Travis Kelce is adding another business line to a portfolio that already stretches well beyond football, this time with an eye on helping college athletes cash in on the NIL era.
The Chiefs tight end, who has often talked warmly about his University of Cincinnati days, played before name, image and likeness opportunities changed the college sports landscape. Now he’s partnering with the French advertising agency Publicis Groupe on a venture built to navigate that space.
A Wall Street Journal report said Publicis Groupe launched Tekta on Tuesday, describing it as an NIL business “to help brands select, structure and measure partnerships with student athletes and schools. Kelce will serve as an adviser, while the talent management firm that represents him, 3 Arts Sports, steps in as strategic operating partner.”
The market Kelce is stepping into has grown fast. A2A Academy projected NIL spending reached an estimated $1.9 billion in 2025.
Kelce said in a statement, per Variety: “I am excited to leverage my lived experience and professional perspective to help close the gap for brands and athletes alike,” Kelce said in a statement, per Variety. “Streamlining the process will allow everyone to fully realize the potential of engaging across the board, including the significant opportunity that lies in those untapped sports and undiscovered personalities.”
According to the Wall Street Journal, Kelce won’t just be a name attached to the project - he’ll be involved with Tekta’s clients. The paper reported: “Publicis Sports will hone clients’ strategies, then hand them over to Tekta to identify promising athletes and schools based on those brand objectives,” the Wall Street Journal wrote. “Kelce, who already balances his NFL career with a podcast, a beer brand, a steakhouse and a sportswear line, will advise at a high level.”
Publicis Sports CEO Suzy Deering said Kelce’s main focus remains on the Chiefs, who are at training camp in St. Joseph getting ready for the 2026 NFL season.
“Needless to say, he has his day job right now,” Deering told the WSJ, “but he is very hands-on from an advisor perspective.”
Kelce’s business list keeps growing. He co-owns Garage Beer with his brother Jason, is part of the Alpine Formula One ownership group with Chiefs quarterback Patrick Mahomes, co-hosts the New Heights podcast, has a stake in Accelerator Energy, and earlier this year became a global brand ambassador and creative collaborator with Tommy Hilfiger.
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