NASHVILLE, Tenn., Nashville-based JAMS PB&J has announced a partnership with NFL Players Inc., the licensing and marketing arm of the NFL Players Association (NFLPA), to create the first PB&J developed hand-in-hand with active NFL players. The collaborative line arrives in retailers nationwide this summer, joining JAMS’ existing lineup at Walmart and Target.
The partnership is centered around active player input. JAMS is committed to meet with players from every team and is inviting any active NFL player to contribute their feedback on flavors, ingredients, and packaging. The goal is to create a final lineup that doesn’t just carry players’ names; it reflects how they actually eat, fuel, and prepare. Active players can reach JAMS through NFL Players Inc.
Caleb Williams, quarterback for the Chicago Bears, said, “I am excited to partner with Jams alongside 888 Midas. I’ve always been very intentional about how I fuel my body and we’re proud to invest in a modern take on my favorite childhood classic. It’s important to fuel your body to perform at your best and being part of what Jams is creating to enjoy an on-the-go snack that you can feel good about, is a perfect fit. We knew we wanted to be part of what the team is building.”
“This isn’t a logo deal,” said Connor Blakley, Founder of JAMS. “I always thought my involvement with the NFLPA would be as a player, not an official partner. Now even having the chance to be within 5 feet of Baker Mayfield is a dream come true.”
Through the partnership, NFL Players Inc. is granting JAMS full licensed access to NFL player names, images, and likenesses for packaging, retail, digital, and advertising, along with official NFLPA branding and trademarks on product and all marketing.
“PB&J products have become a staple in locker rooms and a trusted on the go fuel source for many NFL players,” said Ben Ruiz, NFL Players Inc. VP of Consumer Products. “With JAMS, we saw an opportunity to help bring a product to market that’s built for performance at the highest level, while also creating something athletes, families, and fans of all ages can enjoy.”
“We started Jams before we knew 80,000 PB&Js were being eaten across the league every year. When that number came out, it validated everything. Now we get to build the product that players have always wanted, directly with them,” said Jams co-founder Josh Franko.
Additional retail partners and product details will be announced ahead of the summer release.
About JAMS
Created in 2025 by Nashville based consumer products house Dropout Companies, Jams is a modern reinvention of the classic peanut butter and jelly sandwich – upgraded with ingredients that are designed for today’s active lifestyles. JAMS delivers 10 grams of protein per sandwich with no seed oils or high-fructose corn syrup. Backed by a roster of top athletes and cultural tastemakers, Jams is redefining snack time with a craveable option that meets the moment. For more information, visit getjams.com or follow @jams on all social platform
