Frito Lay is supporting scoring and setting goals.

The PepsiCo Foods snack brand is paying homage to Canadian footballing legend Christine Sinclair as part of Frito Lay’s “Play Loud,” a multi-year campaign which it says uses the “bold, joyful energy” of its brands to amplify and celebrate the country’s best athletes.

Sinclair, who recently announced her retirement, will be fêted in her last game in Vancouver with a video tribute highlighting her trailblazing career, and the brand rolling out an anthem video thanking the soccer star for her unwavering commitment to sports nationwide.

In recognition of Sinclair’s all-time international goal-scoring record of 190 goals, Frito Lay Canada asked 190 young female players from coast to coast to share their own 190 future goals. These goals will be showcased in 190 ads strategically placed across the country, creating what the CPG says is a a powerful visual representation of the impact and potential of young female athletes.

“This ‘Play Loud’ initiative goes beyond celebration, it’s a commitment to empower the next generation of women in sport,” says Jess Spaulding, chief marketing officer at PepsiCo Foods Canada.

“We recognize the profound impact that female athletes like Christine can have on inspiring young girls to dream big and achieve greatness. Our hope is to create a ripple effect, fostering a future where every girl can thrive.”

The CPG is targeting mainstream sports fans through OOH and DOOH installments in high-traffic areas across Canada, as well as digital site-direct banners, organic social and paid digital media, print media, and BC Place stadium signage. BC Place, the venue hosting tomorrow’s friendly between Canada and Australia, will be renamed Christine Sinclair Place for the night, honoring the player who’s represented her country 330 times.

As part of this partnership, Frito Lay Canada is helping to expand the capabilities of the Women’s Sports Foundation, a non-profit that strives to make sport more accessible to women and girls. Edelman is providing PR support.

This fall, Frito Lay tapped Sinclair to promote its Cracker Jill, the gender-shifted version of Cracker Jacks, a special, national limited time offer offer. The LTO was also linked Frito Lay Canada brand’s “Play Loud” commitment to support and celebrate female sport, and was also a partnership with WSF.

In 2022, Frito Lay linked itself to Canadian soccer fandom during the World Cup.

PepsiCo Foods Canada, with a brand portfolio that includes Lay’s, Doritos, Tostitos, Ruffles, Smartfood and Cheetos, is comprised of the Frito Lay Canada and Quaker Canada businesses.