Jason Kelce’s VC Move: Former NFL Star Invests in Vintage Sports Apparel Brand HOMAGE
Jason Kelce’s VC Move is adding another consumer brand to the former Philadelphia Eagles center’s growing entrepreneurial portfolio. Kelce’s investment firm, Winnie Capital, joined a group of notable investors backing HOMAGE, a Columbus, Ohio-based vintage-inspired sports and licensed apparel company.
HOMAGE announced the growth capital round in October 2024, with Winnie Capital listed among the new investors. The size of Kelce’s individual investment was not disclosed.
Jason Kelce Invests Through Winnie Capital
The investment was made through Winnie Capital, the investment firm associated with Jason and Kylie Kelce. HOMAGE identified Winnie Capital as being led by Jason Kelce when announcing the funding round.
The deal represents another step in Kelce’s transition from a professional football career toward a broader business portfolio.
Kelce has developed interests across sports, entertainment, consumer brands and media since stepping away from his NFL playing career. His involvement with HOMAGE also builds on an existing relationship between the company and the Kelce family.
What Is HOMAGE?
HOMAGE is known for its vintage-inspired sports apparel, including T-shirts, hoodies and other merchandise celebrating teams, athletes and nostalgic moments.
The company, founded by Ryan Vesler in 2007, is based in Columbus, Ohio. Its licensed partnerships include major sports leagues such as the NFL, NBA, WNBA and MLB, along with colleges and pop-culture properties.
The brand’s appeal is centered on nostalgia, combining retro-inspired designs with officially licensed sports and entertainment properties.
Kelce Already Had a Connection With HOMAGE
Jason Kelce’s investment did not come out of nowhere. HOMAGE has worked with the Kelce brothers for several years and became the official merchandise partner of their New Heights podcast.
The company has also created collections connected to Jason Kelce’s charitable initiatives, including merchandise associated with A Philly Special Christmas Special and a Jason Kelce retirement T-shirt.
That existing relationship gave Kelce familiarity with the brand before Winnie Capital joined its investor group.
Other High-Profile Investors Joined the Round
Jason Kelce was not the only prominent name involved in HOMAGE’s funding round.
Other investors included Ryan Reynolds’ Maximum Effort, Rob McElhenney’s More Better, Kevin Durant and Rich Kleiman’s 35Ventures, Haslam Sports Group, The Athletic co-founder Adam Hansmann and Wheelhouse 360.
HOMAGE did not disclose the total size of the funding round publicly. Sports Business Journal reported that the company also declined to disclose the size of the investment from the new investors.
How HOMAGE Plans to Use the Investment
HOMAGE said the new capital would support several areas of the company’s expansion.
These include increasing production capabilities, growing its operating team and strengthening technology and marketing infrastructure. The company also planned to expand its licensed-product partnerships.
Founder and CEO Ryan Vesler said the new investors could contribute more than capital through their networks, strategic relationships and experience across sports, media and entertainment.
For HOMAGE, bringing in investors with connections across professional sports could help the company pursue additional licensing opportunities and reach new audiences.
Jason Kelce’s Growing Business Portfolio
The Jason Kelce’s VC Move comes as the former NFL star continues building a business profile beyond football.
Kelce has remained closely connected to sports through media work and business ventures while also pursuing investments through Winnie Capital.
His involvement with HOMAGE is particularly relevant because the company sits at the intersection of two areas closely associated with Kelce: professional sports and consumer-focused entertainment.
The investment also reflects a broader trend of athletes becoming investors and strategic partners in brands where they already have cultural or professional connections.
HOMAGE Targets More Sports Fans
HOMAGE has indicated that expanding its sports licensing portfolio is an important part of its growth strategy.
Sports Business Journal reported that the company was looking to expand further into wholesale and pursue additional opportunities, including NHL and collegiate sports licenses.
The company’s current catalog includes apparel connected to the NFL, NBA, MLB, WNBA, MLS and numerous college programs, alongside pop-culture collaborations.
That broad licensing strategy gives the brand multiple ways to attract customers who value both sports merchandise and nostalgic designs.
Why Jason Kelce’s Investment Matters
Kelce’s investment gives HOMAGE another prominent sports figure within its ownership and investor network.
For Kelce, the deal provides exposure to a consumer brand that already has a strong connection to professional sports and his own audience.
The investment also demonstrates how his post-NFL career increasingly extends beyond traditional sports broadcasting and into entrepreneurship and private investment.
While the financial terms of his HOMAGE investment remain undisclosed, the deal adds another recognizable sports-related company to Winnie Capital’s portfolio.
Frequently Asked Questions
1. What is Jason Kelce’s latest investment in HOMAGE?
Jason Kelce invested in HOMAGE through Winnie Capital, his investment firm, as part of the company’s growth capital round.
2. What is HOMAGE?
HOMAGE is a Columbus, Ohio-based vintage-inspired sports and licensed apparel company founded by Ryan Vesler in 2007.
3. How much did Jason Kelce invest in HOMAGE?
The specific amount invested by Jason Kelce or Winnie Capital has not been publicly disclosed.
4. What is Winnie Capital?
Winnie Capital is the investment firm associated with Jason and Kylie Kelce and their business and philanthropic activities.
5. Does HOMAGE work with the Kelce brothers?
Yes. HOMAGE has been the merchandise partner for the Kelce brothers’ New Heights podcast and has also produced Kelce-related collections.
6. Who else invested in HOMAGE?
The investor group included Ryan Reynolds’ Maximum Effort, Rob McElhenney’s More Better, Kevin Durant and Rich Kleiman’s 35Ventures, Haslam Sports Group, Adam Hansmann and Wheelhouse 360.
7. What does HOMAGE sell?
HOMAGE sells vintage-inspired apparel and licensed merchandise covering professional sports, college sports, entertainment and pop-culture properties.
8. Which sports leagues does HOMAGE work with?
HOMAGE is an official licensed partner of the NFL, NBA, WNBA and MLB, among other sports and entertainment properties.
9. Why did Jason Kelce invest in HOMAGE?
Kelce has publicly expressed an appreciation for HOMAGE’s nostalgic designs, and the company already had a business relationship with the Kelce brothers.
10. What does the HOMAGE investment say about Jason Kelce’s business career?
The investment is another example of Kelce expanding his activities beyond professional football into consumer brands, sports-related businesses and private investment.
