Heinz - recently repurposed its iconic "57" symbol to claim the NFL Draft's 57th selection as a marketing moment, turning that pick into a branded advantage that could change a rookie's early career visibility and commercial prospects.
- In short: The 57th overall draftee will be crowned "Mr. 57," gifted a personalized red jacket, a lifetime supply of Heinz ketchup and access to early commercial opportunities.
Why this matters now
Heinz tied a century-old trademark—dating to 1896 and Henry J. Heinz's "57" lucky-combination—to the modern spectacle of the NFL Draft, staking a claim on a mid-draft moment that usually receives little fanfare. The move elevates pick No. 57 into a media-ready slot and gives the selected athlete immediate branding leverage. See the NFL Draft overview for the draft's structure and how the 57th pick sits within the second round.
To amplify reach, the company enlisted Devin Hester—himself the 57th pick in the 2006 draft—to front promotional content, linking historical resonance with contemporary celebrity.
"The chosen player will receive a personalized red jacket with the title, in addition to a lifelong supply of the brand's ketchup and the possibility to sign a commercial partnership at the start of their professional career."
Context and expected impact
The campaign extends beyond a single giveaway: consumers in the U.S. will get up to $25 off on Uber Eats at participating restaurants after the 57th pick is announced, and Pittsburgh receives prominent outdoor placements from the airport to Acrisure Stadium during the event. For rookies, such an activation can translate into immediate name recognition and early sponsorship momentum—valuable in a league where off-field deals often follow public visibility.
For Heinz, the stunt reclaims an old emblem for a live sports moment, marrying nostalgia and activation to create earned media during one of the NFL calendar's most-watched events.
What do you think? Will branding moments like this change which rookies attract early sponsorships? For more details, check out our specialized section.