Frito-Lay, North America’s leading snack company, recently announced that it has signed on as a North American Regional Supporter for the upcoming FIFA World Cup in 2022.
The agreement is the first salty-snack brand collaboration in FIFA and FIFA World Cup history, and it includes salted savory snacks such as Lay’s, Doritos, Cheetos, Tostitos, Ruffles, and Sabritas, as well as Quaker hot breakfast cereals, Quaker grain-based cereal bars, Quaker rice snacks, and Gamesa cookies and crackers.
The company is the third Regional Supporter in the North American market for the FIFA World Cup Qatar 2022.
“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,” Steven Williams, CEO, Frito-Lay and Quaker North America said.
With origins going back to only two years after the first FIFA World Cup took place in 1930, Frito-Lay shares FIFA’s commitment to engaging fans, developing sports opportunities for players – regardless of their background or ability – building communities around sports and promoting an active lifestyle.
“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,” FIFA President Gianni Infantino added.
In addition to the use of FIFA’s IP, exposure at the event, and access to tickets, the agreement covers exciting digital activations and entertaining promotional activities to reach more than 100 million households in the USA with FIFA-branded products.
