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Heinz signs up with NFL’s UK arm

Multinational confectionary, food and beverage company Heinz has entered into a partnership with the UK division of the NFL American football league.

Terms of the agreement were not disclosed, but it was confirmed that the firm’s Heinz Yellow Mustard brand will serve as the NFL’s official mustard sponsor in the UK.

Heinz Yellow Mustard will be made available to fans attending games at the NFL International Series, during which a number of regular-season league matches are played at venues in London, England.

In addition, Heinz will contribute over £400,000 (€442,600/$519,600) to the NFL’s ‘Ultimate Playbook’ social media campaign, which offers fans in the UK the chance to win a trip to this year’s Super Bowl, the league’s end-of-season showpiece event.