• by Sarah Mahoney , Yesterday

With between 500,000 and 700,000 fans expected to descend on Pittsburgh for the 2026 NFL Draft weekend, brands are hoping to make the most of one of football's biggest rituals. Heinz, born in Pittsburgh and deeply rooted in the Steel City, is bound to get plenty of love for its new "Mr. 57" effort, turning the year's 57th pick into a brand moment of its own. Heinz, the official condiment of the NFL, is paying homage to the "57" that has graced its bottles for 157 years.

It's also teaming up with NFL legend and former 57th Draft pick Devin Hester -- the only NFL player to ever return the opening kick of a Super Bowl for a touchdown -- as the inaugural "Mr. 57." This year's 57th pick will receive a custom "Mr. 57" jacket, a lifetime supply of Heinz Ketchup and the opportunity to partner with Heinz, cementing their place in a new kind of Draft legacy.

This is the first activation of Kraft Heinz's newly minted partnership with the NFL, and Heinz wants everyone in town to see it. The brand's citywide takeover includes more than 150 billboards from Pittsburgh International Airport to hotspots near Acrisure Stadium, capped by a barge presence on the river.

At Taste of Pittsburgh at Draft Experience, fans can step into the world of Heinz with sauce stations stocked with a variety of condiments, photo moments and merch. The campaign is also moving well beyond Pennsylvania: when the 57th pick is on the clock, fans everywhere will be able to unlock $25 off their Uber Eats order from select restaurants.

Meanwhile, other brands — not to mention Pittsburgh itself — have been bracing for the Draft blitz since winning the bid in 2024. Millions are expected to watch live on NFL Network, NFL+, ESPN, ESPN2, and ESPN Deportes.

Under the "PicksBURGH" banner, the city has been putting its best cleat forward with a full slate of Bud Light Draft Week programming — including a music crawl and a sweeping effort to turn Pittsburgh's famously diverse neighborhoods into a vibrant, walkable festival. Events kicked off with a ribbon cutting in Market Square, which has been undergoing extensive renovation, and expand to more than a dozen music venues throughout the city. Fans can expect live entertainment, interactive experiences, and a Steelers-themed bar, with activations ranging from Pittsburgh miniature golf and live blacksmithing demonstrations to prizes, games and can't-miss selfie stations.

Pittsburgh — and its colorful Yinzers — are already enjoying a moment of peak popularity, thanks to "The Pitt," Max's wildly popular hospital drama. This weekend's events are aimed to deepen that love affair.

American Express is a major player, presenting the Draft Theater, Main Stage and Draft Experience on the North Shore, with an additional footprint at Point State Park. Topps plans to host programming on the field at Acrisure Stadium to celebrate card collectors. Dick's Sporting Goods, also headquartered in Pittsburgh, is hosting multiday programming at one of its area House of Sport locations.

U.S. Steel rounds out the hometown contingent, partnering with NFL Films, the Pittsburgh Steelers and VisitPittsburgh on "The Football Town,” the first-ever immersive format documentary produced by NFL Films, running exclusively at the Kamin Science Center.