NFL Stars Jason and Travis Kelce Sign $100 Million Podcast Deal with Wondery
After months of anticipation, NFL stars Jason and Travis Kelce have inked an exclusive podcast distribution deal with Wondery, Amazon’s podcast network, in a partnership valued at $100 million over three years. This deal grants Wondery exclusive audio and video rights to all current and future content of the Kelce brothers' popular "New Heights" podcast.
Despite this new arrangement, fans can still access the "New Heights" podcast on all existing platforms, including Apple Podcasts, Spotify, and YouTube. However, Wondery will now manage almost every aspect of the podcast outside of production. This includes critical elements such as ad sales, global audio distribution, live streaming rights, and even the development and distribution of merchandise and new consumer products.
In a joint statement, the Kelce brothers expressed their enthusiasm for the new partnership, emphasizing their excitement for the growth potential this deal presents. They acknowledged Wondery's ability to align with their vision and provide the necessary resources to elevate their podcast even further.
This deal is a significant milestone not only for the Kelce brothers but also for the broader athlete-driven content space. In just two seasons, with fewer than 100 episodes, the "New Heights" podcast has catapulted the Kelce brothers to new heights, with this deal surpassing the total earnings from their respective NFL careers. For context, Jason Kelce has earned $81.7 million in his career, while Travis Kelce has made $76.9 million.
It's important to note that this is a licensing deal, which means that after three years, the Kelce brothers will regain control of their podcast’s content and intellectual property. This setup allows them the flexibility to pursue another lucrative deal in the future, either with Wondery or another platform.
The deal also bolsters the business model of Wave Sports + Entertainment (WSE), the production company behind the "New Heights" podcast. WSE has been a key player in the athlete-hosted podcast space, producing some of the most popular shows in sports media today. Their strategy of building a robust social media presence allowed them to promote "New Heights" to millions of followers from day one, contributing to the podcast's rapid growth and success.
While some critics argue that Wondery might have overpaid, the company’s strategy suggests otherwise. With 220 active shows and a track record of monetizing content through ads and subscriptions, Wondery stands to recover a significant portion of its investment through ad sales alone. Moreover, the potential to expand the "New Heights" brand through live events, international versions, and consumer products offers further revenue opportunities.
Wondery's approach is part of a broader trend in podcasting, where high-profile deals are becoming increasingly common. Similar deals include Joe Rogan's $250 million contract with Spotify and Alex Cooper’s $125 million deal with SiriusXM. These deals highlight the shifting dynamics in digital media, where athletes and celebrities leverage their fame to create content that resonates with vast audiences, ultimately leading to highly profitable ventures.
In conclusion, the Kelce brothers’ deal with Wondery not only underscores the continued growth and monetization potential within the podcasting industry but also serves as a blueprint for how athletes can harness their brand power beyond their sports careers. With this deal, Jason and Travis Kelce have firmly established themselves as major players in the media landscape, setting the stage for what could be another wave of athlete-led content in the future.
