Japan Frito-Lay Announces Continuation of Official Sponsorship for Yokohama DeNA BayStars
Japan Frito-Lay will continue as an official sponsor of the Yokohama DeNA BayStars for the 2026 season, hosting new in-stadium events and selling limited products.
📋 Article Processing Timeline
- 📰 Published: May 16, 2026 at 01:00
- 🔍 Collected: May 15, 2026 at 16:32
- 🤖 AI Analyzed: May 15, 2026 at 19:17 (2h 45m after Collected)
Japan Frito-Lay Ltd. (Calbee Group, Headquarters: Koga City, Ibaraki Prefecture, Representative Director, Chairman and President: Hidenori Ishibe), which manufactures and sells snack foods centered on 'corn snacks', has concluded an official sponsorship agreement with the 'Yokohama DeNA BayStars' for the 2026 season, continuing from the 2025 season. Starting from the 2026 season, a new between-innings event, 'Doritos presents Giri-Giri! Stop Challenge!', will commence.
■ Background of continuing the official sponsorship of 'Yokohama DeNA BayStars'
With the aim of improving brand experience value through 'game watching x food experience' and further expanding the eating occasions for tortilla chips, we will continue our sponsorship activities with the 'Yokohama DeNA BayStars' in the 2026 season. Last season, we proposed a new watching experience and watching culture to baseball fans visiting the stadium through the sale of 'Doritos BayStars Nachos' and the Doritos parachute drop between-innings event. This season as well, we will continue to work together with the 'Yokohama DeNA BayStars' to further expand the enjoyment of fans and provide memorable experiences.
■ New between-innings event! 'Doritos presents Giri-Giri! Stop Challenge!'
Starting on Tuesday, May 12, 2026, a new fan-participatory between-innings event has begun after the bottom of the 3rd inning of games hosted by the 'Yokohama DeNA BayStars' held at Yokohama Stadium. It is a challenge to stop a rolling balloon play equipment, the 'Doritos Air Balloon' with the Doritos logo, at the very last moment so it doesn't get eaten by the team mascot 'Bart', who waits with his mouth wide open. Depending on where the air balloon stops, until the end of the bottom of the 5th inning, the sauce and tortilla chips of the 'BayStars Nachos' sold at 'Café Victory Court' will be increased and sold. Please enjoy watching the game while cheering for the challenger and eating 'BayStars Nachos'.
■ What is 'BayStars Nachos'?
'BayStars Nachos' is a Yokohama Stadium-exclusive product featuring tortilla chips topped with a spicy salsa full of chunky vegetables and a rich and savory cheese sauce. Please take this opportunity to enjoy it, as there is a chance to get extra sauce or tortilla chips. You can also take home the helmet container as a memory of watching the game.
Price
1,100 yen (tax included)
Sales Location
Café Victory Court
Remarks
Due to limited quantities, it may end as soon as it runs out.
■ About 'Doritos'
Under the brand message 'FOR THE BOLD, stronger and richer', 'Doritos' is the world's NO.1 (*1) tortilla chip brand launched in the United States in 1966 by Frito-Lay, one of the world's largest snack manufacturers. It was launched in Japan in 1987 and established the tortilla chip category in the Japanese snack market. It is a tortilla chip characterized by a uniquely crispy texture and savory flavor, made by baking original dough of finely ground whole corn rolled out thinly, and then frying it in oil.
'Doritos' Brand Page: https://www.fritolay.co.jp/ourbrands/doritos/
(*1) Survey by Euromonitor International; Snack Foods 2026 Edition; based on the company's definition of tortilla chips; Brand Share (%); 2025 total retail sales
■ About Japan Frito-Lay
Our company was established in 1957 as Japan's first popcorn manufacturing and sales company. After becoming a joint venture between PepsiCo and a Japanese company, it became a 100% subsidiary of PepsiCo in 1990. In the same year, the company name was changed to Japan Frito-Lay Ltd. Since 2009, it has been a wholly-owned subsidiary of Calbee, Inc. up to the present.
With 'Mike Popcorn', 'Doritos', and 'Cheetos' as our core products, we have acquired the NO.1 (*2) share in the corn snack market category.
Official Website: https://www.fritolay.co.jp/
(*2) Intage SRI+ Corn Snack Market April 2024 - March 2025 Cumulative Sales Amount
■ Background of continuing the official sponsorship of 'Yokohama DeNA BayStars'
With the aim of improving brand experience value through 'game watching x food experience' and further expanding the eating occasions for tortilla chips, we will continue our sponsorship activities with the 'Yokohama DeNA BayStars' in the 2026 season. Last season, we proposed a new watching experience and watching culture to baseball fans visiting the stadium through the sale of 'Doritos BayStars Nachos' and the Doritos parachute drop between-innings event. This season as well, we will continue to work together with the 'Yokohama DeNA BayStars' to further expand the enjoyment of fans and provide memorable experiences.
■ New between-innings event! 'Doritos presents Giri-Giri! Stop Challenge!'
Starting on Tuesday, May 12, 2026, a new fan-participatory between-innings event has begun after the bottom of the 3rd inning of games hosted by the 'Yokohama DeNA BayStars' held at Yokohama Stadium. It is a challenge to stop a rolling balloon play equipment, the 'Doritos Air Balloon' with the Doritos logo, at the very last moment so it doesn't get eaten by the team mascot 'Bart', who waits with his mouth wide open. Depending on where the air balloon stops, until the end of the bottom of the 5th inning, the sauce and tortilla chips of the 'BayStars Nachos' sold at 'Café Victory Court' will be increased and sold. Please enjoy watching the game while cheering for the challenger and eating 'BayStars Nachos'.
■ What is 'BayStars Nachos'?
'BayStars Nachos' is a Yokohama Stadium-exclusive product featuring tortilla chips topped with a spicy salsa full of chunky vegetables and a rich and savory cheese sauce. Please take this opportunity to enjoy it, as there is a chance to get extra sauce or tortilla chips. You can also take home the helmet container as a memory of watching the game.
Price
1,100 yen (tax included)
Sales Location
Café Victory Court
Remarks
Due to limited quantities, it may end as soon as it runs out.
■ About 'Doritos'
Under the brand message 'FOR THE BOLD, stronger and richer', 'Doritos' is the world's NO.1 (*1) tortilla chip brand launched in the United States in 1966 by Frito-Lay, one of the world's largest snack manufacturers. It was launched in Japan in 1987 and established the tortilla chip category in the Japanese snack market. It is a tortilla chip characterized by a uniquely crispy texture and savory flavor, made by baking original dough of finely ground whole corn rolled out thinly, and then frying it in oil.
'Doritos' Brand Page: https://www.fritolay.co.jp/ourbrands/doritos/
(*1) Survey by Euromonitor International; Snack Foods 2026 Edition; based on the company's definition of tortilla chips; Brand Share (%); 2025 total retail sales
■ About Japan Frito-Lay
Our company was established in 1957 as Japan's first popcorn manufacturing and sales company. After becoming a joint venture between PepsiCo and a Japanese company, it became a 100% subsidiary of PepsiCo in 1990. In the same year, the company name was changed to Japan Frito-Lay Ltd. Since 2009, it has been a wholly-owned subsidiary of Calbee, Inc. up to the present.
With 'Mike Popcorn', 'Doritos', and 'Cheetos' as our core products, we have acquired the NO.1 (*2) share in the corn snack market category.
Official Website: https://www.fritolay.co.jp/
(*2) Intage SRI+ Corn Snack Market April 2024 - March 2025 Cumulative Sales Amount