Frito-Lay North America, the regional division of the snack food manufacturer, has been announced as a tournament supporter of the upcoming 2023 FIFA Women’s World Cup.
The tie-up, announced yesterday (May 30), sees the PepsiCo-owned brand designated the official USA snack of the FIFA Women’s World Cup.
Tournament-branded editions of its Lay's, Doritos, Cheetos, Cracker Jill, Tostitos, Ruffles, PopCorners, and Quaker products will be released ahead of the event, which runs from July 20 to August 20.
Frito-Lay has rights to activate its sponsorship in North America and in the host countries of Australia and New Zealand.
The deal sees the brand continue its involvement with FIFA, soccer’s global governing body, and its premier national teams tournament, with Frito-Lay having also sponsored the 2022 edition of the men’s World Cup.
The new agreement is said to be its largest-ever investment in women's sports.
Frito-Lay has said it represents both its commitment to “celebrate and support women in sports” and to “celebrate fandom by continuing to align with culturally relevant moments.”
The brand will seek to capitalize on the “growing popularity of women's sports” and extend equality “by engaging fans and fostering opportunities for more players at all levels regardless of background, gender or ability.”
As a tournament supporter, Frito-Lay joins the likes of Cisco, Jacob’s Creek, and Team Global Express in a lower tier of FIFA’s sponsorship hierarchy.
Second-tier Women’s World Cup partners are credit firm Visa and software company Xero, while third-tier Women’s World Cup sponsors are meditation app Calm, artificial intelligence solutions firm Globant, and outdoor furniture supplier Keter Group.
The overall top-tier partners of soccer's global governing body and tournament organizer FIFA are sportswear giant Adidas, soft drinks giant Coca-Cola, and Chinese conglomerate Wanda Group.
Steven Williams, chief executive of Frito-Lay and Quaker Foods North America, said: “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. 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.”
"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.”
Romy Gai, chief business officer at FIFA, added: “FIFA is delighted to welcome Frito-Lay as a tournament supporter for the FIFA Women's World Cup Australia & New Zealand 2023 – a tournament that promises to drive the women's game to all new highs.
“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.”
Today (May 31), marks 50 days until the 2023 Women’s World kicks off with co-hosts New Zealand taking on Norway at Eden Park in Auckland.
Earlier this month, it was confirmed that over 850,000 tickets had been sold for the tournament, up from around 500,000 in mid-January.
The UK’s BBC has today cited a FIFA spokesperson as saying that the ticket sales will pass the one-million mark “over the next few weeks,” with 1.5 million as the overall targeted figure.
Meanwhile, digital content and data technology firm VMG Media has secured the broadcast rights in Vietnam to the Women’s World Cup and sub-licensed them to state-owned broadcaster Vietnam National Assembly TV.
The rights cover all matches of the World Cup, with all those of Vietnam’s women’s national team to be shown in their first-ever appearance at the tournament.
They will kick off their group-stage campaign against the US on July 22, followed by fixtures against Portugal (July 27) and the Netherlands (August 1).
The games will be broadcast on Channel 7, and National Assembly TV will also show tournament highlights.
Lương Minh Tuấn, VMG Media general director, said: “It is difficult to bring the World Cup matches to Vietnam. But it is nothing compared to the miracle mission that the Golden Star women have made. It is the main reason that we decided to buy the World Cup broadcasting rights so that Vietnamese supporters can watch and encourage the team nationwide.”
Lê Quang Minh, general director of National Assembly TV, added: “It is an important event for National Assembly TV to win the World Cup broadcast rights. It is a historic milestone of national football in particular and Vietnam sport in general.”