Ole Smoky Distillery, Gatlinburg, Tenn., has partnered with Jason Kelce for its 2024 “C’mon Raise The Jar” 360 marketing campaign. The retired Philadelphia Eagles player is an investor in Ole Smoky and joins the team as the “self-appointed team captain.”

“After my departure from the NFL, I am grateful to be welcomed with open arms as Ole Smoky’s official team captain for the 2024 football season,” Kelce said in a statement. “I look forward to bringing our team to victory, in addition to having some fun and raising awareness of Ole Smoky’s creative and delicious products.”

Kelce will focus his methods and humorous approach to his new role while showcasing Ole Smoky’s moonshine products, the company says. The campaign’s focus will be on video content filmed at the brand’s distillery in downtown Nashville and is set to include extensions across the marketing mix, from in-store point-of-sale, social media and print executions.

The former football star’s approachable and fun-loving nature, paired with his hardworking image as an NFL player, particularly as a center, “align well with the authentic, creative branding of Ole Smoky,” the company notes.

“We at Ole Smoky are thrilled to join forces with our newly self-appointed team captain, Jason Kelce, who embodies the values of hard work, determination and authenticity — qualities that are at the heart of our brand,” said Robert Hall, CEO of Ole Smoky Distillery, in a statement. “Together, we can look forward to bringing our unique Tennessee spirit to tailgates across the country, celebrating the rich traditions and vibrant culture that Jason, Ole Smoky and one of our nation’s favorite pastimes represent.”

The campaign partnership is a play on the phrase “raise the bar” and incorporates the brand’s iconic mason jar packaging. It aims to encourage consumers to incorporate Ole Smoky products in their tailgating cocktail recipes.

In celebration of the return of tailgating season, consumers can visit one of Ole Smoky’s four distillery locations, as well as participating bars and restaurants across the country, or the campaign’s website for an Ole Smoky cocktail recipe list inspired by Kelce and the tailgating experience. Recipes include the Apple Ginger Tailgate, Gameday Punch, Blackberry Kickoff Lemonade, Lightnin’ Lemonade and more.