The Kelce brothers appeared on a panel during Sport Beach 2024 at the Cannes Lions International Festival of Creativity in France

Travis and Jason Kelce are embracing their Swiftie fans!

During their appearance on a panel at Sport Beach 2024 in Cannes in support of New Heights with Jason and Travis Kelce, the brothers were asked to share their thoughts on new listenership the show has gained from fans of Taylor Swift, AKA Swifties.

Jason, 36, said it’s “been fun” to embrace the new demographic and explained how they stay true to both their new fans and the listeners who supported them before Travis, 34, began his high-profile romance with Swift.

“We want to be careful to stay loyal to the people that have tuned in from day one,” Jason said, noting that many of their day-one listeners “are diehard football fans” looking for football-related content on the show.

The former Philadelphia Eagles center explained that New Heights has always included a “lifestyle” element where the brothers talk about their day-to-day lives “even before the demographic shift” once Travis and Swift took their relationship public.

Travis Kelce celebrates with Taylor Swift.

TIM NWACHUKWU/GETTY

“But now its really expanded,” Jason added. “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.”

“So all of a sudden, dads are hanging out with daughters and there’s worlds colliding, and our show gets to be another place where worlds collide, and it’s awesome,” he shared.

Travis agreed with his brother and offered some insight into how they balance their football and lifestyle content. “You’ve gotta listen to your viewers, you have to listen to the comments and your demographic, and see who you’re talking to,” the Chiefs tight end explained.

Jason Kelce #62 of the Philadelphia Eagles and Travis Kelce #87 of the Kansas City Chiefs wave onstage during Super Bowl LVII Opening Night.

Sport Beach began on June 17 and concludes on June 20. The event is part of the Cannes Lions International Festival of Creativity in France and included speakers like Sue Bird and Shannon Sharpe.

In addition to hosting the live recording, Jason and Travis’s Garage Beer and Travis’ Casa Azul Tequila Soda are featured in the lineup of brands in the first-ever Wine & Spirits Festival at Cannes Lions on June 20.

On July 23, Travis will report to the Chiefs mandatory training camp as the team gets ready to defend their title as back-to-back NFL champs. For Jason, it will be his first NFL season since he announced his retirement from football on March 4.