The Kraft Heinz Company has announced a five-year global strategic partnership with the National Football League, marking its debut as the league’s first-ever global condiment partner. This collaboration brings together one of the world’s most iconic food portfolios with the most-watched sports league in the United States.
Through this partnership, Kraft Heinz will integrate its wide range of brands-including Heinz, Kraft, Velveeta, Philadelphia, and Kraft Mac & Cheese-into the heart of football culture. Fans can expect enhanced stadium presence, co-branded campaigns, limited-edition packaging, and immersive retail activations designed around key NFL moments such as the Super Bowl, Kickoff, and Thanksgiving games.
The deal aims to strengthen Kraft Heinz’s footprint across both retail and “away-from-home” consumption occasions, positioning its products as staples of the gameday experience. It also aligns with the NFL’s global expansion strategy, offering Kraft Heinz visibility during select international games and opportunities to engage fans worldwide.
Todd Kaplan, CMO at Kraft Heinz North America, highlighted the brand’s ambition to deepen its connection with consumers through culturally relevant moments. Meanwhile, the NFL emphasised the partnership’s role in enhancing fan engagement and supporting initiatives like flag football.
The collaboration will officially kick off at the 2026 NFL Draft in Pittsburgh-Heinz’s birthplace-where the brand plans to surprise fans with unique on-ground activations. Overall, the partnership reflects a growing convergence of food, sports, and entertainment, tapping into shared experiences that bring fans together globally.
