The Campbell’s Company has renewed and expanded its partnership with the National Football League (NFL), extending a relationship that began in 1997 and elevating the food company to the position of the league’s second-longest-running sponsor.
The renewed partnership will continue to centre on Campbell’s Chunky brand while expanding into the single-serve frozen meal category. The development comes as Campbell’s seeks to broaden Chunky beyond its traditional soup positioning and strengthen its relevance among consumers seeking convenient, substantial meal options.
As part of the expanded agreement, Campbell’s will promote its Chunky Frozen Bowls, which mark the brand’s entry into frozen meals. The range includes Chili Mac, Buffalo-Style Chicken Mac & Cheese and Philly Cheesesteak Mac & Cheese, with the company stating that the products contain between 20 and 28 grams of protein per serving.
Campbell’s will activate the partnership throughout the NFL season across major league moments, using its rights to connect Chunky with football fans and game-day consumption occasions.
The relationship has evolved considerably over nearly three decades, with Campbell’s previously leveraging NFL rights through player-led campaigns, including its long-running “Mama’s Boys” platform, as well as activations around events such as the NFL Draft and Kickoff. The partnership has also supported social-impact initiatives, including the Chunky Tackling Hunger programme launched in 1997.
Jill Pratt, Senior Vice President and Chief Marketing Officer at The Campbell’s Company, said, “Our nearly 30-year partnership with the NFL is rooted in a simple truth: great food has always been part of the game day experience. With Chunky Frozen Bowls, we’re giving fans another delicious and satisfying way to enjoy that tradition throughout the season.”
Tracie Rodburg, Senior Vice President of Global Sponsorship at the NFL, added, “Campbell’s has been a trusted partner for nearly three decades, with food that is a centrepiece of NFL gameday traditions. We’re excited to continue working with Campbell’s on an expanded lineup of fan favourites.”
The renewal comes ahead of the 2026 NFL season, which begins on September 10 when the Seattle Seahawks host the New England Patriots. The Seahawks enter the campaign as reigning Super Bowl champions after defeating the Patriots 29-13 in Super Bowl LX.
The 2026 season is expected to feature strong competition, with the defending champions joined among the leading contenders by teams such as the Philadelphia Eagles, Kansas City Chiefs, Buffalo Bills and Baltimore Ravens.
