PepsiCo's Frito-Lay Signs As FIFA Men’s World Cup 2022 North American Partner
Friday, June 17, 2022 at 07:52PM By Barry Janoff
June 17, 2022: With five months to go until the tournament, PepsiCo’s Frito-Lay North America has signed as a North American Regional Supporter for the 2022 FIFA Men’s World Cup in Qatar.
Frito-Lay said the deal represents the “first salty-snack brand collaboration in FIFA and FIFA World Cup history."
It includes salted savory snacks such as Lay's, Doritos, Cheetos, Tostitos, Ruffles and Sabritas; Quaker hot breakfast cereals, Quaker grain-based cereal bars and Quaker rice snacks; and Gamesa cookies and crackers.
Financial terms of the deal were not shared.
The FIFA 2022 Men’s World Cup Qatar is scheduled for Nov. 21-Dec. 18.
The company is the third Regional Supporter in the North American market for the FIFA World Cup Qatar 2022, joining The Look Company, a visual engagement solutions provider for sport, events and brands; and blockchain technology company Algorand.
PepsiCo rival Coca-Cola is a global FIFA partner.
"We are thrilled to announce our strategic collaboration with FIFA, a brand that means so much to fans globally," Steven Williams, CEO, Frito-Lay and Quaker North America, said via the brand.
"Soccer has over four billion fans across the world and continues to grow in the U.S., 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."
In addition to the use of FIFA's IP, exposure at the event and access to tickets, the agreement covers digital activations and promotional activities “with the goal of reaching more than 100 million households in the USA with FIFA-branded products.”
The deal also comes on the heels of FIFA naming the host cities for the 2026 Men’s World Cup, to be hosted by the U.S., Mexico and Canada.
"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," FIFA president Gianni Infantino said via the organization.
"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."
FIFA global partners include adidas, Coca-Cola, Hyundai/Kia, Qatar Airways, Visa and Wanda.
World Cup 2022 partners also include Anheuser-Busch (Budweiser), BYJU’s, Crypto.com, Hisense, McDonalds, Qatar Energy and Vivo.
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