How Jason Kelce built his personal brand and became a Philly legend (2024)

Philly icon and former Eagles star Jason Kelce has continued to make headlines since he announced his retirement from the NFL on March 4, 2024.

A few days after Kelce’s announcement, Campbell Soup unveiled its first Legend Edition Chunky can that pays homage to the former football center. One month later, Kelce surprised fans when he got in the ring at WWE’s WrestleMania XL, which was held in Philadelphia. And on April 29, ESPN announced it is working on a deal to bring Kelce on as an NFL analyst.

As marketing and branding scholars at Temple University’s Fox School of Business, we published a case study on Kelce in early 2024 that explores how he’s built such a strong and enduring personal brand over the course of his career and how this brand can help him stay relevant in retirement.

‘An underdog is a hungry dog!’

An athlete’s personal brand is how the public perceives them based on their actions, expertise and achievements. Athletes with strong personal brands can earn higher salaries and sign bigger endorsement deals. It can also help maintain fans’ support for the athlete – or their team – even if the athlete’s on-field performance declines.

The key to defining an athlete’s – or any individual’s – brand identity is to identify some key words that capture their strengths. In Kelce’s case, we’d argue that “determination,” “grit” and “hard-working” are all terms that reflect his appeal.

Fans will recall Kelce’s unscripted speech on the steps of the Philadelphia Museum of Art in 2018 after the Eagles won the Super Bowl. Kelce, regaled in a full Mummers costume, an elaborate outfit used in Philadelphia’s annual New Year’s Day folk parade, celebrated the team’s underdog status.

“We were a bunch of underdogs. And you know what an underdog is? It’s a hungry dog,” he said. “And that’s why we’re the first team in Eagles history to hold that freaking trophy.” The crowd roared.

Kelce has demonstrated grit since his early football career, when he alternated positions a few times before finding the right fit. He had started his college football career as a walk-on running back at the University of Cincinnati before switching to left guard and finally to center. His perseverance paid off when, after being drafted in the sixth round by the Eagles in 2011, he reportedly became the first rookie in Eagles history to start all 16 games at center.

In his 2024 retirement speech, Kelce reminisced about his early days at Cincinnati.

“It became apparent immediately that walk-ons would have to fight harder for their opportunities than the rest of the team,” he said. “I had … no investment from the team or the coaches. I’d have to earn everything, and that’s good, because I had no clue what hard work was yet.”

This early moment of clarity dovetails directly into Kelce’s underdog mentality, which has served as the baseline for his personal brand of authenticity throughout his career.

Personal values

Personal values are another essential component of a personal brand. For Kelce, those appear to be a commitment to family, community and charitable causes.

He frequently posts social media photos relaxing with his wife and three young daughters, and he praised his parents in his emotional retirement speech. He co-hosts his “New Heights” podcast with his brother, Travis Kelce, an All-Pro tight end for the Kansas City Chiefs who’s also romantically involved with Taylor Swift. The brothers intertwine football and family throughout each recording and have garnered over 2 million subscribers on YouTube alone.

Jason Kelce is also fiercely loyal to both Cleveland Heights, his hometown in Ohio, and his adopted home of Philadelphia.

In October 2022 he, started the (Be)Philly Foundation, which provides financial assistance and mentors to Philly youth. Kelce has also donated time and money to the Eagles Autism Foundation, most notably by creating and hosting the raucous annual Team 62 Fundraiser – named for the No. 62 jersey he wore with the Eagles – at the Jersey Shore. And he partnered with local authorities in his suburban Philadelphia community to sponsor the adoption of a Labrador retriever for the Haverford Township Police Department.

Kelce is authentic, transparent and straightforward in his personal branding, which focuses on his being an elite athlete and involved family man. With this powerful brand, we believe he has the potential to follow in the footsteps of another Philly legend, Charles Barkley, who has remained a pop culture icon nearly 25 years after he hung up his basketball jersey.

How Jason Kelce built his personal brand and became a Philly legend (2024)

FAQs

How Jason Kelce built his personal brand and became a Philly legend? ›

Personal values are another essential component of a personal brand. For Kelce, those appear to be a commitment to family, community and charitable causes. He frequently posts social media photos relaxing with his wife and three young daughters, and he praised his parents in his emotional retirement speech.

What is Jason Kelce known for? ›

He played college football for the Cincinnati Bearcats and was selected by the Eagles in the sixth round of the 2011 NFL draft. Kelce won Super Bowl LII, was a seven-time Pro Bowl selection, and six-time first-team All-Pro selection. Kelce is often regarded as one of the greatest centers in NFL history.

What is Jason Kelce's new job? ›

Jason Kelce opens up on his new job as an NFL analyst on ESPN, why he will remain 'biased'... and whether he'll swap his flip flops for a suit on air. Jason Kelce has lifted the lid on his new career as an NFL analyst on ESPN as he prepares to join the network's flagship coverage on Monday Night Football.

Did Jason Kelce's wife have? ›

What kind of dog does Jason Kelce have? ›

Breed: Irish wolfhounds

WINNIE AND BALOO - Did you know that Jason has two adorable Irish wolfhounds named Winnie and Baloo? They are big pups, weighing around 120 pounds each! Fun Fact: They were named after two famous fictional bears!

Did Jason Kelce lose his Super Bowl ring? ›

On Wednesday's episode of the podcast, Jason shared an update on the missing ring. His brother Travis joked with guest comedian Andrew Santino about Jason's lack of care about his lost ring. “He doesn't give a [expletive] that he just lost his Super Bowl ring,” Travis said. “I care,” Jason replied.

Why is Jason Kelce 62? ›

Jason was drafted by the Eagles and ever since his rookie season in 2011, he has worn number 62. What is the significance of that number? Jason explained why he wears number 62: "The significance of No. 62 is that when I made it to the NFL this is the number that was given to me and I am honored to wear it.

What is Jason Kelce up to now? ›

Jason Kelce is ready to tackle his new role. The former Philadelphia Eagles center has officially confirmed that he'll be taking on a new role with ESPN as a commentator, appearing each week on Monday Night Countdown, which leads into Monday Night Football.

How much money will Jason Kelce make at ESPN? ›

Steve Brenner of the Sun reports that ESPN has snagged Kelce with a three-year contract worth $1.8 million per year for his appearances on their Monday night football coverage. Not to mention, there's a sweet $1 million sign-on bonus included in the package.

Was Travis Kelce's dad in the NFL? ›

His father, Ed Kelce, is a sales representative in the steel industry, and his mother, Donna, is a former bank executive. Kelce's older brother Jason played center for the Philadelphia Eagles for 13 seasons.

Why is Jason Kelce retiring? ›

"The physical portion is at a point that it's not a desire to continue to do," he explained. "The reality was, it was more firm than it's ever been this year that I just don't think physically, I can compete at the level I want to anymore, and really compete the way I want to.

What is the age difference between Jason Kelce and his wife? ›

As Swifties have gotten a crash-course in football, Jason Kelce, 35, and his wife, Kylie McDevitt Kelce, 31, have emerged as celebs to know about.

How much is Jason Kelce worth? ›

Q: What is Jason Kelce's net worth? A: As of 2024, Jason Kelce's net worth is estimated to be around $30 million.

Does Jason Kelce own Irish wolfhounds? ›

Jason and Kylie Kelce's family of five expands beyond their three beautiful daughters with the couple, who tied the knot in 2018, are also proud owners to two Irish Wolfhounds, Winnie and Baloo.

Are Jason and Kylie pregnant again? ›

Kelce said she hasn't been pregnant since the birth of her and husband Jason Kelce's youngest child, Bennett, whom they welcomed in February 2023. "I cannot stand people writing such insensitive articles about such a sensitive topic. Really lights my fire," she continued.

Who is the best center in NFL history? ›

Jim Otto (163 AV)

Arguably the greatest center in NFL history, Otto earned 10 First Team All-Pro selections and 12 Pro Bowl selections in his 15-year career with the Raiders, both the most by a center in NFL history.

What is the deal with Jason Kelce? ›

ESPN has signed Super Bowl Champion Jason Kelce to a multi-year agreement, adding the vibrant personality as an analyst on the company's marquee programming around premier NFL telecasts.

Is Jason Kelce a hall of famer? ›

The rules of induction into the Hall of Fame

In principle, the only requirement for a player to be nominated to the Hall of Fame is that five years have passed since his retirement; in the case of Kelce, who just this Monday announced his retirement, the deadline will be met in 2029.

What is Travis Kelce best known for? ›

Considered one of the greatest tight ends of all time, Kelce is a nine-time Pro Bowler and a seven-time All-Pro, with four first-team and three second-team selections. He holds the NFL records for most consecutive and most overall seasons with 1,000 receiving yards by a tight end: seven.

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