Friday, 24 June 2022 16:52

Frito-Lay North America signs on as continental promoter for the 2022 FIFA World Cup in Qatar

Written by Evelyn Alas

Frito-Lay, a leading North American snack food company, today showed its enthusiasm for the upcoming FIFA World Cup by signing on as a continental promoter for the 2022 edition of the tournament.

This is the first collaboration between FIFA and the FIFA World Cup with a snack brand whose portfolio includes savory snacks such as Lay's, Doritos, Cheetos, Tostitos, Ruffles and Sabritas, as well as breakfast products, Quaker brand cereal bars and rice snacks, and Gamesa's sweet and savory crackers. The company thus becomes the third continental promoter of the Qatar 2022 FIFA World Cup in the North American market.

We are very pleased to announce this strategic partnership with FIFA, a brand that means so much to fans around the world", said Steven Williams, CEO of Frito-Lay and Quaker North America. Soccer has more than four billion fans around the world and continues to grow in the U.S., so we believe this is an ideal time to forge a strategic partnership to ensure that our products are always available when a game is televised or played in a stadium near you.

Frito-Lays, which traces its origins to two years after the first FIFA World Cup in 1930, shares FIFA's commitment to fan interaction, to fostering opportunities for all players regardless of background or ability, to building community around the sport and to promoting active living.

“The growing interest in soccer, or soccer as it is known there, in the North American market is very exciting, both in terms of our overall vision for a truly global game and the potential for commercial growth going forward", said FIFA President Gianni Infantino. We are very excited to welcome a brand with the same values around engaging with society, and one that shares our excitement for what the world's most popular sport has in store for the future".

In addition to allowing the use of FIFA's branded intellectual property, providing advertising exposure opportunities during the event and giving access to tickets, the agreement involves highly promising digital activations and promotional activities aimed at bringing FIFA branded products to more than 100 million U.S. households.

The 2022 FIFA World Cup in Qatar will take place from november 21 to december 18, 2022. For more information on the tournament, please visit FIFA.com