Jams Has Become The Official Peanut Butter & Jelly Sandwich Of The NFLPA

Jams has officially been named the Official Peanut Butter and Jelly Sandwich of the NFL Players Association (NFLPA), replacing Uncrustables in one of the most recognizable food partnerships in professional football.

The agreement gives Jams official NFLPA licensing rights and positions the brand directly in front of professional athletes through league-related activations and partnerships. The company has quickly gained attention for its take on the classic peanut butter and jelly sandwich, offering a product designed as a cleaner-label alternative to traditional frozen PB&J options.

The partnership comes as Jams continues to build momentum through athlete involvement and visibility across the sports world. The brand has been associated with several current and former NFL players, helping fuel its rapid growth within the better-for-you food category.

For years, Uncrustables became synonymous with NFL locker rooms, training facilities, and team travel. By securing the NFLPA partnership, Jams is stepping into a position that has historically carried significant visibility among both athletes and fans.

Financial terms of the agreement were not disclosed.

The NFLPA partnership provides Jams with a level of exposure that few emerging food brands receive.

Replacing a product that became deeply embedded in NFL culture gives the company immediate credibility and visibility, while also reinforcing the growing demand for convenient, protein-friendly, and athlete-focused food options.

Athlete-focused food brands continue to attract attention as consumers increasingly look to professional sports for nutrition inspiration.

Partnerships with player associations and sports organizations are becoming valuable growth tools, allowing emerging brands to build awareness quickly while strengthening their connection to performance and wellness.