Lay’s is thrilled to announce its role as an Official Sponsor for the FIFA World Cup 2026™ and the FIFA Women’s World Cup 2027™. This exciting partnership builds on Lay’s previous successes as a Regional Supporter during the FIFA World Cup Qatar 2022™ and a Tournament Supporter for the FIFA Women’s World Cup 2023™.
What the Partnership Means
This collaboration brings Lay’s, a beloved snack brand, together with the FIFA World Cup, the premier global football event for men and women. The goal is to enhance the excitement of football and engage fans everywhere.
Steven Williams, CEO of Frito-Lay and Quaker North America, emphasized the brand’s commitment to uniting football fans through shared experiences.
“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,” says Steven Williams
Lay’s Engagement Plans
As an Official Sponsor, Lay’s will partner with popular brands like Doritos, Cheetos, Tostitos, and more to offer fans unique experiences, merchandise, and activities that bring them closer to the action.
“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,” says William
Tournament Highlights
- FIFA World Cup 2026™: The first World Cup featuring 48 teams, hosted by Canada, Mexico, and the United States.
- FIFA Women’s World Cup 2027™: Historic as the first tournament hosted in South America.
Special Fan Initiatives
Lay’s will introduce a “Fan of the Match” feature, recognizing passionate supporters at each game and providing them with unforgettable experiences.
Engaging Fans
Leading up to and during the tournaments, Lay’s will run special promotions in stores and online, display branding on LED boards at matches, and create memorable experiences at FIFA fan zones in host cities.
This partnership aims to deliver an exceptional football experience, enhancing fan engagement through exciting activities and rewards.
Read more: Fifa World Cup| Pat on Brands
