June 1 – FIFA has signed renewed another regional sponsor for the 2023 Women’s World Cup with Frito-Lay North America (Frito-Lay) agreeing a deal as a North American Tournament Supporter and Official USA Snack.
The deal will see FIFA Women’s World Cup branded packaging for Lay’s, Doritos, Cheetos and Cracker Jill products in what the company says is its largest-ever investment in women’s sports.
Frito-Lay has built its sport marketing commitment around celebrating fandom “by continuing to align with culturally relevant moments to bring smiles to more consumers on more occasions.”
Increasing “opportunities for more players at all levels regardless of background, gender or ability” has also been central to the marketing activation.
“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,” said Romy Gai, FIFA’s Chief Business Officer.
Frito-Lay was the first ‘salty-snack brand’ in the newly opened category for the 2022 World Cup.
“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.”
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