The Kraft Heinz Co. and the National Football League have announced a five-year global strategic partnership, making Kraft Heinz the league’s first global condiment partner.
The deal brings a broad portfolio of Kraft Heinz brands – including Heinz, Kraft, Velveeta, Philadelphia, Kraft Mac & Cheese, Primal Kitchen, Classico and A1 – into the center of the NFL’s highest-profile moments.
The partnership unlocks premium stadium and gameday visibility, integrated co-branded marketing, limited-edition packaging and immersive retail activations designed to reach millions of fans worldwide.
“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,” said Todd Kaplan, CMO, North America at Kraft Heinz.
“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 deal is structured to create incremental retail opportunities and expand Kraft Heinz’s Away From Home foodservice business around key football viewing occasions, including the Super Bowl, NFL Kickoff and Thanksgiving. It also supports the NFL’s international expansion, with Kraft Heinz gaining access to select overseas games.
[RELATED: Kraft Heinz Names Amaya President, North America]
“Kraft Heinz is an iconic brand with products that are fixtures at kitchen tables, tailgates and beyond,” said Tracie Rodburg, SVP of global partnerships at the NFL. “This partnership, including its focus on global growth and flag football, is a win for the league and our fans.”
The partnership officially launches in April at the 2026 NFL Draft in Pittsburgh – the birthplace of Heinz. As the first activation under the deal, Heinz plans to engage fans throughout Draft week.
For grocery retailers, the partnership signals a sustained wave of co-branded marketing, limited-edition packaging and in-store activation tied to the NFL calendar over the next five seasons. With the NFL ranked as the No. 1 sports property in the U.S. with more than 200 million fans and the most popular sports league among Gen Z, the deal gives Kraft Heinz a direct line to the cultural eating moments that drive purchase behavior — from tailgates and watch parties to weeknight dinners during football season.
With the first activation set for Draft week in Pittsburgh, retailers should expect co-branded displays and limited-edition packaging tied to the NFL calendar to begin hitting shelves this spring.