KRAFT HEINZ COMPANY has announced a five-year global strategic partnership with the National Football League (NFL), bringing together one of the world’s most recognised food portfolios with the most-watched sports league in the United States.
As the NFL’s global condiment partner, Kraft Heinz will introduce its portfolio of household brands to millions of fans worldwide. The collaboration will deliver premium stadium and gameday visibility, integrated co-branded marketing initiatives, limited-edition packaging, and immersive retail activations aimed at engaging sports fans across multiple markets.
The partnership will feature a range of well-known Kraft Heinz brands, including Heinz, Kraft, Velveeta, Philadelphia Cream Cheese, Kraft Mac & Cheese, Primal Kitchen, Classico, and A.1. Sauce, among others. These products will be integrated into some of football’s most culturally significant moments, including the Super Bowl, NFL Kickoff Game, and Thanksgiving matchups.
The partnership will also support the NFL’s ongoing international expansion, with Kraft Heinz gaining access to select overseas games. Together, the organisations plan to deliver exclusive fan experiences and gameday celebrations centred around food and football.
The collaboration will officially begin in April during the 2026 NFL Draft, which will take place in Pittsburgh, the birthplace of Heinz. As part of the first activation, Heinz will engage fans with surprise experiences and activations throughout Draft week, per the media release.
Kraft Heinz chief marketing officer, North America Todd Kaplan said, “We couldn’t be more excited to kick off this breakthrough partnership with the NFL, as our portfolio of iconic brands are a regular part of the gameday experience that brings people together. The new partnership will help us scale, connect and amplify our seat at the table with our fans and customers. From stronger in-store presence and product innovation to deep and meaningful engagement with our consumers and their favorite teams, we look forward to working with the NFL to create unforgettable and delicious gameday moments for fans all around the world.”
NFL senior vice president of global partnerships Tracie Rodburg added, “Kraft Heinz is an iconic brand with products that are fixtures at kitchen tables, tailgates and beyond. This partnership, including its focus on global growth and flag football, is a win for the league and our fans.”
