Kraft Heinz joins NFL as global condiment partner

The Kraft Heinz Company and the National Football League have agreed to a five-year global strategic partnership that connects a major food portfolio with one of the most widely viewed sports leagues in the United States.

The agreement designates Kraft Heinz as the NFL’s first global condiment partner, opening access to stadium visibility, co-branded campaigns, and retail activations aimed at engaging fans across multiple markets.

Expanding brand presence across gameday moments

The partnership will integrate Kraft Heinz products into key points of the football calendar, including the Super Bowl, season kickoff, and Thanksgiving games. The company aims to strengthen its retail footprint and foodservice presence during high-demand consumption occasions.

Its portfolio, which includes brands such as Heinz, Kraft, Velveeta, and Philadelphia, will feature prominently in campaigns tied to these events.

Global reach and retail activation strategy

The collaboration supports the NFL’s international growth by incorporating Kraft Heinz into selected overseas games. The companies plan to deliver fan experiences and retail programs that connect food products with live sports environments.

These activations are designed to align with broader consumer engagement strategies that link food, entertainment, and live events.

Marketing focus on cultural engagement

Todd Kaplan, Chief Marketing Officer, North America, Kraft Heinz: "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."

The partnership reflects Kraft Heinz’s strategy to align with cultural moments where food and entertainment intersect, particularly within sports environments that attract large and diverse audiences.

Partnership to launch at NFL Draft

Tracie Rodburg, Senior Vice President of Global Partnerships, NFL: "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."

The agreement will begin in April at the NFL Draft in Pittsburgh, where initial activations will take place. The location reflects the heritage of the Heinz brand, which originated in the city.

www.kraftheinzcompany.com

www.nfl.com

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