Qatar 2022: Frito-Lay North America (snacks, PepsiCo), third regional supporter for North America

Frito-Lay North America, a subsidiary of the American group PepsiCo specialised in snacks, has become a North American regional supporter of the 2022 World Cup in Qatar, announced FIFA on 17/06/2022.

This is the ninth regional supporter (third level) of Qatar 2022 and the third partnership for the North American market after Algorand (USA, blockchain) and The Look Company (QAT, signage).

"The deal represents the first-ever salty-snack brand collaboration in FIFA and FIFA World Cup history. The agreement covers exciting digital activations and entertaining promotional activities with the goal of reaching more than 100 million households in the USA with FIFA-branded products," said the body that will host the 2026 World Cup in the United States (11 cities), Canada (3 cities) and Mexico (2 cities).

• As part of the partnership, Frito-Lay North America will promote its Lay's, Doritos, Cheetos, Tostitos, Ruffles, Sabritas and Quaker brands through co-branded products in the Qatar 2022 colours.