NFL star Jason Kelce was spotted on live TV screaming in delight while celebrating brother Travis' touchdown for the Kansas City Chiefs.
The Philadelphia Eagles star was watching from a box at the HIghmark Stadium as his sibling took on the Buffalo Bills in the divisional round of the playoffs.
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He was joined by Travis' pop superstar girlfriend Taylor Swift, his own wife Kylie and a number of celebrities watching on at a freezing Orchard Park.
As Travis' snagged Patrick Mahomes pass towards the end of the first-half, the CBS cameras switched up to what Jason was doing in the stands.
And he left fans in hysterics, topless while shouting in celebration with a beer in his hand and showing off a large amount of chest hair.
TV viewers reacted with delight at the scenes, calling him a "legend" for supporting his brother despite his own playoff disappointment.
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Even commentator Jim Nantz made reference to the incident, saying on the broadcast "and his brother says right on, that's Jason".
One viewers said: "He’s a national treasure!"
Another commented: "No playoff moment will top this."
Another joked: "You make not like it, but that is what peak male performance looks like."
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And one added: "That's the GOAT there."
Jason was in the box with Swift amid rumors of an "awkward relationship" between the pair and his wife Kylie.
The Eagles center is in the midst of contemplating retirement after 13 seasons in the league.
His team lost to the Tampa Bay Buccaneers in the first stages of the playoffs earlier this month.
And Jason could be seen visibly upset on the sidelines towards the end of that match-up.
Following the game, there were claims he told teammates in the locker room that he was hanging up his cleats.
He also hinted at retirement during an emotional segment with Travis on their New Heights podcast.
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