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  • By The Financial District

Frito-Lay, FIFA World Cup Announce Partnership

Frito-Lay, North America's leading snack company, said today that it has signed on as a North American Regional Supporter for the 2022 FIFA World Cup in Qatar.


Photo Insert: Frito–Lay shares FIFA's commitment to engaging fans, expanding sports opportunities for players – regardless of their background or skill – building communities around sports, and encouraging an active lifestyle.



"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.

The partnership includes salted savory snacks such as Lay's, Doritos, Cheetos, Tostitos, Ruffles, and Sabritas, as well as Quaker hot breakfast cereals, Quaker grain-based cereal bars, Quaker rice snacks, and Gamesa cookies and crackers.


Williams highlighted that "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."

Frito–Lay shares FIFA's commitment to engaging fans, expanding sports opportunities for players – regardless of their background or skill – building communities around sports, and encouraging an active lifestyle, with roots dating back to two years after the first FIFA World Cup in 1930.


All the news: Business man in suit and tie smiling and reading a newspaper near the financial district.

"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," said FIFA President Gianni Infantino.

The partnership encompasses exciting digital activations and engaging promotional activities with the goal of reaching more than 100 million households in the United States with FIFA-branded products, in addition to the use of FIFA's IP, exposure during the event, and access to tickets.



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