The Kraft Heinz Company has teamed up with the NFL in a groundbreaking five-year partnership, marking the CPG marketer as the league’s first global condiment partner. This collaboration includes iconic brands such as Heinz, Kraft, Velveeta, and Philadelphia, all of which are integral to game day experiences like watch parties and away-from-home occasions.
The primary goal of the NFL pact is to drive retail growth and expand Kraft Heinz’s Away From Home food service business during key football viewing moments, such as the Super Bowl and Thanksgiving. The partnership will encompass stadium activations, social and retail initiatives, and will kick off with a citywide Draft Week activation in Pittsburgh, Pennsylvania, the birthplace of Heinz. This activation will involve Kraft Heinz establishing a targeted presence at popular restaurants and at the NFL Draft event itself.
Todd Kaplan, Chief Marketing Officer at Kraft Heinz North America, expressed excitement about the collaboration, stating, “The new partnership will help us scale, connect, and amplify our presence with fans and customers. We look forward to creating unforgettable and delicious game day moments for fans worldwide.”
A Transformative Move
The NFL partnership comes at a significant time for Kraft Heinz, as the company recently halted plans to divide its business into two entities. Additionally, Kraft Heinz intends to invest $600 million in marketing, sales, and research and development to drive profitability.
Despite a decline in organic net sales, Kraft Heinz is increasing its marketing investments, showcasing a commitment to growth. The collaboration with the NFL exemplifies the brand’s dedication to engaging with consumers in meaningful ways.
Ryan Djabbarah, Head of Sports and Entertainment Marketing at Kraft Heinz, emphasized the importance of football moments to consumers and the opportunity the partnership presents to connect with fans through innovative activations and product integrations.
The partnership with the NFL enables Kraft Heinz to align its brands with cultural moments, leveraging the league’s vast fan base to amplify marketing efforts and engage younger consumers. By tapping into the intersection of food, sports, and entertainment, Kraft Heinz aims to enhance fans’ game-day experiences on a global scale.