Kraft Heinz 'relishes' five-year condiment partnership deal with NFL

• Kraft Heinz will become the NFL's first-ever global condiment partner.
• The five-year agreement officially begins at the NFL Draft in Pittsburgh from April 23-25.
• The global partnership includes plans for fan experiences and gameday celebrations in the U.S. and abroad.

When the NFL Draft comes to Pittsburgh on April 23-25, the event will also launch the start of a five-year global partnership between the National Football League and The Kraft Heinz Co., making the legendary Pittsburgh brand the NFL's first-ever global condiment partner.

"As the NFL's first-ever global condiment partner, Kraft Heinz will bring its iconic portfolio of household brands to millions of fans across the globe. The partnership will unlock premium stadium and gameday visibility, integrated co-branded marketing and limited-edition packaging and immersive retail activations designed to connect with millions of sports fans around the world," according to a March 18 Kraft Heinz announcement about the agreement.

The partnership officially begins with the NFL Draft and in the birthplace of the Heinz brand, where "Heinz will be surprising and delighting fans in unexpected ways throughout Draft week," the announcement said.

The agreement also gives Kraft Heinz access to select overseas games and offers NFL fans more opportunities to celebrate with their favorite Kraft Heinz products.

"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," said Todd Kaplan, Kraft Heinz chief marketing officer for North America, according to the company's announcement.

"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."