The PepsiCo megabrand, Lay’s, has been onboarded as the Official Sponsor for both the FIFA World Cup 26 and the FIFA Women’s World Cup 2027.
As Official Sponsor, Lay’s, alongside a diverse portfolio of food brands, including Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa, will bring fans closer to the game with exclusive experiences, merchandise, consumer activations and more.
As per Frito-Lay North America, Lay’s is joining the hype by rewarding soccer fans in new and unexpected ways. The brand will break new ground at both tournaments by recognising and rewarding the “Fan of the Match” at every match, spotlighting those in the stands whose passion and energy bring the beautiful game to life, and providing them with one-of-a-kind experiences.
It highlighted that Lay’s has established a strong legacy with FIFA and the world of soccer fandom. The brand has led massive culture-defining initiatives, including the ‘No Lay’s, No Game’ platform, which has created viral moments with soccer players like David Beckham and Thierry Henry. The legendary duo, earlier this year, stunned an entire stadium of 75,000 cheering fans as they orchestrated a hunt for Lay’s. The brand additionally launched the ‘Oh Lay’s’ campaign which took the traditional “Olé, Olé, Olé, Olé” mantra and put a Lay’s twist on it with the help of Lionel Messi.
Lay’s also deepened its support for women in sports by becoming Tournament Supporter in the USA, Mexico, Australia, and New Zealand for the FIFA Women’s World Cup Australia and New Zealand 2023.
Moreover, Lay’s has continued its commitment to football at the community level, mobilising the power of the game to create positive impact and drive purpose-led initiatives including Lay’s RePlay, which creates sustainable football pitches partially made of reused chip bags alongside educational programming.
Joining Lay’s in this announcement is 2019 FIFA World Champion Mallory Swanson. Over the years, Swanson has partnered with Frito-Lay to promote more visibility and resources for women in sports through initiatives like Cracker Jill, and now is teaming up with Lay’s to drive excitement for soccer’s next big moment: FIFA World Cup 2026.
Additionally, Lay’s, and the full portfolio of food brands, will engage fans on a global scale via in-store and digital promotions leading up to the FIFA World Cup 26 and the FIFA Women’s World Cup 2027. The brands will also be prominently featured on the pitch at every match through LED stadium display board exposure and press conference backdrops. Going beyond the stadiums, Lay’s and the food portfolio will deliver immersive consumer experiences at FIFA official fan zones across host cities.
The FIFA World Cup 26 will be the first edition to feature 48 teams and to be hosted across three countries, Canada, Mexico and the United States, while the FIFA Women’s World Cup will be held in South America for the first time in 2027.
“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. The Lay’s brand has a long history of bringing fans together through a shared love for soccer, 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,” Steven Williams, CEO of Frito-Lay and Quaker North America, said.
On announcing the deal, FIFA President Gianni Infantino said, “We’re delighted to extend this partnership with Lay’s and strengthen our collaboration as we head into a historic period for FIFA and the wider soccer community. 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.”
Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods– Lay’s added, “Partnering with FIFA marks a significant milestone for our business and ambition to embed Lay’s and our extended portfolio of food brands deeper into soccer culture. Soccer is one of the world’s biggest passion points, and this historic partnership allows us to bring the excitement and reach of the FIFA World Cup and the FIFA Women’s World Cup together with the joy and fun of our iconic brands across the world.”
Romy Gai, FIFA’s Chief Business Officer, added, “The growth of Frito-Lay as a trusted partner of FIFA has been brilliant to see and we’re excited about where we can take this collaboration next as it goes truly global. The FIFA World Cup and FIFA Women’s World Cup are going to be bigger than ever, and Lay’s will be a central part of how fans all over the world enjoy and experience the action.”
“As a player, it’s been incredible to witness the tremendous growth in fandom for the game within the U.S. and beyond as we head towards the next FIFA World Cup. I’m proud to team up with a brand like Lay’s that not only brings so much joy to the soccer-viewing experience but is also part of a larger organisation that has been a major champion of women’s sports for many years,” Swanson said.
