The Hellmann’s–NBA collaboration has tapped into the power of Brazil’s more than 57 million NBA fans with a sports-to-sales strategy that’s delivering growth, brand premiumisation and Gen Z brand engagement for Hellmann’s winning line-up of flavoured, squeeze-bottle mayos. Here we look at what is powering this success story.

Hellmann’s Brazil has seen an eight-fold increase in volume and a 12-fold increase in value of flavoured squeeze mayonnaise sales during its three-year brand collaboration with the NBA

Hellmann’s was ranked tenth overall in the 2025 ‘Brands that Conquered Brazil’ report

The NBA tournament has become a new high season for Hellmann’s, with Amazon sales rising 227% during the NBA Finals activations

What happens when Hellmann’s – the world’s No.1 mayonnaise brand[a] – teams up with the NBA, the world’s biggest basketball league?

An eight-fold rise in flavoured mayo squeeze-bottle volume sales,[b] brand leadership secured in the flavoured mayo category[c] and the creation of a new high sales season for Hellmann’s[d] are some of the wins the collaboration has landed over the last three years.

But numbers are just the start of this success story.

Becoming an integral part of the NBA season has provided Hellmann’s not only with an unmissable showcase for its trends-led, flavoured mayos but also with a valuable opportunity to connect authentically with Brazil’s powerful basketball community.

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