Kraft Heinz products on a football field with stadium lights and confetti.
In a strategic play to enhance fan engagement, the National Football League (NFL) has teamed up with the Kraft Heinz Company in a first-of-its-kind, five-year global partnership. This move marks the NFL’s inaugural foray into the condiment category, bringing Kraft Heinz’s extensive portfolio of food brands directly to the heart of game day experiences.
The agreement encompasses premium visibility within stadiums, integrated co-branding marketing initiatives, and exclusive limited-edition packaging across Kraft Heinz products. Football fans can also anticipate immersive retail activations designed to deepen their connection with the sport and the brands they love.
Kraft Heinz’s diverse range of products, including Heinz, Kraft Velvet, Philadelphia, Kraft Mac & Cheese, Primal Kitchen, Classico, and A1, will be prominently featured during key moments throughout the football season. Todd Kaplan, Chief Marketing Officer, North America at Kraft Heinz, emphasized the company’s enthusiasm for the partnership, stating that it will “scale, connect and amplify our seat at the table with our fans and customers.”
For the NFL, this collaboration extends its reach into international markets, with Kraft Heinz gaining access to select overseas games. The partnership aims to create exclusive fan experiences and gameday celebrations centered around Kraft Heinz’s food offerings.
Tracie Rodburg, NFL Senior Vice President of Global Partnerships, highlighted the significance of the deal, noting Kraft Heinz’s iconic status and the partnership’s focus on global growth and flag football. The first major NFL event to showcase this partnership will be the 2026 NFL Draft in Pittsburgh, the birthplace of Heinz.
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