Frito Lay Canada is acknowledging the impact that Christine Sinclair has had on women’s soccer in its latest campaign.

Frito Lay Canada is marking the achievements of Canada Soccer Women’s National Team captain Sinclair following the announcement of her retirement.

The campaign, part of Frito Lay Canada’s PLAY LOUD multi-year commitment, recognizes Sinclair’s successes and seeks to inspire young girls across Canada to continue her legacy. It aligns with Frito Lay Canada’s broader mission to champion equality and promote positive change in Canadian sports.

The advertising kicks off during Sinclair’s final game today, Dec. 5, in B.C. with a tribute video highlighting her career and impact on sports in Canada. In recognition of Sinclair’s all-time international goalscoring record of 190 goals, Frito-Lay asked 190 young female players to share their own future goals, which will be showcased in 190 unique static OOH and DOOH ads strategically placed across the country, particularly in close proximity to major sporting arenas.

Other media used in the campaign include digital site-direct banners, organic social and paid digital media, newspapers and BC Place stadium signage. To create the campaign, Frito Lay worked with agencies GSP (Goodby Silverstein & Partners), OMD and Edelman.

Sinclair’s final game will be broadcast tonight on TSN and the venue has been renamed in her honour for one night.