While more than a dozen North American cities are already looking ahead to hosting the 2026 World Cup, Frito-Lay has its sights set on this year, having signed a deal with FIFA to become the first-ever salty snack sponsor for the World Cup.

Signed on for the 2022 edition of the tournament to be held in Qatar this fall, the sponsorship gives Frito-Lay coverage across 23 markets in North and Central America, including Canada, Mexico and the U.S. The company says its activations will make use of FIFA’s intellectual property, exposure at the event, digital activations and promotional activities.

The deal includes snack brands Lay’s, Doritos, Cheetos, Tostitos, Ruffles and Sabritas, along with Quaker products.

“We feel this is a great time to build a strategic partnership together and ensure our products are always available every time a match is on TV or at a community’s local stadium,” said Steven Williams, CEO, Frito-Lay and Quaker North America.

Earlier this week, Frito-Lay parent company PepsiCo announced that it had renewed its sponsorship of the NHL and would continue to activate across its brands, including those in the Frito-Lay portfolio.