NEW YORK: Frito-Lay North America (Frito-Lay) and FIFA have announced the continuation of their relationship, with Frito-Lay signing on as a North American Tournament Supporter and Official USA Snack of the upcoming FIFA Women’s World Cup Australia & New Zealand 2023, the company’s largest-ever investment in women’s sports.
“We are thrilled to be among the first Tournament Supporters in North America to announce our involvement with this year’s FIFA Women’s World Cup,” said Steven Williams, CEO, Frito-Lay and Quaker Foods North America. “As our snacks are known to bring people together for iconic moments in sports, we look forward to using our role in this momentous occasion in women’s sports to support the athletes and fans
alike.”
Frito-Lay made history last year as the first salty-snack brand collaboration in FIFA and FIFA World Cup history during the FIFA World Cup 2022. Now, Frito-Lay brands Lay’s, Doritos and Cheetos will offer FIFA Women’s World Cup-branded packaging just in time for the tournament. Cracker Jack will also feature FIFA Women’s World-Cup branded packaging through its limited-edition Cracker Jill packaging, which was created to celebrate women who break down barriers in sports and support women in sports. The programme also includes Tostitos, Ruffles and PopCorners, as well as Quaker hot breakfast cereals, Quaker grain-based cereal bars, Quaker rice snacks and Gamesa cookies and crackers. Frito-Lay have the rights to activate both across North America and in the host countries.
“FIFA is delighted to welcome Frito-Lay as a Tournament Supporter for the FIFA Women’s World Cup Australia & New Zealand 2023 – a tournament that promises to drive the women’s game to all new highs,” said Romy Gai, FIFA’s Chief Business Officer.
“Frito-Lay’s commitment to empowering young football fans aligns perfectly with our mission of promoting the sport globally, and it’s vast experience at major sporting events will enhance the tournament experience for fans. Together, we can drive both awareness and participation to enhance women’s football for all.”
The FIFA Women’s World Cup Australia & New Zealand will take place from 20 July through 20 August.
