The Parmigiano Reggiano PDO Consortium has signed a multi-year sponsorship deal with the New York Jets, marking its first partnership with a US professional sports team in order to expand Italy’s “King of Cheeses” presence in its largest export market.
The tie-up will launch on September 7 at the Jets’ home opener against the Pittsburgh Steelers at MetLife Stadium. Fans will be offered dishes built around the cheese in exclusive dining areas, with the brand also gaining visibility on stadium screens and across promotional channels. Tasting events are planned during tailgates later in the season, alongside digital and outdoor campaigns in New York.
Nicola Bertinelli, president of the Consortium, said the US accounted for 22.5 per cent of Parmigiano Reggiano exports in 2024, equivalent to more than 16,000 tonnes. He described American football as a cultural “ritual” that could help the brand strengthen its connection with consumers. The Jets said the partnership would enhance their efforts to offer “world-class international cuisine” to fans.