Frito Lay is continuing its relationship with FIFA as part of the company’s largest ever investment in women’s sports.

The PepsiCo-owned snack brand is both the North American Tournament Supporter and official Canadian Snack Tournament Supporter of the upcoming FIFA Women’s World Cup. The tournament takes place July 20 through Aug. 20.

Coming off of its first FIFA sponsorship for the men’s World Cup last year, Frito Lay will have World Cup-branded packaging for Tostitos, Doritos and Cheetos. Frito-Lay also has the rights to activate both across North America and in the host countries.

Jess Spaulding, CMO at PepsiCo Foods Canada, says the company has “the opportunity to not only celebrate women’s sports through the FIFA Women’s World Cup, we’re also in a unique position to inject more excitement into this historic event and celebrate Team Canada and the incredible players who will represent our country on a global stage. Canadian female athletes are truly some of the best in the world — and it’s time to amplify that.”

Spaulding says the goal of the sponsorship is to reach soccer fans and snack lovers with content that will energize the country and inspire chip-fueled watch parties. Frito Lay will be launching an integrated marketing campaign that includes television, out-of-home, digital and social media, kicking off the campaign at the start of the Women’s World Cup with a new commercial that will communicate the power of role models to uplift girls and give them a reason to believe in sport.

Details of other related initiatives and partnerships including event, broadcast and digital exposure will be released in coming weeks.

The company is working with Goodby Silverstein & Partners on creative, Citizen Relations on PR, OMD Canada on media, MarkIV on in-store and Shakemaker for talent management.

Featured image by Mike Mozart.