FIFA extends collaboration with Frito-Lay North America for FIFA Women's World Cup 2023

FIFA, the body that oversees international football, has announced an extension of its collaboration with Frito-Lay North America, a company that makes snack foods. As a result of the extension, Frito-Lay has been awarded the official USA snack and the North American tournament sponsor of the upcoming 2023 FIFA Women's World Cup, which will take place in Australia and New Zealand from July 20 to August 20, 2023.

Frito-Lay is prepared to introduce its snack items through this extension, Lay's Doritos, Cheetos, and Cracker Kill, which will be wrapped with the branding of the major tournament. By continuing to collaborate with culturally significant occasions, this alliance, which incorporates both bodies, intends to honour fans while leveraging the popularity of women's sports and encouraging females to participate in the sporting world. The organisation had previously cooperated with Qatar's hosting of the 2022 FIFA World Cup.

The much anticipated competition is a unique opportunity for the brand to take part in the expanding interest in women's sports. Frito-Lay is equally committed to furthering equality through its programming by involving fans and encouraging opportunities for more players at all levels regardless of background, gender, or ability.

"FIFA is thrilled to welcome Frito-Lay as a Tournament Supporter for the FIFA Women's World Cup Australia & New Zealand 2023TM," said Romy Gai, FIFA's Chief Business Officer. "This tournament promises to push the women's game to all new highs. The dedication of Frito-Lay to empowering young football supporters perfectly complements our goal of promoting the sport internationally, and the company's extensive knowledge of major athletic events will improve the tournament experience for spectators. We can increase awareness and involvement by working together to improve women's football for everyone.”

"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," said Steven Williams, CEO of Frito-Lay and Quaker Foods North America. “We look forward to leveraging our position in this historic time in women's sports to help the players and spectators alike because our snacks are recognised for bringing people together for iconic moments in sports. Frito-Lay, which was established in 1961 and is presently based in Plano, Texas in the United States, manufactures, markets, and sells potato chips, corn chips, and other snack foods. Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips, Lay's and Ruffles potato chips, Rold Gold pretzels and Walkers potato crisps (in the UK and Ireland) are some of the most well-known snack food items produced under the Frito-Lay moniker.”