Travis Kelce’s $200M Garage Beer company steps in to cover Colts star’s $8,847 NFL fine

Travis Kelce’s business ventures have once again found an unexpected way into the NFL conversation. Garage Beer, the light beer company backed by Kelce and his brother Jason, reacted after Indianapolis Colts guard Matt Goncalves was fined $8,847 for mimicking a beer chug during a touchdown celebration. Rather than ignore the moment, the brand turned the penalty into a playful marketing opportunity, offering to cover the entire fine. The response quickly caught attention because it matched the company’s casual identity while connecting a football celebration, an NFL rule and one of the league’s most recognisable players.Travis Kelce’s Garage Beer responds to Matt Goncalves’ NFL fineGoncalves landed in trouble after participating in a celebration involving Colts tight end Tyler Warren. Following Warren’s touchdown against the Denver Broncos, he handed the football to Goncalves, who pretended it was a beer can.The guard mimicked opening the top, took an imaginary drink and then spiked the ball. The NFL viewed the gesture differently and classified it as an “offensive demonstration.”Adam Schefter reported the fine on social media, explaining the league’s reasoning. His post included the NFL’s description of the incident:“More: Colts guard Matt Goncalves also was fined $8,847 for engaging Sunday night in what the NFL called an offensive demonstration. ‘Your imitation of chugging a beer constituted an offensive demonstration…in poor taste.’ After Tyler Warren scored, he gave the football to Goncalves, who pretended to pop off its top and celebrate.”Garage Beer quickly joined the conversation with a cheeky response to Schefter’s post.“I think we have another 9K,” the company replied.The comment suggested that Garage Beer was willing to pick up Goncalves’ bill, turning an otherwise routine NFL fine into a piece of brand promotion.Travis Kelce’s $200 million company finds another NFL connectionThe moment also highlighted how closely Garage Beer has become linked with NFL culture. The company, backed by Travis and Jason Kelce, recently completed its first institutional funding round at a reported valuation of around $200 million.For a brand built around a relaxed image and football-friendly humour, the Goncalves incident offered a natural opportunity to engage with fans. The company did not need a traditional advertisement. A few words on social media connected the brand directly to a viral football moment.Goncalves was not the only NFL player fined for a similar celebration. San Francisco 49ers fullback Kyle Juszczyk reportedly received a $14,926 penalty after mimicking a beer-drinking celebration following a touchdown against Miami. He has reportedly appealed the decision.The NFL's message to both players was clear:“Your imitation of chugging a beer constituted an offensive demonstration and could reasonably be construed as being in poor taste,”Whether Goncalves appeals his fine remains to be seen. For Garage Beer, however, the incident has already delivered an amusing NFL storyline and another moment of visibility for Kelce’s growing business portfolio.Stay updated with the latest Asian Games 2026 news, check the Asian Games medal tally and complete Asian Games schedule.Get the latest Sports News and Live updates. Download the TOI app.