Hellmann’s has officially signed a multiyear deal with the National Football League in Australia. The brand will team up with the NFL as an Official Sponsor in the market, as well as an Official Sponsor of the first-ever 2026 NFL Melbourne game to be played at the iconic Melbourne Cricket Ground (MCG).
“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,” said NFL Australia & New Zealand general manager Charlotte Offord.
“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.”
“Hellmann’s & the NFL are the perfect gameday pairing,” said Unilever’s Foods head of marketing & strategy Anne-Louise Lucchitti.
“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! We’re 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.”
The announcement is the latest in Hellmann’s push into the Australian market.
The BYO Bow is the first piece of work under Hellmann’s new localised brand platform, ‘Hell Yeah Hellmann’s’, which champions the idea of bringing unhinged enthusiasm and excitement to every dish.
Last week, the brand, via Thinkerbell, took Australia’s love of flavour to couture heights, after they unveiled the ‘BYO Bow’, the world’s first mayonnaise-dispensing bow tie, that helps Aussies wear their sauce obsession with pride.
The work, produced, developed and rolled out across social in partnership with Hogarth, is fronted by NRL superstar Kalyn Ponga, who swaps his boots for bow ties in a high-fashion shoot that blends elegance with irreverence.
The BYO Bow is the first piece of work under Hellmann’s new localised brand platform, ‘Hell Yeah Hellmann’s’, which champions the idea of bringing unhinged enthusiasm and excitement to every dish.
As part of the partnership, Hellmann’s will activate throughout Australia with bespoke Hellmann’s x NFL content, key sweepstakes for fans, product collaborations and activations across NFL events in-market.
The NFL is committed to investing in the development of the game year-round across the continent and across the Asia-Pacific region. The NFL opened its Australia and New Zealand office in 2022 on Australia’s Gold Coast, established an NFL Flag football program in 2022 and officially launched the NFL Academy APAC in 2024.
In 2026, for the first time, the NFL will play a regular-season game in Melbourne at the iconic MCG. Additional details around the game will be announced in the coming months.
