June 20 – Hard on the heels of the host venues announcement for the 2026 World Cup in the US, Mexico and Canada, FIFA has unveiled US snack brand Frito-Lay as regional sponsor for the Qatar 2022 edition.
Frito-Lay North America is the third North American Regional Supporter for Qatar 2022 with the sponsorship giving the brand rights to use FIFA’s IP across its products, exposure at the event and access to tickets, as well as covering digital activations.
The rights cover 23 markets including the USA, Canada and Mexico, with the company saying it is aiming to reach more than 100 million households in the US with FIFA-branded products.
FIFA president Gianni Infantino, who was in New York for the 2026 venues announcement last week, said: “The growth in interest in football, or soccer, in the North American market is incredibly exciting, both for our overall vision of making football truly global and for future commercial growth potential.”
When the United 2026 World Cup bid pitched their tri-nation candidacy – not long after the FBI upturned FIFA with the scandals that saw more than 40 football officials indicted – the bidders knew their mark inside out promising projecting revenue of $14 billion and an $11 billion profit for FIFA.
That money flow is starting early with Infantino unsurprisingly and gushingly “thrilled to welcome a brand aligned with our values related to community engagement, and one that shares our excitement for what lies ahead for the world’s most popular sport.”
What lies ahead for Frito-Lay is a salty assault on football fans with its Lay’s, Doritos, Cheetos, Tostitos, Ruffles and Sabritas brands.
Steven Williams, CEO, Frito-Lay and Quaker North America, said: “Soccer has over four billion fans across the world and continues to grow in the US, so we feel this is a great time to build a strategic partnership together and ensure our products are always available every time a match is on TV or at a community’s local stadium.”
No value was given for the sponsorship.
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