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Kraft Heinz Becomes NFL's First Global Condiment Partner

3/19/2026

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Summary

Story summary

Kraft Heinz has secured a five-year agreement to become the NFL's first global condiment partner, starting in April at the NFL Draft in Pittsburgh.
The deal includes Heinz, Kraft, and Velveeta and aims to boost fan engagement through co-branded marketing and retail events.
It follows Kraft Heinz's pause on splitting the business amid declining sales and is expected to lift its visibility among the NFL's 200 million fans.

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Story summary

Kraft Heinz has secured a five-year agreement to become the NFL's first global condiment partner, starting in April at the NFL Draft in Pittsburgh.
The deal includes Heinz, Kraft, and Velveeta and aims to boost fan engagement through co-branded marketing and retail events.
It follows Kraft Heinz's pause on splitting the business amid declining sales and is expected to lift its visibility among the NFL's 200 million fans.