A PepsiCo‘s subsidiary that produces, markets, and distributes corn chips, potato chips, and other snack foods, Frito-Lay has announced that it has signed up as a North American regional supporter for the 2022 FIFA World Cup in Qatar.
Frito-Lay is the first-ever salty snack product that has a partnership with FIFA for the world cup.
Frito-Lay products such as Lay’s, Doritos, Cheetos, Tostitos, Ruffles, and Sabritas are included, as well as Quaker hot breakfast cereals, Quaker grain-based cereal bars, Quaker rice snacks, and Gamesa cookies and crackers.
The agreement contains digital activations and entertaining advertising activities in addition to the use of FIFA’s intellectual property, visibility at the event, and access to tickets.
Recently, along with Frito-Lay, a multi-award-winning provider of visual engagement solutions for sports, events, and brands, The Look Company also became a regional supporter of the upcoming football world cup in a deal that will cover North and Central America.
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.”
The revelation comes just one day after FIFA revealed the cities that will host the 2026 World Cup in the United States, Mexico, and Canada.
The rejection of the Baltimore/Washington bid was the biggest surprise in the final FIFA selections, whereas the Los Angeles selection highlighted the instant power and draw of the new SoFi Stadium, and the selection of Vancouver demonstrated a huge turnaround in that city’s bidding efforts.