The FIFA World Cup Qatar 2022 has named Frito-Lay as the competition’s North American regional supporter.
The firm, which is FIFA’s third regional supporter in the North American market, will gain the use of the football body’s IP, exposure at the event and access to tickets.
“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,” stated FIFA President Gianni Infantino.
“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.”
The agreement also covers digital activations and promotional activities, whilst at the same time representing the first-ever ‘salty-snack brand collaboration’ in FIFA and FIFA World Cup history.
Furthermore, the pair have stated that they will aim to reach more than 100 million households in the USA with FIFA-branded products.
“We are thrilled to announce our strategic collaboration with FIFA, a brand that means so much to fans globally,” added Steven Williams, CEO of Frito-Lay and Quaker North America.
“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.”