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Michael Bay took one look at the upcoming World Cup and decided it needed something:
We’re still four years away from the United States, Mexico and Canada hosting the World Cup in 2026, but Frito-Lay brought in the bombastic film director to help translate the world’s game into American. As the event’s “first-ever salty-snack brand sponsor,” Frito-Lay allowed Bay to be similarly salty about much of the rest of the globe’s insistence on calling it football instead of soccer.