Heinz and Inter Milan: A Tasty Partnership Blending Football and Fan Engagement

In April 2022, Inter Milan welcomed Heinz — the globally recognized food company — as its Official Sauce Partner, marking the brand’s debut in the football and entertainment sectors. The partnership spans two seasons and reflects Heinz’s ambition to connect with a broader, emotionally engaged audience.

Through this collaboration, Heinz enhances its presence within San Siro Stadium, showcasing its products via LED advertising boards and hospitality activations. Matchday guests and VIP visitors can enjoy exclusive Heinz tastings and explore the brand’s culinary identity in the heart of Italian football.

A Shared Focus on Passion, Community and Taste

From the outset, both brands emphasized shared values — community, emotion, and the celebration of everyday moments. As Francesco Meschieri, Head of Marketing Italy at Heinz, noted:

“Football is about emotion, unity, and shared experiences — just like food. Our goal is to become part of these moments, guiding consumers toward finding the perfect match with Heinz sauces.”

The partnership is part of Heinz’s strategy to extend beyond the supermarket shelf and establish relevance in lifestyle spaces where people gather — including football stadiums.

Partnership Extended Through 2024/25 Season

In August 2023, the two parties confirmed an extension of the agreement through the 2024/25 campaign. The renewal is a testament to the success of the and its reception among fans. Over the first 18 months, Inter and Heinz delivered fan-focused activations at sporting events and culinary experiences around the club.

Heinz will continue to feature:

• On digital pitchside advertising during Inter’s Serie A and Coppa Italia home fixtures.
• In hospitality lounges, where guests will be invited to take part in curated tastings.
• At official club events through co-branded catering experiences.

The integration of Heinz into Inter’s matchday experience reinforces the idea that football is not just about the game — it’s about the community and the experience that surrounds it.

Lifestyle Meets Loyalty – Culinary Sponsorship in Football

This partnership exemplifies a growing trend in football marketing: lifestyle brands engaging with fanbases on an emotional level. Inter fans — passionate and diverse — represent an ideal audience for Heinz’s family-friendly, taste-driven brand positioning.

Through activations such as stadium tastings, VIP catering, and emotional storytelling, Heinz builds awareness and affinity while enhancing the matchday atmosphere.

“We want to stand beside people’s passions. Whether it’s a match-winning goal or sharing a snack with friends, Heinz is there for the moment,” said Meschieri. “Inter helps us bring that to life.”

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