Lay’s, a beloved global potato chip brand under Pepsico, has solidified its relationship with FIFA, the governing body of football, by becoming an official sponsor for the FIFA World Cup 2026 and the FIFA Women’s World Cup 2027.
This marks a substantial expansion of its existing partnership, following successful involvement as the regional supporter during the FIFA World Cup Qatar 2022 and a tournament supporter at the FIFA Women’s World Cup 2023.
As an official sponsor, Lay’s will enjoy increased global visibility, aligning itself with two of the most prestigious sporting events in the world. This partnership underscores the brand’s commitment to celebrating football fandom and bringing people together through the shared love of the game.
The announcement coincides with two historic milestones for FIFA: the largest FIFA World Cup ever to be held and the inaugural South American FIFA Women’s World Cup. Lay’s will be at the forefront of these momentous occasions, offering fans unique experiences and activations that will enhance their enjoyment of the tournaments, alongside an iconic portfolio of food brands, including Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa.
FIFA President Gianni Infantino expressed his delight in extending the partnership with Lay’s, stating, “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 football 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.”
Steven Williams, CEO of Frito-Lay and Quaker North America, said, “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 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.”
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 football culture. Football 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, continued, “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.”
In addition to its global presence, Lay’s will play a prominent role in both tournaments by featuring on stadium displays, press conference backdrops, and fan zones. Additionally, the brand will recognize and reward the “Fan of the Match” at every game, highlighting the passion and energy of football supporters.
The FIFA World Cup 2026 is expected to generate a significant $11 billion for FIFA, with the hospitality program playing a key role. Partnering with established brands like Bank of America, Aramco, Visa, Qatar Airways and McDonald’s further strengthens the tournament’s financial muscle.
With its global reach and iconic brand recognition, Lay’s is poised to make a significant impact on the FIFA World Cup 2026 and FIFA Women’s World Cup 2027. Fans can anticipate exciting initiatives, including the opportunity to win prizes, engage in special events, and immerse themselves in the vibrant atmosphere of these world-class competitions.