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Home » Media » Press Releases » The Lay's® Brand Scores Partnership with Canada's Newest NHL Team - the Winnipeg Jets

The Lay's® Brand Scores Partnership with Canada's Newest NHL Team - the Winnipeg Jets

The Lay's® brand launches new Hometown Heroes campaign in conjunction with their Winnipeg Jets sponsorship

WINNIPEG, Sept. 28, 2011 /CNW/ - Hockey is one of Canada's greatest national past times, a sport that connects Canadians from coast-to-coast through their hometown pride, favourite hockey jerseys and passion for the game. Also deeply rooted in Canadian culture is the Lay's brand.  Having worked with local farmers from across the country to produce potato chips made from homegrown potatoes for over 25 years, PepsiCo Foods Canada through its Lay's brand has been a longtime, proud supporter of Canadian traditions and communities. The company is now thrilled to be celebrating its next step in supporting Canadiana by announcing an exciting partnership with Canada's newest NHL team, as the official potato chip of the Winnipeg Jets!

"As a hockey-loving nation, I know I speak for a great many Canadians when I say how proud we are to welcome the Winnipeg Jets into the Canadian sports arena," says Jason McDonell, vice-president of marketing, PepsiCo Foods Canada. "Teaming up with the Winnipeg Jets was a natural and obvious fit for us - two brands who value hometown pride and enjoy supporting Canadian communities."

"We couldn't be happier to have Lay's on board as the official potato chip sponsor of the Winnipeg Jets," says Jim Ludlow, president and CEO, True North Sports & Entertainment.  "This is a very exciting partnership opportunity for our organization and we look forward to working with Lay's over the next five years to bring our fans a lot of fun and enhanced home game experiences."

Do you know a Hometown Hero?

The Winnipeg Jets are destined to make this a winning season and become hometown heroes for the province. It is in this spirit that PepsiCo Foods Canada through its Lay's brand has launched 'Hometown Heroes' - a year-long campaign that recognizes and celebrates local individuals who make a positive impact on their community.

Beginning September 28, Manitobans are encouraged to nominate their Hometown Hero by visiting  A selected nominee will receive a pair of coveted tickets to a Winnipeg Jets home game, as well as formal recognition during the Lay's Hometown Hero in- arena activation. The Lay's brand hopes to recognize a Hometown Hero at each home game - that's 41 Hometown Heroes throughout the 2011-2012 hockey season. All Manitobans are encouraged to share their hometown pride during this inaugural year for the Jets.

About Lays-Jets Partnership

The Lay's brand partnership with the Winnipeg Jets is an exclusive five year deal that runs until the end of the 2015-2016 NHL hockey season. Fans will be able to enjoy Lay's potato chips at the Winnipeg MTS Centre while cheering for their hometown team on the ice.

PepsiCo Foods Canada through its Lay's brand is proud to be a sponsor of the Winnipeg Jets and looks forward to a promising partnership ahead.

About Lay's

Lay's potato chips are Canada's favourite potato chip brand, leading the market share in all Canadian regions.  Lay's is one of PepsiCo Canada's flagship brands.  For more information, please visit

About PepsiCo Canada

PepsiCo's businesses in Canada are organized into two business units.  PepsiCo Foods Canada includes Frito Lay Canada and the Quaker Foods and Snacks business.  PepsiCo Beverages Canada includes Pepsi-Cola Canada, Gatorade and Tropicana.  For more information, please visit

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit

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