Competitive Edge - Sports & Entertainment Marketing News

Get Ready for Greatness: Frito-Lay Unites Current Soccer Stars and Past Icons in New FIFA Women’s World Cup Australia & New Zealand 2023™ Marketing Campaign


As fans worldwide prepare for what will be the most-watched women’s sporting event of the year, Frito-Lay, Tournament Supporter and the Official USA Snack of the FIFA Women’s World Cup Australia & New Zealand 2023™, is getting viewers ready for greatness with the debut of its new FIFA Women’s World Cup™ campaign.

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Discussion Questions:

  1. Who is FIFA?
  2. What is fandom?
  3. Why might the FIFA World Cup represent elevated levels of fandom?
  4. What is a mega event?
  5. What is the FIFA World Cup?
  6. How does FIFA make money?
  7. Why does FIFA need to make money?
  8. What is sponsorship?
  9. Why do you think businesses and brands sponsor mega events like the World Cup?
  10. What is the difference between the marketing of sports and marketing of sports?
  11. Which best describes Frito-Lay’s sponsorship of the FIFA World Cup?
  12. What is promotion?
  13. Based on what you learned in this news story, how would you describe Frito-Lay’s World Cup promotion?
  14. Why would they introduce new flavors?
  15. How might fandom influence the brand’s World Cup promotion?
  16. What is digital marketing?
  17. How might this story demonstrate an example of digital marketing?
  18. Have you watched any World Cup action?
  19. Who did you watch with? Where did you watch?
  20. Why do you think brands might be interested in that information?
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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