barry Janoff

September 5, 2024: Since officially retiring from the NFL following 13 seasons as center for the Philadelphia Eagles after the 2023 campaign, Jason Kelce now seems busier than ever.

Kelce, a seven-time Pro Bowl selection and a member of the Super Bowl LII champions, is racking up partnerships the way he used to knock down defensive linemen.

Among the marketing campaigns in which he is featured that will play out during the NFL season are Buffalo Wild Wings, Courtyard by Marriott, General Mills Cheerios, Ole Smoky Distillery and YouTubeTV for NFL Sunday Ticket.

He also sneaks in a promo spot with Scott Van Pelt and Marcus Spears for ESPN Monday Night Football to support his new role as an analyst for Monday Night Countdown. Kelce will offer commentary on a pre-game and halftime panel hosted by Van Pelt.

He is represented by Jason Bernstein of Endorsco, who also handles brother Travis, tight end for the two-time defending Super Bowl champion Kansas City Chiefs.

In addition, he and brother Travis, have a renowned podcast, “New Heights.”

The Kelces last month signed a three-year deal that gives exclusive ad sales and distribution rights to “New Heights,” to Amazon’s premium podcast studio and publishing division Wondery, including the show's back catalog of content.

Financial terms were not disclosed but were put at $100 million by industry analysts.

A common theme among his commercials is how much he misses football and longs for a return.

In a Buffalo Wild Wings 30-second spot, “Football Comeback,” Kelce is crying over his retirement, which inspires the brand’s CGI buffalo mascot, Hank, to take him to Buffalo Wild Wings. That energizes Kelce, who again feels part of the NFL “with the greatest wings, washing them down with delicious beers, and watching all the big games on all the TVs.”

A 15-second ad, “Hank And Jason Becoming Brothers,” pokes fun at Kelce’s brother.

Sitting in a Buffalo Wild Wings location while watching football, Hank says, "I like football. I think you like football. We’re like the brothers we never had." “But I have a brother,” says Jason.

"But does he have time for you?” asks Hank. “I guess he doesn’t!” replies Kelce. “He’d be here if he did,” says Hank.

Courtyard by Marriott, the “official hotel partner of the NFL,” said Kelce has joined their team as its first “Fanbassador.”

In this role, Kelce will help offer unique experiences to Marriott Bonvoy members, “enabling them to pursue their passion for the game every single week throughout the regular season and all the way to Super Bowl LIX in New Orleans.”

Starting today (Sept. 5) and continuing every Thursday thru the NFL regular season, Kelce will debut a Marriott Bonvoy Moment, where Marriott Bonvoy members will have the opportunity to bid points for incredible football-related experiences inspired by, and alongside, Kelce.

Included will be an opportunity to join Kelce in the run up to Super Bowl LIX in New Orleans.

"During my playing days, I was able to see and experience first-hand the unrivaled passion of NFL fans,” Kelce said via Courtyard by Marriott.

“Now, finished playing, I could not be more excited to spend my first season as a full-time fan helping fuel those same passions by teaming up with Marriott Bonvoy and Courtyard by Marriott, the home of NFL fans everywhere.

“As the 'Fanbassador,' this collaboration is about celebrating all of the things that make NFL fans special and providing them opportunities to get closer to the game they love like never before. Let's get this season started!"

Kelce appears in a series of ads with wife Kylie Kelce for YouTubeTV and NFL Sunday Ticket, in which they implore people to “Watch every game, every Sunday when you bundle NFL Sunday Ticket with YouTube TV.

Initial spots include "Jason Kelce’s New Sunday Ritual" and "Jason and Kylie Kelce Multiview," both of which relate, "Watch every game, every Sunday when you bundle NFL Sunday Ticket with YouTube TV."

Travis and Jason recently revealed their top three favorite cereals: Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs cereal. General Mills has since released a limited-edition cereal: the Kelce Mix, which combines all three in one box, with the brothers on the cover.

Travis and Jason are also featured on limited-edition boxes of Honey Nut Cheerios, Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs cereal, hitting shelves this month with TV and online support.

in "Obstacle Course," Travis and Jason Kelce are seen overseeing the General Mills Cheerios Obstacle Course. As kids easily flash down several slides, Jason is stuck in the hole of a giant Cheerio at the top.

Travis, with a bowl of cereal in hand, laments Jason’s embarrassing predicament. But Travis, being a good brother (unlike the Buffalo Wild Wings spot), offers up some of his Honey Nut Cheerios as the cereal's mascot, Buzzbee, approves.

People are then invited to "Win the Day" with the Kelce brothers' favorite cereals.

Ole Smoky Distillery features Jason Kelce, also an Ole Smoky investor, for its “C’mon Raise The Jar” 360-marketing campaign.

Kelce joins as the “self-appointed team captain” to spotlight his methods and humorous approach to his new role while showcasing Ole Smoky’s suite of flavorful products.

"We at Ole Smoky are thrilled to join forces with our newly self-appointed team captain Jason Kelce, who embodies the values of hard work, determination, and authenticity — qualities that are at the heart of our brand,” Robert Hall, CEO, Ole Smoky Distillery, said via the company.

“Together, we look forward to bringing our unique Tennessee spirit to tailgates across the country, celebrating the rich traditions and vibrant culture that Jason, Ole Smoky, and one of our nation’s favorite pastimes represent."

ESPN said its multi-year deal with Kelce would run until at least 2027 and that he would be part of their broadcast and coverage for Super Bowl LXI February 2027 in SoFi Stadium Los Angeles, which will air on ESPN and ABC.

To support the 2024 season of Monday Night Football with Peyton and Eli alt-cast, Kelce was part of an ensemble cast in “Manningcast: The Musical.”

It also features NFL commissioner Roger Goodell, players Myles Garrett, Geno Smith, Baker Mayfield, Gardner Minshew, and Ja'Marr Chase; head coaches John Harbaugh, Jim Harbaugh, Sean McVay, Brian Daboll, Mike McDaniel and Andy Reid — as well as former coach and now alt-cast guest Bill Belichick; and such celebrities as Snoop Dogg, Michael Bublè, Kevin Hart, Robert Downey Jr., Jimmy Kimmel and Olivia Dunne; and a bevy of ESPN personalities.

That will not be his only NFL-related on-air stint. Sports Radio 94WIP in Philadelphia said that Kelce would join the WIPMorningShow every Thursday (7:30-8:30 AM ET) during the NFL season “taking your calls and talking Birds (Philadelphia Eagles)."

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