KANSAS CITY, Mo. – The Kansas City Chiefs today announced a new partnership with Cheez-It, now the official salty snack of the Chiefs in Germany.

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 – making the two a natural fit.

"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."

Andreas Billker, Senior Marketing Activation Manager Salty Snacks for Kellanova adds: "Cheez-It is more than just a snack – 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."

This partnership is part of Kellanova's largest brand campaign in recent years, backed by a €16 million investment in the DACH region. Core elements of the activation include:

• A broad media campaign across CTV, OOH, linear TV, YouTube, social media, audio, and display
• "Try for Free" promotions on-pack and at the point of sale
• In-store promotions and consumer activations, highlighted by an NFL ticket sweepstakes tied to the Chiefs partnership
• Large-scale sampling programs at the point of sale

The collaboration will come to life with joint activations around the NFL's 2025 Germany Game in Berlin.