Chuck Liddell has stepped into a new arena with Travis and Jason Kelce. The retired UFC legend joined the NFL brothers in a Garage Beer commercial that has already gone viral.
The lengthy ad was shot in Los Angeles and leans into comedy. It ends with Liddell squaring up to Jason before flooring him in a staged fight. The lighthearted spot highlights how far the Kelce brand has moved beyond football.
At the premiere of his new film Kill Me Again, directed by ex-fighter Keith Jardine, Liddell spoke about the brothers. “It was great! Those guys are awesome. They’re a lot of fun, really good dudes,” he told TMZ Sports.
He admitted he was unsure what to expect working with two of the biggest names in American sport. “They were down to Earth,” Liddell said. “You hear things about people, but they’re just good ol’ boys.”
Liddell is one of MMA’s most recognisable figures. Nicknamed “The Iceman,” he reigned as UFC light heavyweight champion from 2005 to 2007. His 16–7 record inside the promotion helped push MMA into the mainstream.
He retired in 2010 before making a one-off return against rival Tito Ortiz in 2018. A year later, he was inducted into the UFC Hall of Fame, sealing his legacy as one of the sport’s trailblazers.
The Kelce brothers are now building their reputation in entertainment as well as NFL. Jason retired from the Philadelphia Eagles in March 2024, while Travis is preparing for another season with the Kansas City Chiefs.
Both are part-owners of Garage Beer, an Ohio brand expanding aggressively across the U.S. Their playful ads, boosted by star cameos, have turned it into more than just a drink. It is a lifestyle statement.
The brothers’ influence extends to their hit podcast New Heights. The show blends football talk with offbeat humour and has attracted a huge audience. Travis’ relationship with Taylor Swift has only added to their profile.
By pairing with Liddell, the Kelces showed once again how easily they can cross into pop culture. For the UFC great, it was another chance to throw a punch, even if this time it was all in fun.
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