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

Travis Kelce may not be the best player heading into Super Bowl LVIII but he is arguably the most buzzworthy. The Kansas City Chiefs tight end 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 him. 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 Rise of Kelce’s Branding Empire

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 his 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: make Kelce as famous as Dwayne Johnson, the former athlete turned actor known as The Rock. 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 The Wall Street Journal Magazine and The New York Times. 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.

What’s Love Got To Do With It?

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’ Twitter page 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:

^{The Tom Brady Playbook: Power Coupling}

Brady’s high-profile relationship with Gisele Bündchen demonstrated how a romantic partnership can boost individual brands and generate immense publicity for the NFL. This strategy highlights the role of personal narratives in building public interest and brand value.

^{The Manning Brothers Playbook: Brand of Brothers}

Peyton and Eli Manning capitalized on their familial connections and on-field achievements to create a business empire that extends beyond football. Their ventures, such as Omaha Productions, showcase the power of leveraging shared success in branding.

^{The Donovan McNabb Playbook: Momma’s Boy}

McNabb’s commercials for Campbell’s Chunky Soup featuring his mother demonstrated the potential of leveraging personal relationships in branding. This approach humanized McNabb, making him more relatable and marketable.

^{The Rob Gronkowski Playbook: Power Position}

Gronkowski’s combination of on-field success and off-field charisma made him popular for endorsements and digital ventures. His approach emphasizes the importance of cultivating a multifaceted persona in brand building.

^{The Jerry Rice and Joe Montana Playbook: Winning Partners}

Rice and Montana’s winning partnership on the field translated into a powerful branding strategy, showing how strategic alliances and consistent performance can strengthen personal brands and create a compelling narrative for fans and partners.

^{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.

Collectively, these strategies highlight the significance of leveraging personal stories, family connections, and strategic partnerships in building successful brands within the NFL.

^{The Gist: Build a Playbook for Powerful Presence}

Travis Kelce’s success in building a strong, memorable brand is a prime example of effective personal branding. By staying true to himself, engaging strategically with the media, and leveraging his personal story, Kelce has established a powerful presence in professional football. While not every aspect of his playbook may be universally applicable, his journey offers valuable lessons for anyone seeking to enhance their brand. Kelce’s story highlights the importance of authenticity, individuality, and proactivity in today’s content-driven marketing landscape. His approach emphasizes the need to find and amplify one’s unique strengths, leverage personal connections, and shape one’s public image deliberately and strategically. These principles are essential for anyone aiming to build a distinctive and successful brand within professional sports and beyond.