Kraft Heinz Named NFL's Official Condiment Partner

The Kraft Heinz Company and the National Football League announced a five-year global partnership on Wednesday, marking the first time the NFL has named an official condiment partner. The deal, which begins with activations at the 2026 NFL Draft in Pittsburgh, Pennsylvania, will integrate Kraft Heinz brands into stadium experiences, marketing campaigns, and retail promotions worldwide.

Under the agreement, Kraft Heinz will provide visibility for its portfolio of products, including Heinz ketchup, Kraft Mac & Cheese, Velveeta, Philadelphia cream cheese, A.1. steak sauce, and others, during key football moments such as games, tailgates, and watch parties. The partnership includes co-branded marketing, limited-edition packaging, immersive retail displays, and exclusive fan events at NFL venues and international games. Pittsburgh holds special significance as the birthplace of the Heinz company in 1876, where founder Henry J. Heinz first introduced his signature catsup.

Todd Kaplan, chief marketing officer for North America at Kraft Heinz, described the collaboration as a natural extension of the company's role in game-day traditions. "Our portfolio of iconic brands are a regular...