Frito-Lay, North America’s leading snack company, today demonstrated its enthusiasm for the upcoming FIFA World Cup™ by signing as a North American Regional Supporter for the 2022 edition of the tournament
The deal represents the first-ever salty-snack brand collaboration in FIFA and FIFA World Cup history, and includes salted savoury snacks 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. The company is the third Regional Supporter in the North American market for the FIFA World Cup Qatar 2022™.
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.
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 with the goal of reaching more than 100 million households in the USA with FIFA-branded products.
The FIFA World Cup Qatar 2022 will take place from 21 November until 18 December 2022. For more information about the tournament, visit FIFA.com.