Grab a cold one, football fans! The Kelce brothers are making headlines, but this time it’s not just for their gridiron exploits. When it comes to the NFL’s strict rules on active players endorsing beer brands, Jason Kelce is playing defensive line for his younger brother. In a move straight out of the “backyard playbook,” the retired Eagles center unveiled their involvement with Garage Beer on Instagram, strategically taking the heat off Travis Kelce and shielding him from potentially getting “sacked” by commissioner Roger Goodell.

The post, captioned “Trav and I are officially a member of team @drinkgaragebeer,” features a seasoned beer drinker giving the ultimate stamp of approval – “he admittedly prefers Keystone and Coors Light for his everyday pounders, but he did say he liked it!”

This isn’t just a business move; it’s a testament to the unwavering bond between the Kelce brothers. As Jason himself quipped, “If you don’t believe me, believe @albertfrank5314 he’s been drinking beer since the 60s… Which is a big endorsement from anyone with White Whiskers!!.”

Jason Kelce, being the older brother that he is, by announcing the same on Travis’ behalf, has found a clever way to navigate the league’s complexities. It’s a classic case of having each other’s backs, on and off the gridiron, a true “huddle” of support that transcends the game.

Just like Patrick Mahomes‘ clever Coors Light bear commercial in 2023 that outsmarted the NFL by appearing in a beer commercial that’s not technically about beer, Jason’s announcement is a crafty “end-around” play to navigate the league’s complexities.

Similarly in 2023, just after the Mahomes spot Kelce also starred in a Bud Light commercial. As the K.C. Star notes back in 2023, Kelce “never actually promotes the beer or even mentions it by name,” merely uttering a casual “yeah” at one point, mirroring Mahomes’ approach.

Jason and Travis Kelce’s strategy rooted in authenticity

Instead of flashy celebrity endorsements, Jason showcased an everyday beer enthusiast’s approval, a move that echoes Mahomes’ approach of engaging fans through humor and creativity without directly promoting beer. It’s a stark contrast to Anheuser-Busch InBev’s “Easy to Summer” campaign last year, which the Washington Times notes has drawn “a flood of overwhelmingly negative comments” and been “ridiculed as a ham-handed ploy to win back traditional beer-drinkers without addressing the issues behind the fierce backlash over its partnership” with transgender influencer Dylan Mulvaney.

And let’s not forget the context – the NFL’s long-standing prohibition on active players promoting alcohol, a rule that has seen Anheuser-Busch InBev skirt the lines time and again, from using actual game footage without showing players’ faces to unleashing “free beer onto fans when a team wins,” as reported in the Washington Times article on the Bud Light controversy.

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While ABI’s campaign features NFL stars like George Kittle and Dak Prescott, pitched as “the brand’s largest media spend to date,” the Kelce brothers’ strategy is a nod to the essence of Americana, where the backyard garage serves as a sacred space for bonding, storytelling, and savoring a cold brew. It’s a celebration of the simple pleasures in life, a “man cave” experience where the only pressure is the satisfying “crack” of a fresh can. And with the brothers at the helm, Garage Beer becomes more than just a beverage; it’s a ticket to a cherished community where everyone feels welcome.

Just as Mahomes found a clever way to navigate the NFL’s rules last year, Jason Kelce is carrying the torch, shielding his brother Travis from potential repercussions while simultaneously crafting a brand that resonates with fans yearning for authenticity. It’s a masterful play, one that highlights the Kelce brothers’ business acumen and their deep-rooted family values.