In a groundbreaking announcement on March 18, 2026, Kraft Heinz Co. (NASDAQ: KHC) revealed a five-year global strategic partnership with the National Football League (NFL), marking a historic milestone as the NFL's first-ever global condiment partner. This collaboration is poised to merge one of the most cherished food portfolios with the most-watched sports league in the United States, creating a unique synergy between food, sports, and culture.

2. Uniting Brands and Fans

The partnership will enable Kraft Heinz to showcase its iconic brands—such as HEINZ, KRAFT, VELVEETA, PHILADELPHIA, KRAFT MAC & CHEESE, PRIMAL KITCHEN, CLASSICO, and A1—directly to millions of NFL fans worldwide. Through integrated co-branded marketing initiatives, premium stadium visibility, and limited-edition packaging, Kraft Heinz aims to enhance the gameday experience. The initiative is expected to drive not only retail opportunities but also expand the company’s “Away From Home” food service presence during significant consumption occasions, including the Super Bowl, NFL Kickoff, and Thanksgiving.

3. Accelerating International Reach

This partnership also plays a pivotal role in the NFL’s ongoing international expansion strategy. Kraft Heinz will gain access to select overseas games, allowing the two entities to create exclusive fan experiences and memorable gameday celebrations centered around beloved food products. This integration of culinary delights with high-stakes sporting events is designed to deepen connections with fans around the globe.

4. Insights from Leadership

Todd Kaplan, Chief Marketing Officer, North America at Kraft Heinz, expressed enthusiasm about the partnership, stating, “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.” Kaplan emphasized that this collaboration will enhance the company's presence in-store and foster product innovation while nurturing deep engagement with consumers and their favorite teams.

On the NFL side, Tracie Rodburg, Senior Vice President of Global Partnerships, remarked, “Kraft Heinz is an iconic brand with products that are fixtures at kitchen tables, tailgates, and beyond.” She affirmed that the partnership, particularly its focus on global growth and flag football, is a win for both the league and its fans.

5. Kickoff at the NFL Draft

The partnership will officially launch in April during the NFL Draft in Pittsburgh, the birthplace of HEINZ. Fans can anticipate a series of surprises and delightful experiences throughout the Draft week, serving as an exciting introduction to this unique collaboration.

6. Looking Ahead

This partnership not only signifies Kraft Heinz’s commitment to meeting consumers at the intersection of food, sports, and entertainment but also reflects the company's broader ambition to participate in culturally relevant moments that resonate with fans. With the NFL being the number one sports property in the U.S., boasting over 200 million fans and significant appeal among Gen Z, Kraft Heinz is strategically positioned to tap into the cultural eating moments that matter most to this demographic.

As Kraft Heinz continues to innovate and expand its influence, this partnership with the NFL marks a promising chapter for the company, creating opportunities for engagement and growth in the ever-evolving landscape of food and entertainment.

Original press release