Lay’s has announced its new role as an Official Sponsor of both the FIFA World Cup 2026 and the FIFA Women’s World Cup 2027. This partnership unites Lay’s, a leading global snack brand, with two of the world’s most significant sporting events. Lay’s, along with other brands in its portfolio such as Doritos, Cheetos, and Tostitos, will offer fans exclusive experiences, merchandise, and consumer activations during the tournaments.
The partnership builds on Frito-Lay’s prior involvement with FIFA, having served as a regional sponsor in 2022. Lay’s will continue its focus on connecting soccer fans by creating memorable moments during both tournaments. Steven Williams, CEO of Frito-Lay and Quaker North America, emphasized the brand’s long-standing commitment to soccer and its efforts to bring fans closer to the game.
FIFA President Gianni Infantino welcomed the expanded collaboration, noting that the partnership with Lay’s will enhance fan experiences for both the men’s and women’s World Cups. The FIFA World Cup 2026 will feature 48 teams and take place in Canada, Mexico, and the United States, while the FIFA Women’s World Cup 2027 will be held in South America for the first time.
A notable feature of Lay’s involvement will be the introduction of the “Fan of the Match” recognition, which will highlight passionate fans during each match. Lay’s will also promote the tournaments with a range of initiatives, including in-store and digital promotions. The brand will have a visible presence during the tournaments, with signage displayed on LED boards in stadiums and at press conferences.
Lay’s continues to support women in sports and has previously been a Tournament Supporter for the FIFA Women’s World Cup 2023 in the U.S., Mexico, Australia, and New Zealand. The brand also operates purpose-led initiatives such as Lay’s RePlay, which creates sustainable soccer pitches using repurposed chip bags.
2019 FIFA World Cup Champion Mallory Swanson, who has partnered with Lay’s to promote women’s sports, joined the announcement. Swanson praised the brand’s commitment to the soccer-viewing experience and its continued efforts to support women in the sport. Lay’s will continue to engage fans globally as excitement builds for the upcoming tournaments.