Frito-Lay Kicks Off FIFA Women's World Cup As Official Sponsor

Frito-Lay is signing on as a tournament sponsor for the FIFA Women's World Cup Australia & New Zealand 2023, making it the Official USA Snack for the upcoming tournament.  

The sponsorship title signifies Frito-Lay's deepening partnership with FIFA, as well as the snack company’s biggest investment in the field of women’s sports.  

In 2022, Frito-Lay celebrated the FIFA World Cup Qatar as the North American Regional Supporter of the tournament with limited-time snack varieties of its most well-known brands. 

By supporting women’s football as the Official USA Snack of the event, Frito-Lay is tapping into new marketing territory with infinite potential. 

"Frito-Lay's commitment to empowering young football fans aligns perfectly with our mission of promoting the sport globally, and its vast experience at major sporting events will enhance the tournament experience for fans. Together, we can drive both awareness and participation to enhance women's football for all,” said Romy Gai, FIFA’s chief business officer in an official statement. 

The potential of the expanding female sports industry has been drawing companies and advertisers as the number of viewers tuning into women’s sports continues to grow. Reportedly, 14.3 million people in the U.S. watched the 2019 Women’s FIFA World Cup Final.  

Leading up to the FIFA Women’s World Cup, taking place between July 20 and August 20, Frito-Lay will be releasing specially branded Lay’s, Doritos, and Cheetos products. Cracker Jill will also be part of the Women’s World Cup product line-up, following up on its iconic relaunch from Cracker Jack to Cracker Jill last year. 

"As our snacks are known to bring people together for iconic moments in sports, we look forward to using our role in this momentous occasion in women's sports to support the athletes and fans alike,” stated Steven Williams, the CEO of Frito-Lay and Quaker Foods North America.  

Frito-Lay is not the first company to take advantage of the growing visibility of women’s sports. 

Lego recently released a campaign and new merchandise titled "Play Unstoppable," empowering young girls to explore the world of football.