Heinz scores five-year sauce deal across NSW stadiums

Heinz has signed a five-year partnership covering four major Venues NSW precincts, securing exclusive condiment rights across several of the state’s biggest sporting and entertainment venues.

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The agreement makes Heinz the official condiments partner of Accor Stadium, CommBank Stadium, McDonald Jones Stadium, and the WIN Stadium and WIN Entertainment Centre precinct.

Heinz expands its stadium presence

Heinz Tomato Ketchup will be available from food outlets across the venues. The partnership will also introduce branded fan activations over the coming months.

The agreement builds on Heinz’s three-year partnership with Melbourne’s Marvel Stadium. That collaboration produced Australia’s first Heinz Hub, an interactive fan space featuring ketchup on tap, a Heinz plushie vending machine and displays linked to AFL teams and stadium food.

Andrea Payne, Head of Taste Elevation Marketing at Heinz Australia, said the NSW partnership would extend the brand’s presence within Australian sport.

“There’s no better way to watch the game than with Heinz and this five-year partnership with four major venues in NSW cements our status in Australian sporting culture. Keep your eyes peeled for a Heinz Hub popping up near you!” Payne said.

Major events across the venue network

The partnership will cover a calendar of sporting events and concerts scheduled across the venues. These include:

• Chelsea FC versus Tottenham Hotspur in the Sydney Super Cup
• The NRL and NRLW Grand Finals and the Bledisloe Cup
• The Rugby League World Cup and AUSX Supercross Championship Grand Final
• Monster Jam and the Harlem Globetrotters

The venues are also set to host concerts from Harry Styles, Robbie Williams, Guns N’ Roses and Foo Fighters.

Matt Hart, General Manager, Commercial, at Venues NSW, said the deal would add another branded element to the event-day experience.

“We are so excited to have secured a new ‘sauce’ of happiness for fans across the network. This is a great partnership that will add even more flavour to the fan experience on event days,” Hart said.

Heinz said further activations connected to the partnership would be announced in the coming months.