Travis and Jason Kelce have taken their podcast, New Heights, to, well… new heights. The siblings signed a three-year deal with Amazon’s Wondery platform, per Variety, which proves just how strong the Kelce brand is right now — and it might have gotten a small assist from Taylor Swift.

While the brothers have always been popular in the NFL realm, especially with their 2023 Kansas City Chiefs versus Philadelphia Eagles face-off, their visibility has grown once Swift was brought into their orbit. Jason and Travis acknowledged the growth of their show in a statement to the media outlet. “We couldn’t be more excited to team up with Wondery for the next phase of New Heights,” they said. “We love this show and the fanbase that has grown with us over the last two seasons.

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Jason Kelce and Kylie Kelce attend Thursday Night Football Presents The World Premiere of “Kelce” on September 08, 2023 in Philadelphia, Pennsylvania.

Wondery CEO Jen Sargent described New Heights as “a cultural phenomenon” because the Kelce brothers are “in that cultural zeitgeist.” Swifties know exactly what Sargent means because any mention of the pop star on the podcast sends the views soaring and the headlines popping. Travis and Jason are incredibly engaging, but their reach beyond the NFL was certainly helped by the “Cruel Summer” singer.

Earlier this year, Swift changed the equivalent brand value of the Kansas City Chiefs dramatically. The team’s worth jumped from $166 million to $331.5 million as of Jan. 22, according to Apex Marketing Group president, Eric Smallwood on Fox Business. NFL Commissioner Roger Goodell was supportive of Travis’ relationship with Swift because it brought so many young female football fans to the sport. “Obviously, it creates a buzz, it creates another group of young fans, particularly young women, who are interested in seeing why she is going to this game, why is she interested in this game,” Goodell said at a Feb. 5 Super Bowl press conference. “Besides Travis, she is a football fan, and I think that’s great for us.”

Travis’ entry into Hollywood has been planned for a while by his management team, but they didn’t see the Swift angle coming. Her presence in his life has only elevated his star status — and it sets him up comfortably for a post-NFL life when he chooses to retire. The impact is huge, and fans are only a year into the Swift-Kelce romance, there is still more to come.

Before you go, click to see all of Taylor Swift and Travis Kelce’s cutest PDA moments.