- Frito-Lay North America is deepening its relationship with FIFA by signing as a tournament sponsor and Official USA Snack of the upcoming FIFA Women’s World Cup Australia & New Zealand 2023, the corporate said in a press release.
- The marketing program marks the snack company’s largest-ever investment in women’s sports. FIFA Women’s World Cup-themed packaging shall be released for Lay’s, Doritos and Cheetos. Additionally, Cracker Jack will promote the event through a Cracker Jill activation. Other Frito-Lay brands may also participate.
- The push comes because the PepsiCo division looks to proceed its support for women’s sports while getting its product front-and-center throughout the most-watched women’s sports event in the world.
Frito-Lay is deepening its support for women in sports and a relationship with FIFA that represents its largest-ever commitment in this area. The news arrives ahead of the FIFA Women’s World Cup, which is ready to happen between July 20 and August 20. Under the terms of the partnership, Frito-Lay can activate across the World Cup in North America and the host countries.
Women’s sports proceed to achieve viewers, with soccer a well-liked selection for many fans. In the U.S., roughly 14.3 million people watched the 2019 Women’s FIFA World Cup final, when the U.S. beat the Netherlands 2-0. U.S. viewership for the women’s match was up 22% in comparison with the lads’s World Cup Final the yr prior, in accordance with Nielsen data.
For its latest sponsorship, Frito-Lay can be constructing on an initiative began last yr around baseball, when it relaunched its iconic Cracker Jack brand as Cracker Jill. As a part of that campaign, a line of limited-edition packaging bearing diverse iterations of Cracker Jill was introduced ahead of baseball season, together with a remix of the enduring song “Take Me Out To The Ballgame.” The campaign also supported the Women’s Sports Foundation.
“Frito-Lay’s commitment to empowering young football fans aligns perfectly with our mission of promoting the game globally, and its vast experience at major sporting events will enhance the tournament experience for fans,” said Romy Gai, FIFA’s chief business officer, in a press release concerning the women’s World Cup sponsorship. “Together, we will drive each awareness and participation to reinforce women’s football for all.”
The upcoming women’s competition follows the FIFA Men’s World Cup at the tip of last yr, which was embroiled in controversy surrounding the number of Qatar because the host country.
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