Frito-Lay goes ‘all-in’ with women’s sports

By Gill Hyslop

- Last updated on GMT

Since its inception, the WSF has invested over $100m to help shape the lives of millions of girls and women excel in sports. Pic: GettyImages
Since its inception, the WSF has invested over $100m to help shape the lives of millions of girls and women excel in sports. Pic: GettyImages

Related tags Frito-lay north america Cracker Jack women in sports Women's Sports Foundation Equity

The global snacking giant has expanded its ‘All-In with Frito-Lay’ initiative through a $400,000 contribution to the Women’s Sports Foundation (WSF), a US non-profit that expands access and opportunities for girls and women in sports.

The $400k contribution will enable WSF to boost its ‘We Play Interactive’ training resource, a free digital platform that helps professionally develop and train coaches and programme leaders. Frito-Lay’s donation is expected to reach an additional 1,000+ coaches and programme leaders, which in turn, will help 50,000 would-be sports stars to pursue their passion, including programming for 8,000 girls actively playing soccer.

“We know from our extensive research that girls and young women drop out of sports at higher rates compared to their male counterparts,”​ said WSF CEO Danette Leighton.

“To keep them in the game, it is imperative to have organisations, corporations and brands join us in expanding access and opportunities.

“We are grateful to have a consumer brand powerhouse like Frito-Lay help us deepen our impact and inspire more girls and women to experience the transformative power of sports.”

Founded by Billie Jean King in 1974, the Women’s Sports Foundation works to strengthen and expand participation and leadership opportunities for girls and women in sports.

Since its inception, WSF has invested over $100m to help shape the lives of millions of youths, high school and collegiate student-athletes, elite athletes and coaches.

“We’re building a future where every girl and woman can #KeepPlaying and unlock the lifelong benefits of sport participation. All girls. All women. All sports.” - Women's Sports Foundation

I am Cracker Jill


For the past two years, Cracker Jack has supported the Foundation’s research, advocacy and community programming to help girls and women across the country reach their potential in sports and life.

More recently, the brand has demonstrated its commitment to sports equity through the introduction of Cracker Jill, a Cracker Jack initiative to make more girls and women feel represented in sports and provide funding to fuel their sports endeavours. The Cracker Jack brand has been an American favourite for more than 120 years, famously known for its connection to baseball lore and mention in the American standard ‘Take Me Out to the Ball Game’.

The brand was a long-time sponsor of an Old-Timers Classic game featuring former MLB players and its centenary in 1993 was celebrated at Wrigley Field during the game between the Cubs and the Florida Marlins. Before the game, the company’s mascot Sailor Jack threw out the ceremonial first pitch.

Last year, Frito-Lay pledged to increase accessibility in sports and break barriers for young athletes across the country,” ​said Brett O’Brien, chief marketing officer of Frito-Lay North America.

“We’re continuing this legacy to help approximately 50,000 girls and women join and stay in sports.

“As the FIFA Women’s World Cup captivates the world and inspires fans, we are proud to champion, spotlight and help make the sporting dreams of young athletes a reality.”

The FIFA Women’s World Cup Australia & New Zealand 2023 is currently underway and will conclude on 20 August.


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