Kelce Brothers Boldly Buy Arena Football Team
The Kelce brothers, NFL veterans, and cohosts of the wildly popular “New Heights” podcast have expanded their most recent off-the-field venture into sports ownership. On May 29, reports came out that Jason and Travis Kelce, through their beverage company Garage Beer, are now part owners of the St. Joseph Goats, a team in The Arena League (TAL). The deal is a bold step for the brothers, who are spreading their post-gridiron footprint in entertainment, business, and now ownership of pro football teams.
The Kelce Brothers Take In St. Joseph Goats Get New Life
The purchase, brokered through Garage Beer, gives the Kelce’s a 1% stake in the St. Joseph Goats, a franchise with roots in the Kansas City area and a strong first campaign in their history. The Goats, who were initially the Kansas City Goats, were one of the four founding teams when TAL got underway in 2023.
They won their inaugural season 7-1 and were then shocked in the playoffs—something the Kelce brothers will be keen to ensure is addressed. The franchise recently relocated and rebranded to St. Joseph, Missouri, home of the Kansas City Chiefs’ training camp and under an hour from Arrowhead Stadium.
The Kelce’s spilled the beans on Garage Beer with their trademark humor, saying the squad is now “powered by the same crisp uncomplicated energy” as their “beer-flavored beer.” A social media teaser post foreshadowed the move one day early, promising a potential partnership “that involves football—the real kind.”
For Travis, an impending Hall of Fame tight end who is still active with the Chiefs, the Goats’ location is a no-brainer tie-in to his present job. For Jason, retiring following the 2023 NFL season, it’s yet another new page in a career now characterized by legacy and reinvention.
Garage Beer, New Heights, and Building the Kelce Brand
Garage Beer, the Cincinnati drink firm with its no-frills brand, is a focal point of the off-field business portfolio of the Kelce brothers. They invested in 2023 and were quickly able to make the brewery a cultural symbol among fans of football. The brand identity is built on an image of familiarity—”good beer for those who enjoy beer,” as Jason explained on New Heights. The Goats will now wear Garage Beer-branded jerseys, and the relationship between the team and brewery is meant to be more than sponsorship.
The “New Heights” podcast has merely widened the reach of the Kelce’s, offering weekly glimpses into NFL life, brotherly humor, and fan-favorite moments. It has developed into one of the most popular sports podcasts on outlets like YouTube and Spotify, consistently making headlines and celebrity guest appearances. Off the grid and the set, both brothers have increasingly shifted to business, media, and philanthropy—Jason with his documentaries and street-level work in Philadelphia, and Travis with his foundation and ongoing media work. A piece of a football team is another new chapter in their growing empire.
Final Thoughts
The Kelce brothers’ ownership of the St. Joseph Goats is not a gimmick—it’s a fantastic business move that combines brand-building, football passion, and commercial acumen. As owners, they bring credibility, personality, and a massive following to the team and league. It also reflects their ongoing role in shaping football culture, well beyond the final whistle. Whether through beer, podcasting, or ownership of a team, now Jason and Travis Kelce are setting the stage for what life after the NFL can look like.
