Competitive Edge - Sports & Entertainment Marketing News

Frito-Lay Kicks Off FIFA World Cup™ Campaign with Globally Inspired Flavors and Unique Digital Fan Experience


As the North American Regional Supporter of the FIFA World Cup Qatar 2022™, Frito-Lay North America is preparing fans for the FIFA World Cup with everything they need to enhance their at-home viewing experience. 

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Discussion Questions:

  1. What is the FIFA World Cup?
  2. What is sponsorship?
  3. Why would Frito-Lay want to sponsor the World Cup?
  4. What might a FIFA World Cup sponsorship offer that brands might not get from an event like the World Series, Stanley Cup Final, or NBA Final in terms of the audience?
  5. How significant do you think the investment required might be for a brand to be recognized as an official sponsor of the FIFA World Cup?
  6. What is sponsorship activation?
  7. Why is it important for brands to activate their sponsorship?
  8. How does activation increase the amount of money a brand spends on a sponsorship?
  9. Based on what you learned in this story, what is Frito-Lay doing to activate their World Cup sponsorship?
  10. What is fan engagement?
  11. What is UGC?
  12. What is Frito-Lay doing to tap into UGC as part of its FIFA World Cup campaign?
  13. How might the activation strategy boost levels of fan engagement?
  14. If you were a marketing professional at Frito-Lay, what would you do to activate the World Cup sponsorship? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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