A pie topped with tomato sauce is a match made in heaven, so it was only a matter of time before Collingwood teamed up with iconic brand Heinz in a new sponsorship deal.

Magpie fans were eager to support the partnership, queuing up at Friday's practice match against Melbourne to sample the sauce which was served in black-and-white bottles by the likes of Jeremy Howe.

The club’s supporters can look forward to a number of benefits sponsored by Heinz, including money-can’t-buy experiences as part of the “Upgrade to Heinz” platform.

A range of co-branded products will also be available for purchase at the Collingwood shop.

Collingwood chief Mark Anderson said the club was excited to be partnering with such a well-loved brand.

“With nearly 300 years of success between us, we are looking forward to a great year, both on and off the field,” Anderson said.

“Collingwood made it to the biggest stage in Australian sport last year and it is testament to this success that we continue to attract partners of the calibre of Heinz.”

Heinz’s Shalabh Atray said the partnership with Collingwood was a natural fit.

“As one of the world’s most iconic brands, Heinz has been part of consumers’ lives for 150 years. Meanwhile, Collingwood has enjoyed a proud and successful history over the past 127 years,” Atray said.

“There’s no better pairing than a pie and the footy. Naturally, a good squeeze of Heinz tomato ketchup on top makes it so much better!”

All footy fans will have the chance to enjoy the Heinz range this year with a variety of products available at Marvel Stadium.

Kraft Heinz Australia chief executive Simon Laroche with Collingwood chief executive Mark Anderson (Picture: Luke Henry)