Frito Lay Canada and FIFA have announced the brand has signed on as a North American Tournament Supporter and Official Canadian Snack Tournament Supporter of the upcoming FIFA Women’s World Cup Australia & New Zealand 2023.

“We are thrilled to be the Canadian Snack Tournament Supporter and announce our involvement with this year’s FIFA Women’s World Cup,” said Rachel Ferdinando, president, Frito Lay Canada and Quaker Canada. “Our snacks bring Canadians together for memorable sports moments, and we are proud to support women’s sports, athletes and fans in a meaningful way.”

This collaboration aims to “build upon Frito Lay Canada’s commitment to celebrate fandom by continuing to align with culturally relevant moments to bring smiles to more consumers on more occasions. As the most watched women’s sporting event in the world, the FIFA Women’s World Cup presents a unique opportunity for Frito Lay Canada to be a part of the growing popularity of women’s sports,” reads a release from the company.

The FIFA Women's World Cup Australia & New Zealand will take place from July 20 through August 20, 2023.