Kraft Heinz and the National Football League have announced a five‑year global partnership, pairing over 20 of the world’s most recognisable food brands with the most-watched sports league in the US.
Officially starting in April at the NFL Draft – which is taking place in Heinz’s birthplace, Pittsburgh – Kraft Heinz will become the NFL’s first-ever global condiment partner. This is hot on the heels of Kraft Heinz’s recent news to pause its separation and instead invest $600M back into the business and its brands.
The partnership will unlock premium stadium and gameday visibility for Kraft Heinz’s brands – like HEINZ, KRAFT, VELVEETA, PHILADELPHIA, KRAFT MAC & CHEESE, PRIMAL KITCHEN, CLASSICO, A1 and more – as well as integrated co-branded marketing opportunities, limited-edition packaging, and immersive retail activations.
“By uniting one of the most recognisable food portfolios with the most-watched sports league in the US, we're creating a powerhouse partnership that will drive engagement, build brand loyalty, and fuel growth,” says Ryan Djabbarah, head of sports and entertainment marketing at Kraft Heinz, speaking will LBB. “The deal grants us access to the NFL's official marks, players and 32 teams, providing opportunities at scale for brand activation and consumer connection.”
He adds, “This partnership will help us scale, connect and amplify our seat at the table with our fans and customers… creating unforgettable experiences that drive engagement and conversion. By showing up in the moments that matter most – from the thrill of gameday to the everyday moments of fandom – we'll meet fans where their passion is highest, converting that enthusiasm into tangible purchase behaviour.”
After “more than a year of strategic planning and collaboration” Ryan shares that the first activation in the partnership will involve HEINZ surprising fans in unexpected ways throughout Draft week.
However, as multiple brands are part of the deal, he confirms that there isn’t one overarching creative strategy across the portfolio. “Each brand will execute its own creative campaign around moments that matter most to our consumers,” says Ryan, “like the Super Bowl, NFL Draft, NFL Kickoff and more.”
Kraft Heinz will leverage these pivotal moments of the season to expand its ‘Away from Home’ food service presence, as well as deliver exclusive fan experiences both in the States and around select overseas games.
“This partnership advances our broader ambition to meet consumers wherever culture is happening – at the intersection of food, sports and entertainment,” he continues. “At Kraft Heinz, we’ve been on a journey to revitalise our portfolio by finding organic ways to connect our brands and products to culture. The NFL, with its massive reach and cultural significance, represents the perfect catalyst for our next phase of growth.
“We’re not just expanding our marketing channels, we’re embedding our brands into the fabric of American sports culture, creating a deeper emotional connection to drive long-term loyalty.”
In a press statement announcing the partnership, the NFL’s senior vice president of global partnerships, Tracie Rodburg, said, “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.”