The Heinz company will play a special role in this year’s NFL Draft. For the first time in history, there will be a “Mr. 57” who will receive ketchup for life.

The 2026 NFL Draft is just around the corner and this year there will be a very special pick.

The Kraft Heinz Company has announced that it will honor the 57th pick and start a new tradition.

An official statement reads: “Heinz is ushering in a new tradition on Draft Day in its hometown of Pittsburgh. As a tribute to the legendary “57” that has been emblazoned on bottles for 157 years, HEINZ is making the 57th pick a very special moment. We present: ‘Mr. 57’.”

Heinz has chosen a special 57th pick from the past as its advertising face. Hall of Famer Devin Hester, who was selected at the position by the Chicago Bears in 2006.

NFL Draft 2026: Ketchup flood for second-round pick

And how could it be otherwise, the Bears also own the 57th pick in this year’s draft. The selected player can look forward to a lifetime supply of Heinz ketchup.

He will also receive a custom-made “Mr. 57” jacket in red. In addition, the player will be offered a deal that will further support him beyond the draft day gifts and lifetime supply of ketchup.

NFL Draft 2026: Major advertising campaign to crown the first “Mr. 57”

However, the deal between the NFL and Heinz goes even further. As soon as the 57th pick is made in the second round, “fans can unlock a $25 discount on their Uber Eats order at select restaurants* across the country,” the press release continues.

In addition, Heinz will color its entire hometown red during draft week. From the airport to the stadium, there will be billboards of the traditional brand in Pittsburgh.

There will also be sauce stations with photo motifs and fan merchandise throughout the city for all traveling fans. Everything to draw attention to “the coronation of the very first ”Mr. 57″.