Kelce-owned beer brand invests in St. Joseph arena football team
ST. JOSEPH, Mo. (KCTV) - A new chapter in St. Joseph sports is brewing – literally.
Garage Beer, the light beer company co-owned by NFL stars Travis and Jason Kelce, has officially invested in the St. Joseph Goats, the city’s new arena football franchise. The partnership includes prominent jersey branding, arena signage, and an increased national spotlight on the team ahead of its June 7 home opener at the Civic Arena.
Team president Ted Sweeney said the partnership came together quickly and naturally, as both sides saw potential in each other.
“The more we talked, and the more that they saw our vision and knowing what they could provide, everything just kind of fell into place,” Sweeney said. “That we can build this thing up to represent not only St. Joe, but the entire area – from Kansas City to Chillicothe.”
Garage Beer is now not only a sponsor but a part-owner of the team, according to both the brand and Goats management.
Garage Beer’s investment comes as the Civic Arena undergoes a multi-million-dollar renovation. Facility manager Mary Robertson said improvements are significant and include a new scoreboard, upgraded HVAC system, fresh paint, and enhanced seating.
“Over the last couple of years and into the next year and a half, you’ll see about $11 million infused into the arena,” Robertson said.
The rebranded Goats will play four home games in the updated space this season, with a capacity of about 3,200 fans. And there will be no shortage of entertainment—Sweeney confirmed that live goats, including a baby goat mascot, will be outside the arena for opening night.
“We’ll have a goat, a baby goat, outside for the opener, and then it’ll work its way in,” Sweeney said. “So there will be goats at Goats games.”
The franchise’s name – already a fun local talking point – now has added weight thanks to Travis Kelce’s involvement. Mayor John Josendale was quick to point out the irony in the timing.
“I’m sitting there going, Goats, Goats? Well, Greatest of All Time,” Josendale said. “Now having (Travis) Kelce, who I really feel is the greatest tight end that we’ve seen in a long time, you can put the Goat in there and have a reason for it.”
Josendale added that Kelce’s presence, whether physical or symbolic, will elevate the team’s visibility and bring a spirit to the league that mirrors what he’s done in Kansas City.
“You look at what Kelce has done for the Chiefs, both in his career, and then also as far as the spirit goes, and how everybody follows,” Josendale said. “We’re going to love having that part of the Arena Football League also.”
Arena football differs significantly from the NFL game—featuring just seven players per side, a shorter field, and an ultra-fast pace that organizers hope will appeal to younger fans and curious newcomers. Whether the Kelce brothers will make an appearance in St. Joseph this summer remains to be seen. But with Chiefs training camp starting in late July and the Goats potentially eyeing a playoff run, fans are hoping for a surprise sighting or two.
The Goats open their home schedule on June 7 at Civic Arena.
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