Dive Brief:

• 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 company 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 will be released for Lay’s, Doritos and Cheetos. Additionally, Cracker Jack will promote the event through a Cracker Jill activation. Other Frito-Lay brands will also take part.
• The push comes as the PepsiCo division looks to continue its support for women’s sports while getting its product front-and-center during the most-watched women’s sports event in the world.

Dive Insight:

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 set to take place between July 20 and August 20. Under the terms of the partnership, Frito-Lay can activate around the World Cup in North America and the host countries.

Women’s sports continue to gain viewers, with soccer a popular choice for many fans. In the U.S., approximately 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% compared to the men’s World Cup Final the year prior, according to Nielsen data.

For its latest sponsorship, Frito-Lay is also building on an initiative started last year around baseball, when it relaunched its iconic Cracker Jack brand as Cracker Jill. As part of that campaign, a line of limited-edition packaging bearing diverse iterations of Cracker Jill was introduced ahead of baseball season, along with a remix of the iconic 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 sport 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 statement about the women’s World Cup sponsorship. “Together, we can drive both awareness and participation to enhance women's football for all.”

The upcoming women’s competition follows the FIFA Men’s World Cup at the end of last year, which was embroiled in controversy surrounding the selection of Qatar as the host country.