Plano, TX — Frito-Lay North America is expanding its “All-In with Frito-Lay” initiative through a $400,000 contribution to the Women’s Sports Foundation (WSF), a national non-profit that expands access and opportunities for girls and women in sports so they can play, compete, and lead without barriers.
“Last year, Frito-Lay pledged to increase accessibility in sports and break barriers for young athletes across the country. We’re continuing this legacy to help approximately 50,000 girls and women join and stay in sports,” says Brett O’Brien, CMO of Frito-Lay North America. “As the FIFA Women’s World Cup captivates the world and inspires fans, we are proud to champion, spotlight and help make the sporting dreams of young athletes a reality.”
The initiative, established in 2022, is a three-year, $1 million commitment to increase equity in soccer. Frito-Lay says its donation to WSF will help girls pursue their passion in sports by increasing access and opportunity across the country, including programming for 8,000 girls actively playing soccer.
The funding will enable WSF to train and work directly with 1,000 coaches through the organization’s “We Play Interactive” training resource, a free digital platform that helps professionally develop and train coaches and program leaders to create environments where all girls can thrive. These coaches will reach an estimated 50,000 girls in their sport-based community programs.
“Our Foundation’s vision is a future where every girl and woman have equal opportunity to realize their full potential through the power of sports — both on and off the field of play,” says WSF CEO Danette Leighton. “We know from our extensive research1 that girls and young women drop out of sports at higher rates compared to their male counterparts. To keep them in the game, it is imperative to have organizations, corporations and brands join us in expanding access and opportunities. We are grateful to have a consumer brand powerhouse like Frito-Lay help us deepen our impact and inspire more girls and women to experience the transformative power of sports.”
In addition, Frito-Lay teamed up with WSF to host a one-weekend experience and memorabilia exhibit, called “Gallery of Greats,” in New York City last month. To inspire young athletes to keep pursuing their sports aspirations, Frito-Lay’s “Gallery of Greats” allowed visitors to experience the past, present and future of greatness in women’s sports and celebrate the tournament.
