Lay’s announced that the company is becoming an official sponsor of both the FIFA World Cup 26™ and FIFA Women’s World Cup 2027™. From what is understood, this move marks a global extension of Frito-Lay’s role as a regional supporter during the FIFA World Cup Qatar 2022™ and as a tournament supporter at the FIFA Women’s World Cup 2023™.
“Thrilled that Lay’s and our foods portfolio are now Official Sponsors of both the FIFA World Cup 2026™ – Canada, Mexico and the United States and the FIFA Women’s World Cup™ 2027. Together, we’re going to bring smiles to football fans around the world, taking them closer to the game than ever before with new ways to watch, cheer, and – of course – snack. Which team will you be rooting for?” Ramon Laguarta, chairman and chief executive officer, PepsiCo, said.
As the official sponsor, Lay’s and its family of brands—including Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker, and Gamesa—are set to bring fans closer to the game than ever before through unique experiences, exclusive merchandise, interactive consumer activations, and more.
“I am delighted to welcome Lay’s as an official sponsor of the FIFA World Cup 2026 and the FIFA Women’s World Cup 2027! We will be making history together delivering unparalleled fan experiences at the greatest FIFA World Cup ever in 🇨🇦 Canada, 🇲🇽 Mexico and the 🇺🇸 US, followed by 🇧🇷 Brazil hosting very first FIFA Women’s World Cup in South America the year after,” Gianni Infantino, president, FIFA, said.
Reportedly, as a part of the deal, the brand will feature on the pitch at every match through LED stadium display board exposure and press conference backdrops. Going beyond the stadiums, Lay’s and its food portfolio will deliver immersive consumer experiences at FIFA official fan zones across host cities.
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