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 nonprofit that expands opportunities for girls and women in sports.
“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,” said Brett O’Brien, chief marketing officer of Frito-Lay. “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.”
Established in 2022, the All-In with Frito-Lay is a three-year, $1 million commitment to increase equity in soccer. Frito-Lay’s donation to WSF will help girls pursue their passion in sports.
The funding will allow WSF to train 1,000 coaches through the We Play Interactive training resource, a free digital platform that develops and trains coaches and program leaders. The coaches involved in the training resources will reach nearly 50,000 girls in sports-based community programs.
“We know from our extensive research that girls and young women drop out of sports at higher rates compared to their male counterparts,” said Danette Leighton, CEO of WSF. “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.”
