Hellmann’s NBA partnership drives growth in Brazil

Hellmann’s has reported significant growth in Brazil following its multi-year collaboration with the NBA, combining cultural engagement with commercial impact.

Over three years, the partnership has delivered an eight-fold increase in flavoured mayo squeeze-bottle volume sales, strengthened the brand’s leadership in the flavoured mayo category, and established a new high-sales season for the brand.

The collaboration positions Hellmann’s as an integral part of the NBA season, providing visibility during headline sports and pop culture events and facilitating authentic engagement with Brazil’s basketball community.

Building affinity with younger consumers

Rodrigo Visentini, General Manager, Foods Brazil: "According to NBA data, approximately 60 percent of NBA fans are between 18 and 39 years old. Participating in headline-grabbing NBA sports, pop culture and entertainment events is showcasing Hellmann’s cultural brand relevance and making it more attractive to younger Gen Z consumers."

Boteco Hellmann’s, a series of immersive brand events held in São Paulo and Porto Alegre, combined live game broadcasts, celebrity DJs, games and tastings. Of the 2,700 attendees, 88 percent reported increased affinity with Hellmann’s, while the event achieved a Net Promoter Score of 94, reflecting high satisfaction, loyalty and likelihood of recommendation.

Long-term brand impact and social amplification

The consumer engagement extended to social media, with thousands of organic posts praising the events. Market research continues to reflect high positive sentiment, with Hellmann’s ranking tenth in the ‘Brands that Conquered Brazil’ report in 2025.

Scaling cultural engagement into commercial growth

Carolina Riotto, Director of Marketing for Brazil, Food Brazil: "Food is an essential part of the experience for sports like basketball that are primarily watched on TV at home in Brazil. The NBA league fuels an incredible fandom audience in the country, and this collaboration has placed the Hellmann’s brand in the NBA pop culture spotlight, creating a genuine connection with a key consumption occasion."

Hellmann’s has leveraged social-first campaigns, creator collaborations and promotional tie-ins to convert engagement into sales. In 2025, over 170 content creators worked on NBA-focused content. Each of the eight flavoured squeeze-bottle variants was aligned with an NBA team to create culturally relevant messaging and packaging appeal.

Commercial outcomes and new seasonality

The integrated campaign has driven a 12-fold increase in flavoured mayo squeeze-bottle sales and created a new consumption season beyond Brazil’s traditional end-of-year peak. Amazon sales rose 227 percent during the NBA Finals activations in 2025.

Carolina Riotto: "By becoming an integral part of the NBA watching-from-the-sofa experience and connecting emotionally with younger fans, Hellmann’s has become a partner in their experience, securing brand trust and long-term equity."

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