Hellmann’s NBA collaboration boosts squeeze-bottle mayonnaise sales in Brazil

Hellmann’s has reported increased sales and brand engagement in Brazil following a multi-year collaboration with the National Basketball Association (NBA). The partnership has focused on promoting the brand’s flavoured mayonnaise products in squeeze-bottle formats, targeting younger consumers and basketball fans.

Brazil is home to an estimated 57 million NBA followers, and the collaboration has aligned Hellmann’s marketing activity with major moments in the basketball calendar. According to the company, this approach has contributed to a significant rise in flavoured mayonnaise sales over the past three years, alongside strengthened positioning within the category.

Hellmann’s states that sales volumes of its flavoured squeeze-bottle mayonnaise range have increased eightfold during the period of the partnership, with the brand securing a leading position in the flavoured mayonnaise segment. The collaboration has also coincided with the emergence of a new seasonal sales peak.

Traditionally, mayonnaise consumption in Brazil has been highest during end-of-year celebrations. However, since the introduction of NBA-linked activations, Hellmann’s reports increased demand during the second quarter of the year, particularly around the NBA Finals. During the 2025 Finals period, the company recorded a 227% increase in Amazon sales compared with typical levels.

The NBA league fuels an incredible fandom audience in the country, and this collaboration has placed the Hellmann’s brand in the NBA pop culture spotlight, creating a genuine connection with a key consumption occasion.

Carolina Riotto, Director of Marketing for Brazil.

The collaboration reflects a broader strategy to connect branded food products with cultural and sporting events, using licensed partnerships to support product differentiation and consumer engagement in competitive categories.