Hellmann’s Signs Multiyear Deal as Official NFL Sponsor in Australia

The National Football League (NFL) has secured a multiyear sponsorship agreement with Hellmann’s, the world’s leading mayonnaise brand, positioning the brand as an Official Sponsor of the league in Australia.

The landmark partnership coincides with the NFL’s aggressive expansion into the Australian market and names Hellmann’s as an Official Sponsor of the historic 2026 NFL Melbourne game, set to be played at the iconic Melbourne Cricket Ground (MCG). This will be the first-ever regular-season NFL game hosted in Australia.

Underscoring the strategic value of the deal, NFL Australia & New Zealand general manager, Charlotte Offord, said: “Australia is a significant growth market for the league, and this partnership will bring creative, exciting experiences to our more than 7.5 million fans throughout the region in the seasons ahead.” 

Championing the natural brand alignment, Unilever’s Foods head of marketing & strategy, Anne-Louise Lucchitti, added: “Hellmann’s & the NFL are the perfect gameday pairing.”

“Hellmann’s is all about making the ordinary, extraordinary and elevating the gameday experience is something we are experts in,” she said. 

Hellmann’s, a brand globally synonymous with elevating gameday food culture, will leverage the sponsorship to enhance the fan experience.

The brand’s activation strategy will focus on delivering once-in-a-lifetime experiences for Australian fans, including:

• Inspiring recipes and content for the perfect gameday spread.
• Key fan sweepstakes with chances to win trips to the Playoffs and Super Bowl LX.
• Bespoke Hellmann’s x NFL content and in-market event activations.

The partnership arrives as the NFL continues to invest heavily in its regional presence, having established its Australia and New Zealand office in 2022 and launched the NFL Academy APAC in 2024 to foster local talent and grow the grassroots programme through NFL Flag football.

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