Empowering the Future: Frito-Lay Extends Sports Access for 50,000 Girls Nationwide
In a groundbreaking move towards promoting gender equality in sports, Frito-Lay North America has reaffirmed its commitment to increasing accessibility in sports through its "All-In with Frito-Lay" initiative. In partnership with the Women's Sports Foundation (WSF), Frito-Lay is contributing $400,000 to create opportunities for approximately 50,000 girls and women to play, compete, and lead in sports without barriers. This initiative is part of a broader three-year, $1 million commitment by Frito-Lay to increase equity in soccer.
Championing Equality in Sports: Frito-Lay's Chief Marketing Officer, Brett O'Brien, expressed the company's dedication to the cause, stating, "We're continuing this legacy to help approximately 50,000 girls and women join and stay in sports." The partnership with WSF aims to address the gender gap in sports and provide support to girls who aspire to achieve greatness in their chosen fields.
The "All-In with Frito-Lay" Initiative: The "All-In with Frito-Lay" initiative, established in 2022, is a testament to Frito-Lay's commitment to promoting gender equality and increasing opportunities in soccer. The $400,000 contribution to WSF will directly impact 8,000 girls who are actively playing soccer by providing them with access to specialized training programs and coaches through WSF's "We Play Interactive™" training resource. These coaches will reach an estimated 50,000 girls, fostering an inclusive and empowering environment for them to thrive in their sport-based community programs.
Empowering Coaches for Positive Change: WSF CEO Danette Leighton emphasized the significance of organizations like Frito-Lay in achieving their vision of equal opportunities for all girls and women in sports. "To keep them in the game, it is imperative to have organizations, corporations, and brands join us in expanding access and opportunities," said Leighton. The training of 1,000 coaches through the "We Play Interactive™" platform is poised to create lasting impacts by providing girls with the necessary support and encouragement to stay in sports.
A Journey Through the "Gallery of Greats": Frito-Lay is going beyond financial contributions and hosting an extraordinary experience called the "Gallery of Greats" in collaboration with WSF. Located in New York City's Meatpacking District, this one-weekend exhibit aims to inspire young athletes by showcasing the legacy and future of female athletes who broke barriers and transformed sports culture. The exhibit features a one-of-a-kind display of women's sports memorabilia, celebrating the triumphs of iconic athletes and allowing fans to immerse themselves in the FIFA Women's World Cup™ while snacking on their favorite Frito-Lay snacks.
Introducing Cracker Jill®: Fueling Dreams: As part of their dedication to sports equity, Frito-Lay is introducing Cracker Jill®, a Cracker Jack® initiative that aims to increase representation for girls and women in sports. This initiative not only provides funding for sports endeavors but also supports WSF's research, advocacy, and community programming. The stories of the I Am Cracker Jill Award finalists and the grand prize winner are featured on limited-edition Cracker Jill® packaging and are prominently displayed in the "Gallery of Greats," inspiring young athletes nationwide.
Frito-Lay North America's partnership with the Women's Sports Foundation showcases the company's unwavering commitment to gender equality in sports. Through the "All-In with Frito-Lay" initiative, Frito-Lay is empowering 50,000 girls and women to pursue their passion for sports and shattering barriers along the way. The "Gallery of Greats" exhibit provides a unique opportunity to celebrate the legacy of female athletes while igniting the dreams of future generations. Together, Frito-Lay and WSF are building a future where all girls and women can embrace the transformative power of sports, not just as players but as leaders and changemakers.