In 2025, Avocados From Mexico (AFM) is once again banking on Americans’ love of football in its marketing efforts.

“We know that there is a strong association between guacamole and football,” said Stephanie Bazan, senior vice president of commercial strategy and execution for AFM.

There are more than 1,900 football viewing occasions across the entire football season, when you include college, the NFL, the bowl games the College Football Playoffs and NFL playoffs and, of course, the Super Bowl.

“That’s 1,900 occasions to consume guacamole at get-togethers,” Bazan said. “And we know that the football viewership is also projected to increase in the coming years, so football represents a great opportunity to grow consumption.”

The College Football Playoffs are an outstanding example. They fall, Bazan said, during a period when Mexico is the leading avocado supplier in the market.

The association’s programming during this season’s playoffs encompassed various shopper and trade elements for grocery including branded packaging, displays, and consumers savings offers.

For the Super Bowl, meanwhile, AFM’s efforts centered around NFL icon Rob Gronkowski.

As part of its partnership with “Gronk,” AFM supplied retailers with in-store displays that featured him getting ready for game day with his favorite “Gronkamole” recipe featuring buffalo sauce.

Life-sized standees, branded packaging and promotional displays with the guac-loving, Buffalo, N.Y. native showed consumers that no matter their guac style, it’s Always a Good Bowl with Gronk.

“AFM’s football shopper and trade promotions have generated excitement with our retail partners as they want to capitalize on sales around each of these football viewing occasions,” Bazan said. “The various elements that we’ve developed drive traffic to stores and engage with shoppers, ultimately helping drive basket ring.”

After the Super Bowl, AFM and its supplier partners will gear up for Cinco de Mayo.

In 2025, the association has planned in-store promotions that include branded packaging, thematic displays, and more, Bazan said.