Frito-Lay scores as first-ever official salty snacks supporter of FIFA World Cup Qatar 2022

By Gill Hyslop contact

- Last updated on GMT

Frito Lay and FIFA share a vision of sports promotion, engaging fans and building communities. Pic: GettyImages/cnythzl
Frito Lay and FIFA share a vision of sports promotion, engaging fans and building communities. Pic: GettyImages/cnythzl

Related tags: Frito Lay, PepsiCo Frito-Lay, Fifa world cup

Frito-Lay North America has signed up as a North American Regional Supporter for the 2022 FIFA World Cup, taking place in Qatar from 21 November until 18 December.

The move makes it the first-ever salty-snack brand collaboration in FIFA and FIFA World Cup history, and spans Frito-Lay’s savoury snack selection such as Lay’s, Doritos, Cheetos, Tostitos, Ruffles and Sabritas, along with Quaker hot breakfast cereals, Quaker grain-based cereal bars, Quaker rice snacks and Gamesa cookies and crackers.

Frito-Lay is the third North American company to sign up for FIFA 2022.

Four billion fans

“We are thrilled to announce our strategic collaboration with FIFA, a brand that means so much to fans globally,”​ said Steven Williams, CEO of Frito-Lay and Quaker North America.

“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.”

Frito-Lay and FIFA kicked off in the same era – the first FIFA World Cup took place in 1930, and Frito-Lay was founded two years later – so the duo shares an ethos to engage fans. More specifically, they are committed to developing sports opportunities for players – regardless of their background or abilities – by building communities around sports and promoting an active lifestyle.

Commercial growth potential

“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,”​ said FIFA president Gianni Infantino.

“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.”

In addition to the use of FIFA’s IP, exposure at the event and access to tickets, the agreement covers extensive digital activations and promotional activities with the goal of reaching more than 100 million households across the North and Central American region, including 23 markets such as Canada and Mexico.

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