The Wall Street Journal is reporting that the Kelce brothers are seeking a $100 million deal for New Heights and have been in discussion with the podcasting network Wondery, writes Ingrid Vasquez for People Magazine.

“They will absolutely get that much. These aren’t vanity deals, these shows are cash machines,” said a podcast industry executive.

It has helped greatly that Kansas City Chiefs tight end Travis Kelce is in a relationship with Taylor Swift, which has meant legions of Swift fans tuning in to the podcast.

Jason Kelce of Haverford said it’s “been fun” to embrace the new Taylor Swift demographic.

“It’s been fun for me, I have three little girls, so in some ways, the show and everything that’s transpired over the past year, has given reasons for girls to get involved in a sport where previously there wasn’t that much interest,” Kelce said

New Heights debuted in September 2022 and quickly found a successful spot in the podcast space. 

It won Podcast of the Year at the 2024 iHeartRadio Podcast Awards.

Travis, 34, and his brother, retired NFL star Jason Kelce, use the podcast to reflect on their football experience but often stray to other lifestyle topics.

Read more about New Heights and its potential $100 million value in People Magazine.