Heinz ketchup is taking over the condiment stand as the exclusive topping for concessions at Acrisure Stadium.
The same will apply across the NFL after a five-year agreement announced Wednesday named Kraft Heinz Co. as the league’s first-ever official condiment partner.
The deal is expected to drive fan engagement with co-branded marketing, limited-edition packaging and immersive retail events.
A dollar value for the sponsorship was not released.
The partnership kicks off in April during the NFL Draft, which takes place in Pittsburgh — just a few miles from the birthplace of Heinz in Sharpsburg.
“The new partnership will help us scale, connect and amplify our seat at the table with our fans and customers,” Todd Kaplan, chief marketing officer for Kraft Heinz North America, said in a release.
“We look forward to working with the NFL to create unforgettable and delicious gameday moments for fans all around the world.”
The sponsorship includes Heinz, Kraft, Velveeta, Philadelphia, Classico, A1 and other brands, and will position Kraft Heinz with premium stadium and gameday visibility and at select overseas football games.
The announcement comes on the heels of postponed plans for Kraft Heinz to split its roughly 200 brands into one firm focused on high-performing sauces and spreads and another made up of less lucrative labels. New CEO Steve Cahillane announced in February that the spin-off plans were on hold.
Kraft Heinz took a $4.7 billion operating loss last year, compared to a $1.7 billion operating gain in 2024. Sales fell by 3.5% last year as international growth failed to make up for declining consumer interest in North America.
The partnership with the NFL will put Kraft Heinz in the spotlight of the league’s 200 million fans across the globe. It’s expected to drive the company’s retail opportunities and expand the “Away from Home” food service presence.
With the NFL ranked as the top sport among Gen Z, the partnership gives Kraft Heinz access to “cultural eating moments.”
“Kraft Heinz is an iconic brand with products that are fixtures at kitchen tables, tailgates and beyond,” NFL Senior Vice President of Global Partnerships Tracie Rodburg said in a release. “This partnership, including its focus on global growth and flag football, is a win for the league and our fans.”