Jason Kelce and Travis Kelce have a new brand deal, and it comes with a side of mint.
The New Heights show announced a partnership with Mentos USA on Instagram this week. The reveal was brief – the caption read “Just a couple of guys who know exactly where they stand 😂,” with a Mentos tag attached. For two guys who’ve built their whole brand on self-deprecating humor, the phrasing landed exactly right.
That line is doing double duty. On the surface, it fits the Mentos aesthetic – confidence and knowing your place. But for anyone who follows New Heights, it’s also a direct wink at the brothers’ actual dynamic. Jason is the older, louder, more chaotic energy. Travis is the guy currently dating Taylor Swift and showing up on magazine covers in fitted suits. They both know exactly where they stand. They’re also very comfortable telling you about it.
New Heights launched in 2022 and grew into one of the top sports podcasts in the country fast. The show covers NFL news and fan questions, but the real draw is the two brothers going back and forth on each other. Jason gives Travis grief about his celebrity lifestyle. Travis gives it right back. The biggest segments are often less about football and more about who said something embarrassing at a family dinner. Jason retired from the Philadelphia Eagles in 2024 after 13 seasons. The podcast has been one of his main gigs since. Travis is still playing for the Kansas City Chiefs and keeps adding brand deals.
Both brothers carry serious brand weight. Travis is one of the NFL’s most marketable players. His relationship with Taylor Swift pushed the Kelce name into massive mainstream visibility. Taylor started attending Chiefs games in 2023. Suddenly New Heights was pulling in listeners with zero prior interest in football. For a brand sponsor, that kind of reach is rare.
Mentos fits the show’s tone well. The brand has leaned into playful, self-aware marketing for decades. There’s something very Mentos about the New Heights vibe – breezy and a little cheesy in the best possible way. The brothers are the same. Pairing with two guys who’ve made sibling teasing their whole business model makes a lot of sense.
No big production came with the announcement. The brothers dropped the caption, tagged the brand, and let it land. That restraint is very much their thing. Overselling would have killed the joke.
Whether the Mentos deal rolls out into podcast ads, social content, or something more creative isn’t clear yet. For now, Jason and Travis are officially in the mints business. Standing exactly where they said they would be.
Knowing them, the actual ad is probably already recorded. And it’s probably unhinged.
