The Kraft Heinz Company and the NFL announced a five-year deal that makes the CPG marketer the league’s first global condiment partner, per details shared with Marketing Dive. The sponsorship agreement includes Heinz, Kraft, Velveeta, Philadelphia and other brands that play a role in game day consumer experiences, such as watch parties, as well as away-from-home occasions.
The NFL pact is aimed at driving incremental retail opportunities and expanding Kraft Heinz’s Away From Home food service business around key moments for football viewing, including the Super Bowl and Thanksgiving. It spans stadium activations, social and retail programs, and will kick off in April with a citywide Draft Week activation in Pittsburgh, Pennsylvania, where Heinz was founded. The Pittsburgh play will see Kraft Heinz have a targeted presence at popular restaurants along with at the NFL Draft itself.
“The new partnership will help us scale, connect and amplify our seat at the table with our fans and customers,” said Todd Kaplan, chief marketing officer at Kraft Heinz North America, in a statement. “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.”
A pivotal moment
The NFL tie-up comes as Kraft Heinz recently paused plans to split up its business into two companies, with one focused on condiments and the other on grocery staples. The marketer also announced plans to spend $600 million on marketing, sales, research and development as it attempts to return to profitability.
Kraft Heinz saw organic net sales decrease 3.4% for the full year in 2025, and has projected declines between 1.5% and 3.5% for 2026. The company is increasing its marketing investments to approximately 5.5% of net sales, up from 4.9% in 2025, said Andre Maciel, executive vice president and global CFO at Kraft Heinz, during the Consumer Analyst Group of New York Conference last month. Working more closely with the NFL indicates how increased marketing activity could come to life.
“Football moments matter to our consumer, so this partnership allows us to integrate even more and meet our fans where they are,” said Ryan Djabbarah, head of sports and entertainment marketing at Kraft Heinz, in emailed comments. “Whether they see a branded end cap at store, a limited-edition product with their favorite player, or enjoy Heinz ketchup on their hot dog at the stadium, this partnership allows us to be there and help keep Kraft Heinz products top of mind.”
The partnership helps Kraft Heinz meet imperatives around being closer to culture that marketers, especially legacy CPG ones, have faced for years. For its part, Kraft Heinz brands have embraced musical collaborations, new brand characters and novelty campaigns, among other tactics, to engage younger consumers. The NFL’s more than 200 million fans in the U.S. and popularity with Gen Z supercharges those efforts.
“Kraft Heinz has a broader ambition to meet consumers wherever culture is happening; primarily at the intersection of food, sports, and entertainment,” Djabbarah said. “Our partnership with the NFL unlocks new ways to integrate our products into fans’ game-day moments worldwide.”
