Kraft Heinz has become the National Football League's inaugural official condiment partner, with company brands such as Heinz, Kraft, Velveeta, Philadelphia, Kraft Mac and Cheese, Primal Kitchen, and Classico gaining gameday visibility.
The five-year 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.
The partners said the deal spans stadium activations, social and retail programs, and will kick off in April with a citywide Draft Week activation in Pittsburgh, Pa., home base for Kraft Heinz.
Todd Kaplan, chief marketing officer at Kraft Heinz North America, said the partnership will help the company "scale, connect and amplify our seat at the table with our fans and customers."
Added Kaplan, "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.”
Tracie Rodburg, senior vice president of global partnerships for the league, said the partnership "is a win for the league and our fans.”
The NFL has 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 automaker Toyota as a sponsor in Spain.
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