By Jayson Henderson

The Kansas City Chiefs announced a partnership with Cheez-It as the snack brand launched in Germany this August. Cheez-It is now available in over 40,000 locations across the country, including supermarkets, gas stations, and vending machines.

The agreement makes Cheez-It the official salty snack of the Chiefs in Germany, with activations planned around the NFL’s 2025 Germany Game in Berlin. Marketing will include TV, digital, in-store promotions, large-scale sampling, and an NFL ticket sweepstakes.

“This partnership is a great way to share an American tradition with fans in Germany,” said Kellen Begnoche, Chiefs Vice President of Partnership Strategy. Andreas Billker of Kellanova added that the collaboration aims to bring game-day spirit to new audiences.

The partnership is part of Kellanova’s €16 million brand campaign in the DACH region.