Brand Collaborations Announced in March 2026
Sports & Food
1. Kraft Heinz × NFL
Announcement Date: March 18, 2026
| Spec | Details |
|---|---|
| Partners | The Kraft Heinz Company & National Football League (NFL) |
| Duration | 5-year global strategic partnership |
| Scope | Kraft Heinz becomes NFL’s first-ever global condiment partner |
| Brands Included | HEINZ, KRAFT, VELVEETA, PHILADELPHIA, KRAFT MAC & CHEESE, PRIMAL KITCHEN, CLASSICO, A1 |
| Key Activations | Super Bowl, NFL Kickoff, Thanksgiving games, international series games, 2026 NFL Draft in Pittsburgh |
| Strategic Focus | Premium stadium visibility, co-branded marketing, limited-edition packaging, immersive retail activations |
Notes: The partnership officially begins at the April 2026 NFL Draft in Pittsburgh (HEINZ’s birthplace). Kraft Heinz gains access to select international games as the NFL continues global expansion .
Technology & Sports
2. Lenovo × David Beckham
Announcement Date: March 31, 2026
| Spec | Details |
|---|---|
| Partner | Lenovo & David Beckham (global partnership) |
| Scope | Beckham joins as global brand ambassador and collaborator |
| Focus Areas | AI-driven solutions for sports performance, fan experiences, and business operations |
| Campaign Launch | May 2026 (one month before FIFA World Cup 2026) |
| Connection | Lenovo is Official Technology Partner of FIFA World Cup 2026™ and FIFA Women’s World Cup 2027™ |
Notes: Beckham will participate in Lenovo’s work on sports-focused AI solutions and feature in a global marketing campaign. The partnership emphasizes how AI-powered technology can transform both the game of football and business operations .
Fashion & Celebrity
3. Zara × John Galliano
Announcement Date: March 17, 2026
| Spec | Details |
|---|---|
| Partners | Zara (Inditex) & British designer John Galliano |
| Duration | 2-year artistic partnership |
| Creative Approach | Galliano will reconfigure pieces from Zara’s past collections into new designs |
| Launch Timeline | Collections unveiled each season starting September 2026 |
| Significance | Marks Galliano’s return to major fashion collaboration following his 2024 departure from Maison Margiela |
Notes: Galliano called the partnership “thrilling,” citing Zara’s massive platform and resources. The collaboration represents Zara’s continued push into elevated fashion partnerships .
4. Tommy Hilfiger × Travis Kelce
Announcement Date: March 30, 2026
| Spec | Details |
|---|---|
| Partners | Tommy Hilfiger & NFL star Travis Kelce |
| Role | Global brand ambassador and creative collaborator |
| Collection | One-season capsule collection launching fall 2026 |
| Design Focus | Sportswear with tailored pieces, incorporating Kelce’s bold use of color |
| Campaign | Filming in New York City in April; launch late August/September |
Notes: Kelce has long admired Tommy Hilfiger since high school. He previously launched his own lifestyle brand (Tru Kolors) and collaborated with American Eagle in 2025 .
Automotive & Entertainment
5. smart × Jessie J
Announcement Date: March 11, 2026
| Spec | Details |
|---|---|
| Partners | smart (premium electric car brand) & singer-songwriter Jessie J |
| Role | Jessie J joins as “friend of the brand” |
| Campaign | ”Change of Perspectives” — smart’s global brand campaign for 2026 |
| Featured Vehicle | smart #5 mid-size SUV (co-star alongside Jessie J) |
| Campaign Reach | Brand film shown during Jessie J’s China Tour (March 13–22); rollout across Instagram, Facebook, YouTube, Weibo, WeChat, Rednote |
Notes: The partnership coincides with Jessie J’s sixth studio album “Don’t Tease Me with a Good Time” (Nov 2025) and her 2026 global tour. Both smart and Jessie J are positioned as having evolved beyond their iconic pasts .
Fashion & Retail
6. TIME × Target
Announcement Date: March 10, 2026
| Spec | Details |
|---|---|
| Partners | TIME & Target |
| Role | Target named TIME’s inaugural design partner for 2026 |
| Events Covered | TIME Women of the Year Leadership Forum & Gala, TIME100 Creators, TIME100 Next, and the debut of TIME100 Sports (July 2026) |
| Scope | Target brings design expertise to enhance TIME’s flagship event experiences |
| Content | Dedicated digital hub on TIME.com with behind-the-scenes coverage of Target’s design activations |
Notes: This is the first-ever design partnership for TIME’s events portfolio. Target has a long history of designer collaborations (200+ over decades) and recently reimagined its SoHo store .
Television & Automotive
7. FOX × Toyota × Baywatch
Announcement Date: March 18, 2026
| Spec | Details |
|---|---|
| Partners | FOX Advertising, Toyota, and the reimagined “Baywatch” series |
| Scope | Season-long major brand sponsorship |
| Integration | Toyota Tacoma featured as the official Baywatch lifeguard vehicle (customized to reflect LA County lifeguard vehicles) |
| Additional Placement | Characters will drive various Toyota models as personal vehicles throughout the season |
| Series Premiere | 2026-27 season on FOX |
Notes: Toyota already supports lifeguards on many beaches with Tacoma vehicles. The series began shooting March 18 on Venice Beach and the FOX Studio Lot, starring Stephen Amell .
Gaming & Sports
8. KRAFTON India × CSK & KKR
Announcement Date: March 21, 2026
| Spec | Details |
|---|---|
| Partners | KRAFTON India, Chennai Super Kings (CSK), Kolkata Knight Riders (KKR) |
| Game | Battlegrounds Mobile India (BGMI) |
| Content | In-game locations, vehicle skins, franchise-themed outfits, and reward-based features for both teams |
| Launch | BGMI 4.3 update ahead of IPL 2026 season |
| Ad Films | Two films capturing fan culture for CSK and KKR respectively |
| Timing | Rolled out before BGIS 2026 Chennai |
Notes: The collaboration builds on KRAFTON India’s push to connect gaming with cricket audiences. The CSK film shows four BGMI players synchronizing through familiar match moments; the KKR film features the signature chant “Korbo, Lorbo, Jeetbo” .
Toys & Games
9. VR Distribution × Magilano
Announcement Date: March 19, 2026
| Spec | Details |
|---|---|
| Partners | VR Distribution & Magilano (games publisher) |
| Product | Skyjo card game |
| Availability | UK and Ireland from June 2026 |
| Significance | Skyjo is a globally successful card game designed by Alexander Bernhardt (2015), known for simple rules and strong replay value |
Notes: VR Distribution Managing Director Phil Jones noted Skyjo has been a family favorite for years. The partnership strengthens VR Distribution’s portfolio of accessible card and party games .
Summary Table: March 2026 Brand Collaborations
| Brand 1 | Brand 2 / Ambassador | Type | Announcement Date |
|---|---|---|---|
| Kraft Heinz | NFL | Sports Partnership | March 18, 2026 |
| Lenovo | David Beckham | Ambassador + AI Collaboration | March 31, 2026 |
| Zara | John Galliano | Artistic Partnership | March 17, 2026 |
| Tommy Hilfiger | Travis Kelce | Ambassador + Creative Collaboration | March 30, 2026 |
| smart | Jessie J | Brand Ambassador + Campaign | March 11, 2026 |
| TIME | Target | Design Partnership | March 10, 2026 |
| FOX / Baywatch | Toyota | TV Integration Sponsorship | March 18, 2026 |
| KRAFTON India | CSK & KKR (IPL) | In-Game Collaboration | March 21, 2026 |
| VR Distribution | Magilano | Distribution Partnership | March 19, 2026 |
Notes on March 2026 Brand Collaborations
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Sports-Focused Partnerships: March saw significant sports-related collaborations, with the NFL partnering with Kraft Heinz for a 5-year global deal, and Lenovo bringing on David Beckham as an ambassador ahead of the FIFA World Cup 2026 .
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Fashion Crossovers: Zara’s artistic partnership with John Galliano marks a major fashion collaboration, while Tommy Hilfiger tapped NFL star Travis Kelce as both ambassador and creative collaborator for a fall 2026 capsule collection .
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Entertainment Integrations: Toyota secured a season-long sponsorship of FOX’s “Baywatch” reboot, with the Tacoma featured as the official lifeguard vehicle—a natural fit given Toyota’s real-world lifeguard support .
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Gaming Meets Cricket: KRAFTON India brought IPL teams CSK and KKR into BGMI ahead of the 2026 season, with in-game content and ad films celebrating fan culture—a significant crossover between gaming and India’s most popular sport .
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Automotive & Music: smart partnered with Jessie J for its “Change of Perspectives” global campaign, featuring the smart #5 SUV alongside the singer during her China Tour and global campaign rollout .