Hellmann’s has signed a multiyear partnership with the National Football League in Australia, becoming an Official Sponsor as the league rapidly expands its presence in the region.
The deal also includes sponsorship of the historic 2026 NFL Melbourne game, set to be played at the MCG the first regular-season NFL game ever held in Australia.
NFL says the partnership reflects Australia’s importance to the league
NFL Australia & New Zealand General Manager Charlotte Offord said the deal marks another step in expanding the league’s footprint.
“We’re thrilled to partner with Hellmann’s in Australia as we continue to grow the league across the country, and look ahead to our first-ever regular season NFL game in Melbourne next year,” 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.”
With the league investing in development programs, NFL Flag football, and the recently launched NFL Academy APAC, the partnership arrives at a pivotal moment in the NFL’s regional growth strategy.
Hellmann’s sets its sights on elevating gameday experiences
Unilever’s Foods Head of Marketing & Strategy Anne-Louise Lucchitti said the alignment between the two brands is a natural one.
“Hellmann’s & the NFL are the perfect gameday pairing,” she said.
“Hellmann’s is all about making the ordinary, extraordinary and elevating the gameday experience is something we are experts in. Through this partnership we are giving fans more reasons to celebrate: from inspiring recipes for the perfect gameday spread to chances to win once in a lifetime experiences, including trips to the Playoffs and Super Bowl LX!”
She added that Hellmann’s is “looking forward to being part of the NFL’s journey here in Australia over the coming years and bringing out the best for those gameday memories.”
As part of the partnership, Hellmann’s will develop Hellmann’s x NFL content, run sweepstakes for fans, create collaborative products and activate across NFL events nationwide.
The activity will continue through to the 2026 Melbourne game, where demand is expected to be high as Australian fans experience a regular-season NFL fixture on home soil for the first time.