Kraft Heinz has signed a five-year global agreement with the National Football League, becoming the league’s first-ever condiment partner.
The deal, announced on 18 March, links one of the world’s largest food portfolios with the most-watched sports league in the US, creating new retail, foodservice and brand activation opportunities.
The partnership will officially begin at the 2026 NFL Draft in Pittsburgh.
Global reach and retail activation
The agreement gives Kraft Heinz Company access to major NFL moments, including the Super Bowl, Kickoff and Thanksgiving games.
Brands such as Heinz, Kraft, Velveeta and Philadelphia will be integrated into stadium experiences, retail promotions and co-branded campaigns.
The company plans to roll out:
Limited-edition packaging linked to NFL events
In-store activations tied to game-day consumption
Expanded “away from home” foodservice presence in stadiums and venues
The partnership also includes access to selected international NFL games, supporting global brand visibility.
Focus on fan engagement and consumption occasions
Kraft Heinz is targeting high-frequency eating occasions tied to sports viewing, particularly across younger audiences.
The NFL remains the leading sports property in the US, with more than 200 million fans and strong engagement among Gen Z consumers.
The agreement is designed to position Kraft Heinz products at key consumption moments, including tailgating, at-home viewing and live stadium events.
International expansion strategy
The collaboration aligns with the NFL’s ongoing international growth strategy.
By combining food brands with global sports events, both organisations aim to strengthen engagement beyond the US market.
The first activation will take place during Draft week, where Heinz will lead fan-focused experiences in Pittsburgh.
