Travis and Jason Kelce sign $100m podcast deal

NFL stars Travis and Jason Kelce have secured an impressive $100 million (£75 million) podcast deal with Amazon, marking a significant milestone in the podcast industry. The three-year agreement, which was unveiled on Tuesday, grants Amazon’s Wondery audio network exclusive multimedia rights to the Kelces’ popular podcast, “New Heights.”

The Kelce brothers expressed their enthusiasm about the new deal, especially as they prepare for the third season of their show. Launched in 2022, “New Heights” has quickly become a fan favorite, blending interviews with celebrity guests and personal anecdotes with a dose of brotherly humor.

Travis Kelce, 34, who plays for the Kansas City Chiefs and is a three-time Super Bowl champion, has also gained widespread attention as the partner of pop icon Taylor Swift. His younger brother, Jason Kelce, 36, recently retired after a distinguished 13-season career with the Philadelphia Eagles. Jason has since transitioned to a role as an analyst with ESPN.

The agreement highlights the ongoing surge in podcast popularity, particularly in the sports genre. “New Heights” was named Podcast of the Year at the 2024 iHeartPodcast Awards, underscoring its cultural impact and the growing influence of sports podcasts.

Jen Sargent, CEO of Wondery, commented on the deal, stating, “On the surface, ‘New Heights’ is a sports podcast, and sports is a highly popular category. However, it has evolved into a cultural phenomenon that resonates deeply with listeners.”

Podcast listenership in the U.S. has seen a dramatic rise, with Nielsen’s latest analysis revealing a 45% increase in the past five years and more than doubling over the last decade, reaching 183 million listeners. The trend is mirrored in the UK, where global podcast advertising revenue has surged to billions of dollars, according to PwC. This growth reflects a broader shift in media consumption, with younger audiences increasingly preferring podcasts over traditional television.

The Kelces’ deal with Wondery follows a recent high-profile agreement between the company and comedian Dax Shepard. It also joins the ranks of other substantial podcast deals, such as Joe Rogan’s $100 million partnership with Spotify and Alex Cooper’s agreement with Sirius FM.

The Kelce brothers’ new contract not only underscores their individual star power but also highlights the evolving landscape of media and entertainment, where podcasts are increasingly seen as valuable platforms for both celebrities and corporations.