Time To Catch Up: NFL Five-Year Pact Names Kraft Heinz First Condiment Partner
Wednesday, March 18, 2026 at 05:10PM By Barry Janoff
UPDATED April 24, 2026: Logan Jones center from Iowa, was selected by the Chicago Bears with the No. 57 pick in the second round of the 2026 NFL Draft. As such, the first member of the Mr. 57 Club — as introduced by Football Hall of Famer and No. 57 Draft oink in 2006 Devdin Hester — will receive several rewards from Kraft Heinz, including a lifetime supply of Heinz ketchup.
“I love it! I'll take as much as I can get,” Jones said during an interview following his selection. “Let’s go, ketchup!"
At the NFL Draft in Pittsburgh, Hester wore a ketchup-red sports jacket with a lining illustrated with Heinz ketchup bottles.
March 18, 2026: Labelling it a “breakthrough partnership,” the NFL has signed a five-year alliance naming the Kraft Heinz Co. as its first global partner in the condiment category.
The partnership will officially begin in April at the NFL Draft in Pittsburgh, hosted by the Steelers and the city in which Heinz was founded.
Financial terms were not shared.
According to the NFL and Kraft Heinz, “The partnership will unlock premium stadium and game-day visibility, integrated co-branded marketing and limited-edition packaging and immersive retail activations designed to connect with millions of sports fans around the world.”
The partnership encompasses a range of Kraft Heinz brands, including Heinz, Kraft, Velvetta, Philadelphia, Kraft Mac & Cheese, Primal Kitchen and Classico.
Beginning with the 2026 season, Kraft Heinz will have a presence at such jewel events as Kickoff, NFL Thanksgiving and Super Bowl, intended to “drive incremental retail opportunities and expand ‘Away From Home’ food service presence during high impact consumption occasions”
The partnership also “accelerates the NFL’s continued international expansion,” with Kraft Heinz gaining access to select overseas games.
“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 game day experience that brings people together,” Todd Kaplan, CMO North America-Kraft Heinz, said via the company.
“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.”
Kraft also has an alliance with the NHL.
"The new partnership will help us scale, connect and amplify our seat at the table with our fans and customers."
Heinz previously held naming rights to the Pittsburgh Steelers stadium from 2001-2021. The stadium is now officially known as Acrisure Stadium.
“Kraft Heinz is an iconic brand with products that are fixtures at kitchen tables, tailgates and beyond,” Tracie Rodburg, NFL svp-global partnerships, said via the league
“This partnership, including its focus on global growth and flag football, is a win for the league and our fans.”
Kraft Foods Group merged with H.J. Heinz Company in 2015 in a deal valued at $60 billion.
This past September, Kraft Heinz said it planned to split into two companies, one focused on condiments and the other on grocery staples, is expected to be completed in the second half of 2026.
Back to Home Page