Frito-Lay announces partnership with 2022 FIFA World Cup

A PepsiCo subsidiary that produces, markets and distributes snack foods, Frito-Lay has announced that it has signed up as a North American regional supporter of the 2022 FIFA World Cup. The agreement entails digital activations and advertising activities in addition to the use of FIFA’s intellectual property, visibility at the event, and access to tickets.

Earlier, The Look Company, a provider of visual engagement solutions for sports, events and brands, had also become a regional supporter of the upcoming men’s World Cup in a deal that would cover both North and Central America.

Speaking about the deal, Steven Williams, Frito-Lay and Quaker North America Chief Executive, said: 

“We are thrilled to announce our strategic collaboration with Fifa, a brand that means so much to fans globally. 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.“

FIFA President Gianni Infantino added:

“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.

“We are 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.”