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Frito-Lay North America partners with FIFA Women's World Cup Australia & New Zealand 2023

Frito-Lay North America partners with FIFA Women’s World Cup 2023

May 31, 2023

Frito-Lay has signed on as a North American Tournament Supporter and Official USA Snack of the 2023 FIFA Women’s World Cup, continuing its partnership with FIFA. 

The upcoming FIFA Women’s World Cup Australia & New Zealand 2023 is set to be Frito-Lay’s largest-ever investment in women’s sports.

As per the deal, Frito-Lay brands Lay’s, Doritos, and Cheetos will offer packaging featuring the FIFA Women’s World Cup logo. Through its limited-edition Cracker Jill packaging, which is developed to honour women who break down barriers in sports and encourage women in sports, Cracker Jack will also feature FIFA Women’s World-Cup branded packaging. Along with Quaker hot breakfast cereals, Quaker grain-based cereal bars, Quaker rice snacks, and Gamesa cookies and crackers, the programme is also set to feature Tostitos, Ruffles and PopCorners. The right for marketing is owned by Frito-Lay in both the host countries and all of North America.

This partnership strengthens Frito-Lay’s mission to uphold fandom by striving to support culturally significant events that will make more consumers pleased on more occasions. The FIFA Women’s World Cup gives a special chance for Frito-Lay to participate in the rising popularity of women’s sports as it is the most watched women’s sporting event in the entire world. By involving viewers in the programming and creating additional possibilities for players of all skill levels, regardless of their background, gender or ability, Frito-Lay is likewise committed to advancing equality.

Steven Williams, CEO, Frito-Lay and Quaker Foods, North America, said:

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. 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.

Romy Gai, FIFA’s Chief Business Officer, commented:

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. Frito-Lay’s commitment to empowering young football fans aligns perfectly with our mission of promoting the sport globally, and its 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.

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