Jason and Travis Kelce are no strangers to success—both have made millions on the field, with Travis recently securing a $34 million extension with the Kansas City Chiefs and Jason earning over $14 million in his final season with the Philadelphia Eagles.. But their biggest payday came off the turf: their “New Heights” podcast scored a massive $100 million deal with Amazon’s Wondery, proving their influence extends far beyond football. Now, the brothers appear ready to level up once again, stepping into uncharted territory where sports, business, and ambition collide. With a bold new announcement and a direct challenge aimed at NFL Commissioner Roger Goodell, the Kelces are poised to shake up the very business of football itself.

On Wednesday, a post from the @kelcebrothers Instagram account stirred up far more than the usual fan frenzy. Framed with a touch of their signature humor, the post read: “GARAGE BEER ENTERS FINAL STAGES OF ACQUIRING OWNERSHIP IN PROFESSIONAL FOOTBALL ORGANIZATION.” The announcement, tied to the crisp lager co-owned by the Kelces, revealed that Garage Beer is in “the very advanced stages of acquiring a significant ownership stake in a professional football team.” The brothers didn’t name the team, the league, or even hint at a mascot—only that it’s “the real kind [of football], with helmets, touchdowns, tailgates, and of course, ice cold beers.”

The rest of the statement was vintage Kelce—bold, a little cryptic, and fully on brand. “We can’t share the team name, city, league, mascot, or parking situation just yet,” it teased, before dropping what might be the most telling clue: “this is big. Like,  ‘4th-and-goal-with-the-game-on-the-line’ big.” The caption on the post added fuel to the fire with a simple prompt: “Any guesses?” But fans don’t have to reach far to come up with guesses– however accurate or inaccurate they may be at the moment. 

Cleveland, their hometown, is a logical guess. The Kelce family has deep roots in Cleveland Heights, and both Jason and Travis have publicly celebrated their ties to the city. They even repped Cavaliers jerseys last year in a viral post, further fueling speculation about a potential stake in the Browns.

On the flip side, Jason Kelce recently said on the New Heights podcast that he’d “love” to buy a minority stake in the Philadelphia Eagles — the team he spent his entire career with. In fact, he even admitted he’d back out of a TV deal if given that opportunity. While it’s unclear whether these are parallel ambitions or parts of the same play, the brothers clearly have serious interest in team ownership — and the timing of this Garage Beer announcement feels anything but random.

But, while the Kelce brothers are making headlines with their business ventures, including the potential acquisition of an NFL team stake through Garage Beer, Jason Kelce is also asserting his influence off the field in other significant ways.

Ohio buzz outside, league politics inside

As speculation swirled around the Kelce brothers’ cryptic “New Heights” post teasing a potential move involving Ohio and Garage Beer, few realized Jason Kelce had just returned from a very different kind of power play. On May 21, at the NFL owners’ meeting in Minneapolis, the former Eagles center took the floor to defend the controversial “tush push” quarterback sneak—one of Philadelphia’s most effective short-yardage weapons. The Green Bay Packers had proposed banning the play, citing safety concerns, but the motion fell two votes short of the 24 needed to pass. Jason, alongside Eagles owner Jeffrey Lurie, made a compelling case for preserving it, helping sway the room against the proposed ban.

Speaking on the latest New Heights podcast, Jason explained that Lurie opened the discussion, and he followed with insights as someone who had executed the play countless times. He addressed misconceptions that it had led to his retirement or caused injuries, emphasizing its safety and strategic merit. “I was just there to offer my frame of reference on the tush — the pushing of,” he said. Jason’s composed presence and inside knowledge seemed to carry weight among league decision-makers. “No, I did not want to piss off any one of these individuals of immense power,” he added, highlighting the delicate balance he maintained while speaking in a room full of billionaires. Travis, ever the younger brother, couldn’t help but marvel at the surreal scene, calling out the “hundreds of billions of dollars of wealth” gathered to debate a football tactic.

Despite rumors that the intense session got emotional, Jason clarified that he didn’t make anyone cry—contrary to what social media spun. He described the experience as “awesome” and deeply educational, giving him firsthand exposure to how the NFL’s legislative process works.

But, whether they’re teasing Ohio ventures or swaying billion-dollar votes, the Kelce brothers keep finding ways to shape the spotlight. Business, football, or banter—when they move, people pay attention.