Kraft Heinz becomes NFL's first global condiment partner in 5-year deal

The Kraft Heinz Company (NASDAQ: KHC) and the National Football League announced a five-year global strategic partnership, making Kraft Heinz the NFL's first global condiment partner.

The partnership will provide Kraft Heinz with stadium and gameday visibility, co-branded marketing opportunities, and limited-edition packaging. The company's brands including Heinz, Kraft, Velveeta, Philadelphia, Kraft Mac & Cheese, Primal Kitchen, Classico, and A1 will be featured during major NFL events including the Super Bowl, NFL Kickoff, and Thanksgiving games.

The agreement also supports the NFL's international expansion efforts, giving Kraft Heinz access to select overseas games. The partnership aims to deliver fan experiences and gameday celebrations centered around food products.

"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, Chief Marketing Officer, North America at Kraft Heinz.

NFL Senior Vice President of Global Partnerships Tracie Rodburg stated, "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 partnership will begin in April at the NFL Draft in Pittsburgh. Heinz will conduct activations throughout Draft week as the first implementation of the agreement.

Kraft Heinz reported 2025 net sales of approximately $25 billion, according to the company statement.

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