KANSAS CITY, Mo. \u2013 The Kansas City Chiefs today announced a new partnership with Cheez-It, now the official salty snack of the Chiefs in Germany.<\/p>\n
Cheez-It, a fan favorite in the United States for more than a century, officially launched in Germany in August 2025 and is now available in more than 40,000 locations nationwide, including supermarkets, gas stations, and vending machines. Like the Chiefs, Cheez-It stands for excitement, entertainment, and loyal fans \u2013 making the two a natural fit.<\/p>\n
“Cheez-It is one of America’s most beloved snack brands, and this partnership is a great way to share that tradition with fans in Germany,” said Kellen Begnoche, Chiefs Vice President of Partnership Strategy. “With Cheez-It making its debut, we’re thrilled to give fans another way to experience the thrill and flavor of NFL game day.”<\/p>\n
Andreas Billker, Senior Marketing Activation Manager Salty Snacks for Kellanova adds: “Cheez-It is more than just a snack \u2013 it’s a cultural icon with deep roots in American fandom. Partnering with the Kansas City Chiefs, one of the most iconic franchises in American sports, is a natural fit for us. As we expand into Germany, we’re excited to bring the energy, passion and game-day spirit of both our brands to a whole new fanbase.”<\/p>\n
This partnership is part of Kellanova’s largest brand campaign in recent years, backed by a \u20ac16 million investment in the DACH region. Core elements of the activation include:<\/p>\n
A broad media campaign across CTV, OOH, linear TV, YouTube, social media, audio, and display
\n“Try for Free” promotions on-pack and at the point of sale
\nIn-store promotions and consumer activations, highlighted by an NFL ticket sweepstakes tied to the Chiefs partnership
\nLarge-scale sampling programs at the point of sale<\/p>\n
The collaboration will come to life with joint activations around the NFL’s 2025 Germany Game in Berlin.<\/p>\n","protected":false},"excerpt":{"rendered":"KANSAS CITY, Mo. \u2013 The Kansas City Chiefs today announced a new partnership with Cheez-It, now the official…\n","protected":false},"author":2,"featured_media":321894,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2063],"tags":[501,346,7,497,118,110,2438,2437,6,498,499,505,503,502,504,500],"class_list":{"0":"post-333272","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-kansas-city-chiefs","8":"tag-andy-reid","9":"tag-chiefs","10":"tag-football","11":"tag-geha-field-at-arrowhead-stadium","12":"tag-kansas-city","13":"tag-kansas-city-chiefs","14":"tag-kansascity","15":"tag-kansascitychiefs","16":"tag-nfl","17":"tag-nfl-football","18":"tag-patrick-mahomes","19":"tag-super-bowl","20":"tag-super-bowl-iv","21":"tag-super-bowl-liv","22":"tag-super-bowl-lvii","23":"tag-travis-kelce"},"share_on_mastodon":{"url":"https:\/\/channels.im\/@nfl\/115129559775637662","error":""},"_links":{"self":[{"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/posts\/333272","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/comments?post=333272"}],"version-history":[{"count":0,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/posts\/333272\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/media\/321894"}],"wp:attachment":[{"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/media?parent=333272"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/categories?post=333272"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/tags?post=333272"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}