How To Be A Big Brand In 2024: Travis Kelce’s Publicity Playbook

Travis Kelce at The 2022 ESPYS held at the Dolby Theatre on July 20, 2022 in Los Angeles, California, USA. Photo by Christopher Polk/Variety

Travis Kelce may not be the best player heading into Super Bowl LVIII but he is arguably the most buzzworthy. The tight end for the Kansas City Chiefs has surpassed even quarterbacks in endorsement deals and commercial screen time this season. This proves that his star power extends far beyond his role on the field.

Kelce’s strategic approach to personal branding has earned him an estimated $5 million in endorsements from major brands like Bud Light, Nike, Pfizer, and State Farm. This solidifies his status as the NFL’s ‘It’ player heading into the final game of the season.

Not in dispute: Kelce’s increased popularity has a lot to do with his relationship with a certain global superstar. According to a poll, before “Trav & Tay” mania, only 38 percent of adults were aware of Kelce. After Taylor Swift’s surprise appearance at Arrowhead Stadium during Week 3 of the 2023 NFL season, that number grew to 60%.

His love life, however, doesn’t account for all of it.

While Kelce’s high-profile relationship with Swift has certainly contributed to his increased popularity, it’s not the only factor at play. Long before the Swifites took notice, Kelce had been strategically building his brand for years.

The Post-Collegiant Game Plan

Travis Kelce’s ascent to becoming a brand powerhouse began as a football player at the University of Cincinnati. Despite a setback of two suspensions (one due to a failed drug test), he forged a pivotal connection with Andre Eanes, a childhood friend of Kelce’s college roommate. Eanes and his twin brother established a sports management company that has since been instrumental in managing Kelce’s business ventures.

This partnership began a meticulous and strategic journey to build Kelce’s brand. A recent New York Times profile shed light on the brothers’ goal for their client: Become as famous as The Rock, the former athlete turned actor Dwayne Johnson. Today, his team includes a publicist, four agents, and representation from Creative Artists Agency. This support network has played a vital part in elevating Kelce’s brand to new heights.

The Power Of Personality

In today’s marketplace, where culture and individuality get you noticed, having a distinctive and captivating personality is crucial to success. Travis Kelce’s media appearances ranged from the reality dating show “Catching Kelce” to “Saturday Night Live” to coveted features in top-tier press like a spread in The Wall Street Journal Magazine. All have played a pivotal role in bolstering his appeal and reach.

Kelce’s magnetic personality, front-cover looks, and relatable stories have become a cornerstone of his brand, setting him apart as an irresistible choice for endorsements and collaborations. His ability to connect with audiences – from sports fans to Swifites- provides him with cultural icon status. Kelce is a masterclass in leveraging personality for press.

Turns out, a lot.

Travis Kelce’s relationship with Taylor Swift, sparked by a “swapped bracelet” story, captured the public’s attention and boosted Kelce’s brand and the Kansas City Chiefs.

Fanatics, the sportswear and fan merchandise company, said Kelce’s jersey sales surged by 400% when Swift began attending games. This phenomenon extended to social media, where engagement on the Chiefs’ ‘X’ (formally known as Twitter) account increased by 85% after the relationship came to light.

While some speculated about the potential publicity benefits of the relationship, it’s undeniable that the couple’s star power combined to create a publicity powerhouse. The boost in NFL viewership and merchandise sales highlights the strategic incorporation of personal developments into Kelce’s professional narrative.

Ultimately, love and branding make for a winning combination, and Kelce’s experience proves that a high-profile relationship can be a game-changer for both personal and team success.

Drawing Inspiration From Other NFL Branding Playbooks

Kelce’s strategy can be further understood by examining the approaches of other NFL stars:

Years before Taylor Swift ever appeared in a luxury suite, Gisele Bündchen demonstrated how a romantic partnership can boost a couple’s individual brand while driving television ratings and immense publicity for the NFL. Tom Brady’s high-profile relationship with his former wife, which garnered considerable media attention and further bolstered his status as an iconic football figure, illustrates how intertwining personal narratives with romance can heighten public interest and amplify brand value.

Peyton and Eli Manning, two former quarterbacks turned media personalities, have demonstrated how to effectively leverage a sibling brand through their popular “Manningcast.” Similarly, Travis and Jason Kelce, with their hit podcast “New Heights with Jason and Travis Kelce,” showcase the power of shared success in branding.

Both sets of brothers have successfully transitioned from on-field careers to off-field ventures, using their familial connections to create a strong and relatable brand. The Mannings’ Omaha Productions and the Kelce brothers’ podcast both capitalize on the unique bond between siblings, providing audiences with an engaging and authentic viewing or listening experience.

The Donovan McNabb Playbook: Mama’s Boy

Introducing a beloved mother into branding narratives can add a heartwarming and relatable dimension to an individual’s public image. This strategy has been effectively utilized by both former Philadelphia Eagles quarterback Donovan McNabb and the Kelce brothers who incorporated their respective mothers, Wilma McNabb and Donna Kelce, into their public personas. For seven years the McNabbs starred in the popular Campbell’s Chunky Soup commercials showcasing the strong emotional – and humorus – bond between mother and son. Donna Kelce, the first mom to have two sons play against each other in a Super Bowl, adds a relatable and endearing ‘mom-next-door’ aspect to the Kelce brand.

If there’s one playbook that seems to mirror Kelce’s branding strategy, it would be the one used by the other larger-than-life tight end who also wore ’87’ on his jersey. That player, of course, is the four-time Super Bowl champion, Rob Gronkowski. Gronkowski’s ability to leverage his on-field success with his off-field charisma made him a popular choice for endorsements and digital ventures. By embracing his larger-than-life personality with and leveraging it in his branding efforts, Gronkowski created a unique and memorable brand that resonated with fans and sponsors alike.

Between 1985 and 1992, San Francisco 49ers quarterback Joe Montana and legendary receiver Jerry Rice crafted a playbook for success that mirrors the dynamic partnership of Travis Kelce and his quarterback, Patrick Mahomes. The chemistry between two players, both on and off the field, generates enthusiasm among fans and attracts media attention. This synergy demonstrates how collaboration can amplify the strength of individual brands.

Building A Legacy Beyond The Field

Kelce’s approach to branding is not only about short-term success; it’s about building a legacy. By diversifying his engagements and maintaining a consistent brand image, he is setting the stage for a lasting impact in and out of the sports world. His playbook is a testament to the power of strategic branding in creating a multifaceted and enduring public persona.

Kelce’s publicity playbook emphasize how important it is to leverage your personality, relationships, and strategic partnerships to build your brand, regardless if you are a successful athlete or not.

The Gist: Build A Playbook For Powerful Presence

Travis Kelce’s playbook for building a strong, memorable brand comes down to being true to yourself. While Kelce is on his way to establishing himself as a football legacy, the aspects of his publicity playbook are universal: Authenticity, individuality, and proactivity are the winning combination in today’s content-driven marketing landscape. Whether you’re playing in the Super Bowl or selling bowls of soup, embracing these principles is essential for establishing a genuine connection with your audience and building a distinctive and successful brand.