Frito-Lay joins FIFA as sponsor of '22 World Cup

Frito Lay has signed a new sponsorship agreement with FIFA and will come on board as a "Regional Supporter" for the '22 edition of the tournament, which begins later this year in Qatar. Frito-Lay gets the first salty snack designation in FIFA's history, with the deal also including Lay's, Doritos, Cheetos, Tostitos, Ruffles and Sabritas, along with various Quaker products. Frito-Lay is FIFA's third North American "Regional Supporter" for the '22 event. Frito-Lay will have exposure at the event, including digital and in-person activations. The World Cup runs from Nov. 21-Dec. 18 (FIFA).