'Big Cheese' Steps Up To Sponsor The New York Jets
Parmigiano Reggiano Got That Team Sponsorship Money
It doesn’t happen often, but there are times when a breaking sports story sounds absolutely bonkers. And well, when I first heard about this, I didn’t know what to think. Parmigiano Reggiano Consortium announced this week that it’s now in a multi-year deal with the New York Jets of the National Football League. If you think I’m making this up, here’s the copy from the press release, verbatim:
The New York Jets and Parmigiano Reggiano, a globally recognized icon of Italian food and culture, have kicked off a multi-year strategic partnership for the 2025 NFL season, marking the Italian cheese consortium's first-ever sponsorship with a U.S. professional sports team. Fans can expect authentic culinary integrations throughout MetLife Stadium in addition to a dedicated marketing plan…The landmark sponsorship is Parmigiano Reggiano's first with a professional sports team in the United States, marking a pivotal step in the brand's expansion into the US market. - PR Newswire
Okay, some background. Anybody who’s ever walked outside of a Buca di Beppo knows what Parmesan cheese is. You put it on pizza. You put it on pasta. You avoid the stuff in the green can because you heard it contains wood pulp or cotton lint. But Parmigiano Reggio? That’s the real deal. That’s the stuff that’s protected by law (much like how “champagne” and “bourbon” are protected names for the region of their origin). It’s the Rolls-Royce of that sort of cheese if you will, and of course, with that comes a fierce need to protect the brand. (If you’re interested, you can read up on the cheese wars they are having with Kraft Foods here.) And while I’m not one to tell anyone how to spend their money, I’m just a bit confused. Of all of the sports teams in the United States, you are sponsoring…the New York Jets?
A team that has elevated the art form of mediocrity? A team so bad, local sports broadcaster Mike Francesa went into a 7-minute long RANT about how awful that organization was back in 2014?
A team that hasn’t won a Super Bowl since Super Bowl THREE? (We’re up to 60 Super Bowls, y’all!)
The Dallas Cowboys are NFL’s most valuable franchise, The Philadelphia Eagles have the biggest number of Italian and Italian-American fans, The Green Bay Packers have a fanbase that’s literally called the Cheese Heads. But the Jets get the fancy diary collab? Why?!
Here’s the thing, though. It’s not like the fine folks at Parmigiano Reggiano are clueless about sports. Remember when they sponsored gymnast Giorgia Villa throughout the 2024 Summer Olympics in Paris, France? If you hadn’t, you were missing out. It made for some the most intriguing branded photoshoot in recent memory:
But Ms. Villa was seen by billions worldwide. The Jets are typically seen by thousands of people who have a healthy relationship with disappointment, living in Long Island. The whole situation astounds me.
Villa won silver in Paris, by the way.
As the press release goes the partnership between Parmigiano Reggiano and ‘Gang Green’ goes a bit deeper than just cash. The cheese will be featured in dishes, there will be “Say Cheese” cams at game, prize giveaways (I’m hoping for wheel of cheese to take home, myself). But here’s the kicker, no pun intended:
"Parmigiano Reggiano has always championed athletes and sport, and we are delighted to take to the field alongside an American football legend like the New York Jets, who share our core values of excellence and commitment to greatness," states Parmigiano Reggiano Consortium President Nicola Bertinelli.
Excellence?! I dare you to Google the “Butt Fumble.” But you know, this isn’t even the oddest food collab of the week. New York-based ice cream company Van Leeuwen announced that in celebration of their collaboration with Carnival Cruise Lines, they are releasing a sunscreen-flavored ice cream:
You know what? The cheese doesn’t even sound too bad right now.