“ALL-IN WITH FRITO-LAY” INITIATIVE INCREASES SOCCER ACCESSIBILITY FOR THOUSANDS OF CHILDREN NATIONWIDE

Partnership with Brandi Chastain and $600,000 Contribution to the U.S. Soccer Foundation Will Keep Over 30,000 Young Athletes on the Field.

Frito-Lay North America, the North American Regional Supporter of the FIFA World Cup Qatar 2022™, today announced a $600,000 contribution to the “All-In with Frito-Lay” initiative with the U.S. Soccer Foundation. This program is the first step in Frito-Lay’s three-year commitment to increase equity in soccer by working with partners and organizations to enhance resources and training for young athletes.

“Frito-Lay has pledged $1 million to charitable organizations to even the playing field,” said Brett O’Brien, chief marketing officer of Frito-Lay North America. “While soccer only requires a ball and a patch of grass to play, many barriers often relegate thousands of players to the sidelines. The ‘All-In with Frito-Lay’ initiative will help break these barriers through incredible coaches, new equipment and resources that help keep young athletes in the game.”

All-In with Frito-Lay Initiative

As part of the initiative, more than 1,000 coaches will be trained by the U.S. Soccer Foundation, an expert with more than 25 years of experience in sports-based youth development. The coaches will be trained via evidence-based methods that incorporate mentorship, teach coaches to create lasting, positive connections with youth, and guide coaches on how to strengthen the social and emotional skills of young people in underserved communities.

Frito-Lay’s support funds the development of and access to coaching and mentoring training resources, as well as equipment, including soccer balls, goals and pinnies. Further, the donation contributes to opportunities for coaches to attend soccer conferences and events throughout the year and spaces for training and workshops.

In celebration of the program and partnership, on November 29, Frito-Lay and the U.S. Soccer Foundation held an interactive superstar-soccer event at Rio Hondo Park in Pico Rivera, California, where two-time FIFA Women’s World Cup™ champion and two-time Olympic gold medalist Brandi Chastain surprised more than 200 athletes by lacing up her cleats and jumping into their practice. Freestyle soccer stars Frankie Flo, DJ Diveny, Hayley Gonzales and Caitlyn Schrepfer joined Chastain in running a series of drills that included trick shots, footwork and passing.

“It’s always a great feeling getting back out on the field, especially when it’s for a program that celebrates the relationship between coaches and athletes and is focused on keeping youth in the game,” said Chastain. “A great coach will make their mark on you as a player and as a person by strengthening your confidence and empowering you to be the best person you can be.”

Following the workshop, Chastain sat down with Tina Mahal, senior vice president of marketing, Frito-Lay North America, and the freestyle soccer stars to discuss the profound impact the game and their coaches have had on them throughout their careers and in their everyday lives. When asked about the most influential coach in her life, Brandi shared that her father was instrumental in shaping her soccer career and fostering her love of the game.

“The coach-player relationship is a special one. A great coach becomes a mentor whose impact stays with an athlete throughout their life,” said Ed Foster-Simeon, president and CEO of the U.S. Soccer Foundation. “Shaping this initiative with Frito-Lay gives us an opportunity to train even more coaches as mentors, which in turn brings more youth onto the soccer field. Even more, it gives youth access to coaches that will make a positive impact on their lives on and off the field by supporting their physical, social, and emotional well-being.”

Follow Frito-Lay on InstagramTikTokFacebook and YouTube to stay informed on all FIFA World Cup™ partnership activations and campaign news.

The FIFA World Cup Qatar 2022™ is currently taking place until Dec. 18, 2022. For more information about the tournament, visit FIFA.com.

About the U.S. Soccer Foundation

The U.S. Soccer Foundation’s programs are the national model for sports-based youth development in underserved communities. Since its founding in 1994, the Foundation has established programs proven to help children embrace an active and healthy lifestyle while nurturing their personal growth beyond sports. Its cost-effective, high-impact initiatives offer safe environments where kids and communities thrive. Headquartered in Washington, D.C., the U.S. Soccer Foundation is a 501(c)(3) organization. For more information visit www.ussoccerfoundation.org or follow us on Twitter and Facebook.

About Frito-Lay North America

Frito-Lay North America is the $19 billion convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in Purchase, NY. Frito-Lay snacks include Lay’s and Ruffles potato chips, Doritos tortilla chips, Cheetos snacks, Tostitos tortilla chips and branded dips, SunChips multigrain snacks and Fritos corn chips. The company operates 30+ manufacturing facilities across the U.S. and Canada, more than 200 distribution centers and services 315,000 retail customers per week through its direct-store-delivery model. Learn more about Frito-Lay at the corporate website, www.fritolay.com, on Twitter (@fritolay), on Instagram (@fritolay) and on Facebook (Frito-Lay).

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OUR PARTNERS

Soccer Shots

Soccer Shots

Based outside of Harrisburg, Pennsylvania, Soccer Shots is an international franchise system that provides children ages two through eight with developmentally appropriate soccer classes taught by fully-trained soccer coaches. The brand’s curriculum-based program designed by early childhood specialists, is offered in more than 300 territories across 42 states and Canada, serving over 540,000 children each year. Soccer Shots was founded by two professional soccer players who identified a need for engaging, character building soccer programs for children under age eight. To find a Soccer Shots program near you, visit SoccerShots.com.

adidas

adidas

adidas, the Foundation’s Safe Places to Play – Mini-Pitch Partner, supports providing children in underserved communities with safe play spaces nationwide. adidas strives to be the globally leading and most popular sporting goods brand. Dedicated to innovation,  adidas embraces creativity and seeks to be socially responsible in all facets of its brand. For more information, please visit adidas.com.

CHA

CHA

CHA Sports, the Foundation’s Supplier for Soccer Facility Design and Planning Services, provides community partners with expertise in soccer facility design. CHA Sport’s full service approach allows the company to build world-class projects without breaking budgets. For more information, please visit chacompanies.com

The DICK'S Sporting Goods Foundation

The DICK'S Sporting Goods Foundation

DICK’S Sporting Goods and The DICK’S Sporting Goods Foundation believe that participation in sports makes people better. Since 2014, DICK’S and The DICK’S Foundation have pledged more than $100 million to support youth sports teams and leagues in need.  Through our Sports Matter initiative we strive to increase awareness for underfunded youth athletics nationwide and provide much-needed support through equipment, uniform and monetary donations. For more information on Sports Matter, visit SportsMatter.org.

GEICO

GEICO

GEICO is committed to impacting local communities through Educational programs, Community Development projects and Equity & Inclusion initiatives. To date, GEICO has donated to 7,000+ charities and averaged between $6 and $8 million in annual giving over the last two decades. To learn more about GEICO’s commitment to the community please visit www.geico.com/about/in-the-community.

Genesis Gives

Genesis Gives

Genesis Gives is a corporate social responsibility initiative from Genesis Motor North America. Expanding on the brand’s commitment to the highest standards of performance and its athletic elegance design identity, Genesis Gives supports nonprofit organizations with the goal of improving access to, and performance in, youth sports and STEAM education in under resourced communities.

Kwik Goal

Kwik Goal

Kwik Goal, the Foundation’s Official Supplier for goals, seating, boundary equipment, training equipment and coaching accessories, will be supporting a variety of Foundation programs and initiatives including: Soccer for Success, National Training and the Safe Places to Play program. Over thirty years ago, Kwik Goal was founded on the revolutionary concept of providing transportable goals for coaches at all age levels. Since that time, Kwik Goal has continued to focus on helping coaches and soccer programs create safe and dynamic learning environments by supplying high quality, safety tested soccer goals, field equipment and training equipment to the domestic and international market. For more information, please visit Kwikgoal.com.

Miami Children's Trust

Miami Children's Trust

The Children’s Trust supports Soccer for Success programming in South Florida. The Children’s Trust is a dedicated source of revenue established by voter referendum to improve the lives of children and families in Miami-Dade County.

MLS WORKS

MLS WORKS

MLS WORKS, Major League Soccer’s community outreach initiative, is dedicated to addressing important social issues and serves as a platform for both League and club philanthropic programs. MLS WORKS seeks to establish Major League Soccer as a leader for improving the lives of people through sport. MLS WORKS is committed to improving the communities where we live and play our games by executing national programs and legacy projects, charitable giving campaigns, and undertaking various initiatives in underserved communities.

Musco

Musco

As a proud corporate partner of the U.S. Soccer Foundation, Musco is dedicated to helping the major charitable arm of American soccer create new opportunities through high-quality sports lighting. Their Total Light Control—TLC for LED™ technology is engineered as a system with lighting, structural, and electrical components designed to work together for streamlined installation and long-term reliability. TLC for LED delivers superior field lighting while eliminating glare and spill from impacting surrounding neighborhoods. And Musco’s long-term warranty covering parts and labor means U.S. Soccer Foundation partners don’t have to handle any maintenance on their system, or pay for it, for 25 years. Visit https://ussoccerfoundation.org/grants/ to learn more about the grant program and application process.

SCORE Sports

SCORE Sports

SCORE Sports, the preferred provider of shin guards to the Foundation’s Soccer for Success program, is a family-owned and operated business specializing in sports equipment, uniforms and apparel. SCORE is an industry leader and has been involved in the sports community for over 40 years. SCORE outfits athletes with high-quality uniforms that SCORE develops, designs and manufactures in the U.S. SCORE takes pride in working with various non-profit groups and causes to give back to athletes who may need some extra support to play the game they love. SCORE is environmentally cautious with the materials it uses for its products and does its part in minimizing our environmental footprint. SCORE proudly offers a wide variety of products to provide customers with a one-stop shop for all your soccer needs. For more information, please visit scoresports.com.

Soccer.com

Soccer.com

Soccer.com, the Foundation’s National Partner for Soccer Equipment and Uniforms, was founded in 1984 to provide high quality soccer gear at reasonable prices through its nationally circulated catalog. Soccer.com embodies a passion for the game that extends to the people who play, coach and support soccer. For more information, please visit soccer.com.

 

 

 

Target

Target

Target announced a national partnership with Safe Places to Play in 2017, along with a $6 million commitment to build 100 new soccer play spaces with the U.S. Soccer Foundation by 2020. This is the latest initiative in the Minneapolis-based retailer’s multi-dimensional approach to the sport of soccer, bringing the game to more kids and families across the country, and unlocking access and increasing involvement at all levels.

Telemundo

Telemundo

The U.S. Soccer Foundation and Telemundo are joining efforts to advance soccer as a means for helping children in underserved communities reach their full potential, including supporting the Foundation’s signature Soccer for Success youth program, which provides free or low-cost soccer programs during and after school at more than 250 sites nationally. Telemundo will also serve as the first official and exclusive Spanish-language media partner of the U.S. Soccer Foundation. For more information visit https://www.telemundo.com/el-poder-en-ti.

TGI Worldwide

TGI Worldwide

TGI Worldwide, the Foundation’s National Partner for Visual Branding (Signage, Event Décor, Pageantry, Sponsorship Activation), Perimeter Field Board Systems, Creative Services and Event Operations is proud to support a variety of initiatives and programs throughout the United States. Headquartered in the U.S., TGI is an internationally recognized sports marketing company delivering high profile Visual Branding, Live Event Management, LED, and cutting edge Digital Sports Applications to enrich the experience at major events and deliver commercial impact for sponsors and partners. The company has a 20-year history in providing its various solutions for many top-tier domestic and international events, organizations, teams and companies, with proven success and turn-key solutions across 1000+ events, 160+ cities and 50+ countries globally.

For more information on our services, please visit https://www.worldwidetgi.com or contact Mike Squire at msquire@worldwidetgi.com / Phone: 312-371-5852.

World Soccer Shop

World Soccer Shop

Launched in 2001, World Soccer Shop is an online soccer retailer based in Birmingham, Alabama. It carries one of the world’s widest selections of officially-licensed products from the sport’s top brands and teams. World Soccer Shop is passionate about soccer and endeavors to spread the beautiful game around the world, especially to those in areas of need. For more information, please visit www.worldsoccershop.com.

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