With the 2026 NFL Draft now officially wrapped and teams transitioning to signing undrafted free agents, I would like to draw attention to a headline that may have flown under the radar amid the selections, trades, and extracurriculars throughout the weekend. Ahead of this year’s draft, Heinz, the famed condiment company headquartered in Pittsburgh, Pennsylvania, announced a new draft tradition with the help of former Chicago Bears’ 2006 second-round pick, Devin Hester.
Heinz, commonly recognized for its iconic 57 label on all of its products, along with Hester, the 57th overall pick in the 06’ draft, introduced a new partnership opportunity for this year’s and future selections made with the 57th pick in the second round. Now introducing, “Mr. 57.”
The company shared that the player selected 57th overall in this year’s class would not only get the indescribable honor of joining the National Football League, but would also receive a lifetime supply of Heinz Ketchup, a customized jacket, and an opportunity to work in some capacity with the business. The distinguished title of “Mr. 57” was given for the first time after Logan Jones, a center from the University of Iowa, was drafted by the Chicago Bears.
I don’t know about you, but I absolutely love the play here by Heinz and the NFL. Even without making a huge advertising deal out of it or making obnoxious allusions to the nickname, they managed a uniquely fun perk for a talented player. In the new college sports world of NIL, this had me thinking about what future brand deals or opportunities could look like if other brands were to follow suit. Here are just a few:
Who doesn’t love ice cream, folks? Well, I suppose maybe those who are lactose intolerant, but I digress. The sweet treat company has brick-and-mortar locations in nearly every U.S. state and would have ample opportunity to hook up the 31st overall selection in the draft. The Baskin-Robbins logo, which features a hidden “31” within it, was designed with its original 31 flavors in mind. The idea was to give customers a different flavor option for every day of the month. Although the number of flavors has since ballooned to over 1,400, the logo remains as a small piece of the brand’s history and identity.
After Phil Simms first declared, “I’m going to Disney World!” following his Super Bowl XXI victory with the New York Giants in 1987, it has become tradition for Super Bowl winners to visit the world-renowned theme parks and state their intended destination postgame. How cool would it be for another famous recreational outlet to give the sixth overall pick in the draft a similar opportunity? Picture it… You just heard your name called, received your commemorative jersey, and shook hands with the commissioner, wrapping up your draft interview on the side stage, when you’re asked, “You were just drafted sixth overall to the *insert team here*! Where are you going now?” The response? “I’m going to Six Flags!” A family vacation for the draftee and his loved ones would be the perfect way to celebrate the ceremonial occasion.
Need I say more? Now, I know what you’re thinking. No, there are not 711 players drafted each year. That would really do the nickname “Mr. Irrelevant” justice, though. However, this deal could just as easily go to the 11th player taken in the seventh round of the NFL draft. Why? It matches the name and would be a cool, random opportunity for a player who gets chosen in the final round. In addition to getting drafted and earning the right to play professional football, here is a gas card, free slurpees for a year, and a custom wrapped helmet with vibrant green and orange tints. How awesome would that be?
What do you think about Heinz’s move to start a new draft tradition? Should this be something other brands jump on the wagon for? What other deals do you think could be beneficial to the players in the draft classes? Let us know in the comments below!