American football’s elite NFL has announced a global agreement with US-based multi-national conglomerate Kraft Heinz that will see some of the world’s most recognizable food brands marketed across the league.
The five-year agreement sees Kraft Heinz become the league’s inaugural official condiment partner, with the company’s brands, including Heinz, Kraft, Velveeta, Philadelphia, Kraft Mac and Cheese, Primal Kitchen, Classico, A1, and more, gaining stadium and gameday visibility.
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The partnership, which kicks off at the NFL Draft in April, also includes co-branded marketing opportunities, limited edition packaging, and immersive retail activations centered on the NFL’s key events, including the Super Bowl, the NFL kickoff, and Thanksgiving games.
Tracie Rodburg, NFL’s senior vice president of global partnerships, has 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.”
The deal comes shortly after Kraft Heinz paused its plans to split its business into two companies, with one focused on condiments and the second on grocery staples, while announcing plans to spend $600 million on marketing, sales, research, and development to boost profitability.
Todd Kaplan, chief marketing officer, North America at Kraft Heinz, commented: “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 agreement adds to the NFL’s recent commercial activity, most recently striking a multi-year extension to its long-standing partnership with insurance company Nationwide.
The league also expanded its partnership with consumer goods giant P&G, brought in Unilever-owned condiments brand Hellmann's as a new regional partner in Australia, and struck a deal with Japanese automotive heavyweight Toyota to sponsor the league’s presence in Spain.
