Kelce Brothers’ Garage Beer buys stake in football team

Garage Beer, owned by NFL stars Jason and Travis Kelce, has bought a stake in the St. Joseph Goats, a team competing in The Arena League. The deal, which marks another stage in the football siblings’ expansion of their business portfolio since Jason's retirement from the Philadelphia Eagles, has been described by the company as “more than a sponsorship”. According to a statement from the Kelce brothers: "From the beer fridge to the front office, the Goats are now powered by the same crisp, uncomplicated energy that fuels Garage Beer. This is more than a sponsorship - it's a bold, possibly confusing leap into the world of professional sports ownership, and we couldn't be more excited." Travis Kelce and his girlfriend Taylor Swift's penchant for an alcoholic beverages are starting to have a serious impact on sales. Swift, who is currently the world’s biggest music star has attended many Kansas City Chiefs games where Travis Kelce plays as a tight end. What she is snapped drinking is already having a phenomenal impact on drinks sales. Local reports have noted how the timing and location of the acquisition are significant to Travis Kelce in particular since St. Joseph, Missouri is approximately 50 miles north of Kansas City and has served as the site of the Chiefs training camp since 2010. Added to this, the geographical connection is thought to give the Kansas City star a familiar tie to the community. The Goats, formerly known as the Kansas City Goats until a recent name change in April, plays home games at the St. Joseph Civic Arena and were one of the four inaugural teams when The Arena League launched back in 2023. With the new alliance, the Kelce brothers will now also join an ownership group that includes the Kansas City Chiefs Hall of Fame figures such as Christian Okoye, Gates BBQ CEO George Gates II, and sports radio personality Steven St. John. The Kelce brothers became part-owners of Cincinnati-based Garage Beer in 2024, expanding their business from their already successful New Heights podcasting venture. Garage Beer recently launched a new campaign featuring Jason Kelce in a retro-style martial arts advert. As part of the company's newest deal, the Goats are now set to debut their new Garage Beer–sponsored uniforms as they begin their season, with fans being promised exclusive merchandise, behind-the-scenes content and continued updates from their new celebrity owners.