Growing up, Travis Kelce visited Cedar Point amusement park in Sandusky, Ohio, at least once or twice a year with his family.
Although Cedar Point is known as the “roller coaster capital of the world,” the Kansas City Chiefs tight end, 36, admitted on his New Heights podcast that he was too scared to ride any of them. Later, as a college student at the University of Cincinnati, he conquered his fear — and never looked back. He called the Raptor his favorite.
Fueled by happy memories there, Kelce proved he’s a big kid at heart when he announced on Oct. 21 that he’s an investor in Cedar Point’s parent company, Six Flags, which has parks across North America. The NFL star said he “couldn’t pass up the opportunity to continue the tradition” as well as make it even better “for the next generation of families” — possibly even his own, according to fiancée Taylor Swift’s “Wishlist.”
Kelce invested through New York–based hedge fund Jana Partners, which holds about a 9% interest, or roughly $200 million, in the theme park operator, according to the Wall Street Journal. The New Heights Instagram account joked — we think — that a “Kelce Coaster” was coming soon.
This is the latest example of Kelce’s drive to grow his business ventures beyond the NFL, where he is still dominating on the field with the Chiefs. In September, he opened 1587 Prime, a buzzy Kansas City steakhouse co-owned with teammate Patrick Mahomes that’s become one of the toughest tables to book in town. The same month, Garage Beer, a lager brand that is owned by Kelce and his podcast partner and brother, Jason Kelce, secured funding to expand nationally. Beyond food, drink and roller coasters, the sports star has also been making moves in entertainment, taking on acting and hosting roles in addition to his podcast duties.
It’s all part of the modern celebrity playbook: leveraging fame to build a broader empire — a shift that financial expert Nicole Lapin says Kelce exemplifies.
“Kelce isn’t just diversifying; he’s operationalizing his personal brand like a modern holding company,” the Money Rehab podcast host tells Yahoo.
By blending lifestyle, entertainment and personal branding, Kelce is creating a universe where fans don’t just watch him play — they step inside his world, from his podcast to his restaurant, and now even a theme park.
How Kelce makes, spends and invests his money
While his bride-to-be is a billionaire, Kelce has a net worth of $70 million, Forbes reported in August.
Over the past 12 years, he has earned an estimated $111 million playing professional football, before taxes and agent fees. He has likely brought in another $80 million off the field, including a three-year, $100 million deal he and his brother struck with Wondery in 2024 for New Heights.
The podcast, which draws high-profile guests, gives fans a window into Kelce’s life. More recently, it highlighted his relationship with Swift, who appeared on the show’s highest-viewed episode to tease her Life of a Showgirl album in August. After they recorded it, Kelce proposed, perfectly blurring the lines between life and business.
Kelce has also secured endorsement deals with Bud Light, Pfizer and Nike, started a sportswear brand called Tru Kolors and created a supplement line, Hilo Gummies, which a private equity firm later acquired. In entertainment, he hosts Amazon Prime’s Are You Smarter Than a Celebrity?, made a cameo in Happy Gilmore 2 and appeared in FX’s Grotesquerie.
His lifestyle reflects his earnings: He lives in a $6 million mansion near Arrowhead Stadium, where he has a fleet of fancy cars, like a $400,000 Rolls-Royce Phantom. He reportedly spent even more on Swift’s ring, which is estimated to be worth between $500,000 and $1 million.
Kelce stepping out of his $400,000 ride. (Jamie Squire/Getty Images)
Guiding his brand and financial moves are his business managers, André and Aaron Eanes of 3 Arts Sports. According to a New York Times article from last year, the brothers, who met Kelce in college, set out to make the star “as famous as the Rock,” referring to Dwayne Johnson, who has become a hugely successful entrepreneur in his own right. At the time, André was overseeing Kelce’s portfolio of 28 ventures, which also included a racing team (Alpine Formula 1), an alcoholic seltzer (Casa Azul Tequila Soda) and a men’s custom clothing line (Indochino).
Now, Six Flags and 1587 Prime have been added to the fold. The former is a nostalgic investment, with Kelce sharing childhood videos of himself at the park with his mom, Donna, alongside the announcement. Six Flags is also a company needing a boost, having grappled with low visitor numbers and debt in recent years. Kelce’s involvement is already making waves: Six Flags stock jumped nearly 18% the day his involvement was publicized.
A clip of New Heights posted on Instagram on Thursday saw the Kelce brothers talking about taping their podcast at Cedar Point, in between a marathon roller coaster session.
A restaurant is a more typical celebrity-backed venture — but 1587 Prime stands out as a high-end eatery that showcases Kelce’s lifestyle. From $345 Wagyu Tomahawk steaks to a cocktail named “the Alchemy,” inspired by a Swift song, the eatery offers fans a taste of the world he inhabits. The couple dined there together on Oct. 19, and the demand to follow in their footsteps is intense. When reservations opened in August, a month before the restaurant opened, tables were fully booked through late October within minutes, according to Business Insider.
The new playbook is ‘Kelce meets Kardashian’
Kelce’s portfolio isn’t just a reflection of his wealth. It’s a blueprint for the modern celebrity.
“What I find fascinating is how he’s building something that sits between athlete and lifestyle mogul,” Lapin says. “It’s not just endorsements anymore; it’s vertical integration of identity.”
In other words, every aspect of Kelce’s career — from football to business ventures to public image — is orchestrated as a unified brand. At the heart of this strategy is audience engagement: turning fan interest into real-world ventures.
“When you open a steakhouse or [invest in] an amusement park, you’re monetizing the emotional equity people feel toward you,” Lapin says. “That’s the next evolution of personal branding — turning audience affinity into tangible assets.”
When fans eat at Kelce’s restaurant or visit Cedar Point, they’re not just consumers, an expert explains. They’re part of the “Travis Kelce universe.” (David Eulitt/Getty Images)
Unlike athletes of the past who built wealth after retiring, Kelce is doing it in real time.
“The playbook used to be Jordan or Shaq,” Lapin says. “Now it’s Kelce meets Kardashian. [It’s about] real-time monetization, narrative control and emotional stickiness.”
Kelce is also “building something that blurs the line between brand and belonging,” Lapin says.
“When fans eat at his restaurant or visit his park, they’re not just consumers, they’re participants in the Travis Kelce universe,” she says. “It’s parasocial commerce. The product isn’t the steak or the ride — it’s proximity. And that proximity, when managed correctly, can be worth more than any Super Bowl ring.”
