- Frito-Lay North America becomes
third North American Regional Supporter of the FIFA World Cup Qatar
2022™
- Promotional activities to bring FIFA World Cup™-branded snacks
to households across the North and Central American region,
including 23 markets such as the USA, Canada
and Mexico, to name but a few
- Shared vision of sports promotion, engaging fans and building
communities
NEW
YORK, June 17, 2022 /CNW/ -- 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™.
"We are thrilled to announce our strategic collaboration with
FIFA, a brand that means so much to fans globally," said
Steven Williams, CEO, Frito-Lay and
Quaker North America. "Soccer has over four billion fans across the
world and continues to grow in the US, so we feel this is a great
time to build a strategic partnership together and ensure our
products are always available every time a match is on TV or at a
community's local stadium."
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.
"The growth in interest in football, or soccer, in the North
American market is incredibly exciting, both for our overall vision
of making football truly global and for future commercial growth
potential," said FIFA President Gianni
Infantino. "We are thrilled to welcome a brand aligned with
our values related to community engagement, and one that shares our
excitement for what lies ahead for the world's most popular
sport."
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.
About Frito-Lay North
America
Frito-Lay North America is the
$19 billion convenient foods division
of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in
Purchase, NY. Frito-Lay snacks
include Lay's and Ruffles potato chips, Doritos tortilla chips,
Cheetos snacks, Tostitos tortilla chips and branded dips, SunChips
multigrain snacks and Fritos corn chips. The company operates 30+
manufacturing facilities across the U.S. and Canada, more than 200 distribution centers and
services 315,000 retail customers per week through its
direct-store-delivery model. Learn more about Frito-Lay at the
corporate website, www.fritolay.com, on Twitter (@fritolay), on
Instagram (@fritolay) and on Facebook (Frito-Lay).
About The Quaker Oats Company
The Quaker Oats Company, headquartered in Chicago, is a
unit of PepsiCo, Inc., one of the world's largest consumer packaged
goods companies. For more than 140 years, Quaker's brands have
served as symbols of quality, great taste and nutrition.
Quaker® Oats, Quaker® Rice Cakes and Quaker
Chewy® Granola Bars are consumer favorites. For more
information, please visit www.QuakerOats.com,
www.Facebook.com/Quaker or follow us on Twitter and Instagram
@Quaker.
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.
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SOURCE Frito-Lay