Frito-Lay North America to continue working with FIFA Women's World Cup in 2023

By: WE Staff | Thursday, 1 June 2023

The organisation in charge of governing international football, FIFA, has declared an expansion of its partnership with the maker of snack foods, Frito-Lay North America. The next 2023 FIFA Women's World Cup, which will take place in Australia and New Zealand from July 20 to August 20, has chosen Frito-Lay as the official USA snack and the North American tournament sponsor as a result of the extension.

With the help of this extension, Frito-Lay is ready to launch its snack products, Lay's Doritos, Cheetos, and Cracker Kill, which will have the logo of the important competition. This alliance, which comprises both organisations, aims to recognise fans while maximising the appeal of women's sports and inspiring women to join in the sporting world by continuing to work with culturally significant events. The group has previously worked with Qatar to host the FIFA World Cup in 2022.

The much awaited contest offers the brand a special chance to engage with the growing interest in women's sports. By immersing viewers in its programming and promoting chances for more players at all levels regardless of their background, gender, or abilities, Frito-Lay is equally dedicated to advancing equality.

"FIFA is thrilled to welcome Frito-Lay as a Tournament Supporter for the FIFA Women's World Cup Australia & New Zealand 2023TM," declared Romy Gai, FIFA's Chief Business Officer. The women's game is expected to reach all-new heights thanks to this competition. Our mission to promote football globally is well complemented by Frito-Lay's commitment to empowering young football supporters, and the company's in-depth understanding of major sporting events will enhance the tournament experience for viewers. By combining our efforts, we can make women's football better for everyone while raising awareness and participation.

According to Steven Williams, CEO of Frito-Lay and Quaker Foods North America, "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." "Our snacks are known for bringing people together for memorable moments in sports, so we look forward to using our position in this historic period for women's sports to benefit the athletes and fans alike. The American company Frito-Lay, founded in 1961 and currently located in Plano, Texas, produces, promotes, and sells potato chips, corn chips, and other snack foods. Some of the most well-known snack foods made under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips, Lay's and Ruffles potato chips, Rold Gold pretzels and Walkers potato crisps (in the UK and Ireland).”