The Kelce Effect: Unpacking an Offensive Lineman's Uncommon Marketability

The concluding months of the Philadelphia Eagles’ season were marked by disappointment. Despite starting strong at 10-1 and leading the NFC 11 weeks into the season, the team's fortunes reversed, losing five of the last six regular-season games. This downward spiral continued into the Playoffs, culminating in a 32-9 Wild Card Round loss to the Tampa Bay Buccaneers on January 15th.?

Amidst this challenging period, the Eagles and their fans faced another blow with the reported retirement of beloved offensive lineman, Jason Kelce, following their playoff exit. While retirement had been anticipated, especially given the preface for the 2022 documentary "Kelce," which was originally planned to capture a player's final season, Kelce decided to extend his career for one more season in 2023.?

Kelce, a six-time First-Team All-Pro Center and the anchor behind the Eagles’ trademarked “Tush Push” or “Brotherly Shove,” will be remembered not only for his contributions on the field but also for his larger-than-life personality embraced by the city of Philadelphia. As noted by Robert Zeglinski from USA Today, “Jason Kelce will be remembered as one of the greatest centers in NFL history, lionized as a larger-than-life personality embraced by a football city.”?

While professional athletes gain initial marketability based on on-field performance, what they do with their platform can significantly shape their career and lives. Kelce's outgoing personality and compassion created an impact that transcended the game.?

An analysis of 101,061 social media mentions since his reported retirement reveals that nearly 9,000 discussions focused on his legacy. Key themes in order of frequency included: Kelce’s role as a brother (9.20%), his fun moments at the Bills vs. Chiefs Playoff Game (8.10%), his impact on teammates (8.00%), his role as a father (7.50%), his on-field character and leadership (7.40%), his On-Field Performance (5.40%), and more.

It's noteworthy that the predominant topics not only relate to Kelce’s football prowess but also underscore his influence as a person. Whether nurturing his little brother Travis, creating Christmas albums with teammates, engaging in charitable efforts, or showcasing the life of a professional football player through a documentary, Kelce has connected with people in ways that extend beyond the football field. This exemplifies how athletes can enhance their personal brand value through Social ROI efforts and authentic behavior.?

Despite recent attention on his brother Travis’ relationship with Taylor Swift, it is crucial not to overshadow the work Jason Kelce has done for his brand himself. Between January and August of 2023, before Travis and Taylor's relationship gained prominence, there were 214,726 social media mentions about Jason, a 163% increase from the previous 8-month period, showing the momentum he was independently building.?

Even though Jason was well on his way to establishing marketing credibility before his brother’s relationship gained prominence, their pairing has certainly contributed to Jason’s marketability, with a 447% increase in social media mentions since September 1st, around the time Taylor and Travis reportedly started dating.??

Jason Kelce has revolutionized the marketability appeal of offensive linemen, even earning himself the honor of being a finalist for People Magazine’s 2023 Sexiest Man Alive. In a position typically overshadowed by quarterbacks and other skill positions in popularity and sponsorship deals, Kelce has proven that anyone in the sport can create massive opportunities for themselves.?

A social media volume analysis by NorthStar Sports Solutions compared conversations of Fox Sports’ top-10 quarterbacks from December 2023; Patrick Mahomes, Joe Burrow, Lamar Jackson, Jalen Hurts, Josh Allen, Dak Prescott, Justin Herbert, Tua Tagovailoa, C.J. Stroud, and Brock Purdy; and the 2023 1st Team All-Pro Offensive Linemen; Jason Kelce, Trent Williams, Penei Sewell, Joe Thuney, and Zack Martin. The study accounted for social conversation from the past year.

The results showed that Jason Kelce not only competes with the brand buzz of the league’s top quarterbacks but actually exceeds some; C.J. Stroud, Tua Tagovailoa, and Justin Herbert. Additionally, Kelce’s brand buzz is outperforming his elite offensive linemen counterparts so significantly that the gap between Kelce and the second most discussed lineman, Trent Williams, is approximately the same as the gap between Kelce and the 6th most discussed quarterback of the group, Dak Prescott.?

Jason Kelce is an outlier in marketability value amongst NFL offensive linemen and non-skill position players because he has actively cultivated his personal brand. He has done this through his unapologetic authenticity often showcased on his popular podcast “New Heights” with his brother Travis.? These aspects showcase that any athlete, regardless of their position or visibility, can elevate their profile. In the NFL, where each game is watched by an average of 17.2 million people (Sports Business Journal), even bench players are individuals whom fans admire. While not every athlete may engage in as extensive off-field work as Kelce, taking on a single project can be a starting point. Sponsorship opportunities abound for every professional athlete, and Jason Kelce serves as an inspiring example of what's achievable.??