Frito-Lay North America is expanding its partnership with FIFA, signing as a tournament sponsor and Official USA Snack of the 2023 FIFA Women's World Cup in Australia and New Zealand. The marketing campaign is the company's largest-ever investment in women's sports. Women's World Cup-branded packaging will be featured on Lay's, Doritos, and Cheetos packaging. - Frito-Lay's Cracker Jack snack brand recently unveiled its limited edition "Cracker Jill" packaging to celebrate women in sports. The bags feature women from different backgrounds in sailor-themed outfits.
- The push into women's sports is part of a broader effort led by PepsiCo, which owns Frito-Lay.
- Women's sports viewership is on the rise. Research from Women's Sport Trust shows that the average viewer watched 8 hours and 44 minutes of women's sports in 2022, a massive jump from 3 hours and 47 minutes in 2021.
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