September 13 – Lay’s have deepened their partnership with global governing body FIFA, signing up as a sponsor for the 2026 World Cup and the 2027 Women’s World Cup.
The snacks brand was a regional sponsor of the 2022 World Cup in Qatar and a tournament sponsor of the 2023 Women’s World Cup. Under the new agreement, Lays becomes a global sponsor.
Lay’s brands include Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa. No detail has been given as to which brands will activate the sponsorship
FIFA president Gianni Infantino said: “After being involved in the last FIFA World Cup and FIFA Women’s World Cup, we’re proud that Lay’s has shared in our trust, vision and ideas for the development of the global game and has joined us on this journey into the future. Together, we will create special experiences for fans worldwide.”
The two tournaments are expected to be FIFA’s biggest-ever with the United States, Mexico and Canada hosting the first edition of a 48-team global finals in 2026 and Brazil seeking to emulate the success of the last Women’s World Cup a year later. Lay’s will enjoy exposure on the LED boards in stadiums and during press conferences. The terms of the deal were not disclosed.
“Joining FIFA as a regional sponsor in 2022 was a landmark moment for Frito-Lay, and we’re incredibly proud to have laid the groundwork for the next step of making our partnership global,” said Steven Williams, CEO of Frito-Lay and Quaker North America.
“The Lay’s brand has a long history of bringing fans together through a shared love for the game, and we look forward to creating even more iconic moments as we continue to use our brands to unite and inspire FIFA World Cup and FIFA Women’s World Cup fans all over the world.”
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