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Frito-Lay has extended its partnership with Fifa to become a North American tournament supporter and official USA snack of the 2023 Women’s World Cup.
Contract:
- Frito-Lay brands, including Lay’s, Doritos, Cheetos and Cracker Jack, will feature Fifa Women’s World Cup-branded packaging
- Agreement marks Frito-Lay’s largest-ever investment in women’s sports
Context:
Frito-Lay partnered with Fifa for the men’s 2022 World Cup and its latest pact with soccer’s global governing body sees it join brands such as Visa, Unilever and McDonald’s already onboard for this summer’s Women’s World Cup in Australia and New Zealand.
Comment:
“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, chief executive, 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.”
Coming next:
More Women’s World Cup partnerships across different sponsorship tiers are expected to be announced by Fifa, with just 50 days remaining before the opening game of the tournament.
