Jason Kelce is expanding his post-NFL playbook—and this time, it involves hot sauce.
The former Philadelphia Eagles center has made a strategic equity investment in Hank Sauce, a New Jersey–based hot sauce company with deep Jersey Shore roots.
The partnership is facilitated through Kelce’s private family office, Winnie Capital, and aims to expand the brand's national footprint while introducing more consumers to its flavor-first approach.
Founded in 2011, Hank Sauce began as a college experiment built around a recipe created by chef Brian “Hank” Ruxton.
What started in a garage quickly turned into something bigger, with early batches hand-bottled at the brand’s flagship restaurant before eventually scaling into a 10,000-square-foot manufacturing facility in Millville, New Jersey. Today, Hank Sauce is stocked in more than 5,000 stores nationwide.
Kelce says the partnership was an easy decision because it’s rooted in authenticity, not hype. “I’m a longtime fan and consumer of Hank Sauce products,” he said. “I’ve gotten to know the people who built the brand and see the awesomeness that exudes from behind and within its bottles… I couldn’t jump on board fast enough.”
That familiarity isn’t accidental. Kelce owns a home in Sea Isle City and has been a regular at the Hank Sauce restaurant on Landis Avenue. According to co-founder Matt Pittaluga, the connection started organically. “We knew he was a fan of the sauce,” Pittaluga said to Philly Voice. “They were using it up at the Eagles’ NovaCare Complex for the kitchen. We figured, ‘What the hell?’ Let’s throw it out there as a Hail Mary.’”
Unlike many hot sauces built around extreme heat, Hank Sauce carved out its lane by appealing to people who didn’t necessarily love hot sauce at all. “Trying Hank’s recipe in college completely changed my mind about hot sauce,” Pittaluga explained. “We realized there was a real opportunity for mild sauces that enhance food instead of overpowering it.”
Kelce’s involvement goes beyond a financial stake. As part of the deal, he’ll collaborate with the brand on original content and broader strategy, helping to build awareness as Hank Sauce expands into grocery stores and restaurants nationwide.
Since retiring after the 2023 NFL season, Kelce has remained active in media work, brand partnerships, and investments.