The international football governing body, FIFA has announced a partnership extension with the snack manufacturing entity, Frito-Lay North America.
Following the extension, Frito-Lay has been named the North American tournament supporter and the official USA snack of the forthcoming 2023 FIFA Women’s World Cup, which will be held in Australia and New Zealand from July 20 to August 20, 2023.
Through this extension, Frito-Lay is all set to launch its snacking products – Lay’s Doritos, Cheetos, and Cracker Kill, which will be packaged with the marquee tournament’s branding. This alliance, which involves both bodies to celebrate the fandom by continuing to partner with culturally relevant moments, also aims to leverage the popularity of women’s sports, by supporting girls in the arena of sports. Earlier, the entity also partnered with the 2022 FIFA World Cup, which was held in Qatar.
The much-awaited tournament offers the brand a special chance to participate in the rising popularity of women’s sports. By involving fans and promoting chances for more players at all levels regardless of background, gender, or ability, Frito-Lay is likewise committed to advancing equality through its programming.
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 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”.
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.”
Founded in 1961 and currently headquartered in Plano, Texas, United States, Frito-Lay, produces, promotes, and sells potato chips, corn chips, and other snack foods. The most well-known snack food products created under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavoured snacks, Doritos and Tostitos tortilla chips, Lay’s and Ruffles potato chips, Rold Gold pretzels and Walkers potato crisps (in the UK and Ireland).