Podcasting Experience Helps Kelce Brothers Secure ‘New Heights’ Deal

Arts|$100 Million Podcast Deals Are Back, but Not for Just Any Celebrity

After a down market in the celebrity podcast business last year, when big spenders like Spotify and Amazon tightened their purse strings, nine-figure megadeals are back in fashion. But this time around, the big-name stars have something more: experience and established followings.

This week, Travis Kelce, the star Kansas City Chiefs tight end turned Taylor Swift paramour, and his brother Jason Kelce, the former center of the Philadelphia Eagles, announced a partnership with Wondery for their “New Heights” podcast worth $100 million or more.

The announcement came shortly after Alex Cooper said that “Call Her Daddy” would be leaving Spotify’s distribution and ad sales team for SiriusXM in an agreement reportedly worth up to $125 million.

Also this year, Wondery picked up Dax Shepard’s “Armchair Expert” for about $80 million; SiriusXM acquired “SmartLess,” hosted by Jason Bateman, Sean Hayes and Will Arnett, for upward of $100 million; and Spotify paid $250 million to extend its control over “The Joe Rogan Experience.”

“I think there’s always going to be a place for the biggest talent with large and growing audiences,” said Jen Sargent, the chief executive of Wondery, which is owned by Amazon. “They can command higher deal sizes because the math works.”

An earlier spree of lavish celebrity podcast deals largely fizzled, with series from Kim Kardashian and from Prince Harry and Meghan, Duchess of Sussex, seen as failing to justify their cost.