A new game-changing move in the podcast industry may be signaling that it is still alive, well, and maybe even thriving as NFL superstars Travis and Jason Kelce signed a ludicrously lucrative deal with Amazon’s Wondery audio network.
Their popular podcast show called “New Height” will now be exclusively streamed on Wondery and other Amazon-owned platforms possibly on both audio and video. The company also acquired rights to its entire catalog of previous chapters.
Amazon will hold full rights to how the content will be monetized and distributed, the sale of merchandise, and any international adaptations.
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The Kelce brothers will receive $100 million for a three-year deal. The show has become a cultural phenomenon since 2022 and may have seen its popularity skyrocket since Travis started dating the superstar singer Taylor Swift.
Travis and Jason Kelce expressed their enthusiasm for the partnership in a statement: “We couldn’t be more excited to team up with Wondery for the next phase of New Heights. We love this show, and the fanbase that has grown with us over the last two seasons. Wondery understands the shared vision and will offer a wealth of experience and resources to take us to New Heights!”
The Kelce Brothers: From NFL Stars to Podcast Sensations
Travis Kelce, who is 34 years old, is a three-time Super Bowl champion with the Kansas City Chiefs. His fame among teenagers and young adults was positively impacted by his relationship with Swift. Meanwhile, his elder brother Jason is 36 years old and recently retired after 13 seasons with the Philadelphia Eagles. Jason, who was widely considered to be one of the best centers in the league, has taken up an analyst role with ESPN.
The siblings launched “New Heights” in 2022, offering fans a unique blend of sports commentary, celebrity interviews, and insights into their personal lives, all delivered with their trademark brotherly humor. The show’s popularity soared, particularly during the 2023 NFL season when the brothers faced off in Super Bowl LVII.
The high-profile Kelce-Swift relationship contributed to giving the podcast a significant boost in listenership. Data from Edison Research indicates that a 4.5-time increase in reach took place among listeners aged 13 and older just two months after they began dating.
Podcast Industry Keeps Spending Big Bucks to Get Top Talent
The Kelce brothers’ deal with Wondery is a testament to the continued growth and lucrative nature of the podcast industry. According to a research report from Nielsen, podcast listening in America has increased by 45% in the past 5 years and the number of listeners has doubled to reach nearly 200 million people nowadays.
The CEO of Wondery, Jen Sargent, highlighted the broad appeal of “New Heights” stating: “’New Heights’ on the surface is a sports podcast, and sports is such a well-listened-to category. But it’s become a cultural phenomenon — they’re in that cultural zeitgeist.”
He added: “Since its first play, New Heights has brought hilarious, relevant commentary and interviews, and unprecedented insider access to the NFL season and professional sports.”
This deal follows a trend of high-profile podcast agreements in recent years. Other notable deals include:
- Joe Rogan’s $200 million-plus renewal with Spotify for “The Joe Rogan Experience”
- Alex Cooper’s $125 million three-year deal with SiriusXM for “Call Her Daddy”
- Will Arnett, Jason Bateman, and Sean Hayes’ $100 million three-year agreement with SiriusXM for “SmartLess”
- Dax Shepard’s $80 million deal with Wondery for “Armchair Expert”
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These massive deals reflect the industry’s recognition of podcasts as a powerful medium for reaching and engaging with audiences, particularly younger demographics who are increasingly choosing podcasts over traditional linear TV.
Listeners Can Still Listen to New Heights on Other Platforms
For fans of “New Heights” the Wondery deal promises enhanced content and listening experiences. Wondery+ subscribers will enjoy early and ad-free access to episodes as well as a once-a-year livestream of the show.
The show will still be available in the platforms that users currently turn to like Apple Music and Spotify and no significant changes to their experience are expected to occur.
The deal is set to commence with the upcoming third season of “New Heights” with the first episode becoming available on Wednesday. This timing aligns perfectly with the start of the NFL season, traditionally a period of increased viewership for the podcast.
The Wondery agreement extends beyond just podcast distribution. It provides the company with opportunities for live events and first rights to any product lines the Kelce brothers might introduce in the future. This aspect of the deal highlights the potential for podcasts to serve as springboards for broader entertainment and merchandising ventures.
“We are going to create some groundbreaking moments together through this partnership,” the Kelce brothers asserted.
Travis Kelce, in particular, seems poised to capitalize on his growing celebrity status. In addition to the podcast deal, he is set to host a new game show for Amazon Prime Video called “Are You Smarter Than a Celebrity?”, further expanding his presence in the entertainment industry.
Will Taylor Swift Ever Appear in a New Heights Episode?
While Taylor Swift has not directly commented on the podcast deal, her relationship with Travis Kelce has undoubtedly played a role in elevating the profile of “New Heights.” The podcast gained significant attention when Travis used it as a platform to discuss his initial attempts to connect with Swift at one of her concerts.
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As Swift takes a break from her Eras Tour until October, speculation abounds about her potential attendance at Chiefs’ games during the upcoming NFL season. She may even appear on New Heights at some point. This continued media interest in their relationship could further boost the podcast’s popularity over the coming months.
Wrapping Up
The Kelce brothers’ deal with Wondery is a clear indicator that the podcast industry remains vibrant and lucrative. As more celebrities and influencers turn to podcasting as a means of connecting with their audiences, we can expect to see continued investment and innovation in this space.
The success of shows like “New Heights” demonstrates the power of authentic, personality-driven content in capturing and maintaining the attention of the youngest audiences. As this medium keeps evolving, we may see a higher number of new opportunities for creators and listeners alike who keep taking advantage of today’s increasingly digital content distribution channels.