FIFA has extended the partnership with Pepsico’s brand Lay’s who will now take up the role of an Official Sponsor for the FIFA World Cup 2026 and the FIFA Women’s World Cup 2027. Lay’s along with their brands, Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa will get prominent branding at the events and will also host various fan engagement activities. Lay’s will have branding on the LED stadium displays, press conference backdrops and fan zones as well. They will also present the ‘Fan of the Match’ award at each game.
Lay’s has already partnered with FIFA for the Men’s World 2022 and the Women’s World Cup 2023.
Gianni Infantino, President, FIFA, commented,
“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.”
Steven Williams, CEO of Frito-Lay and Quaker North America, added,
“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.”
Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods – Lay’s, stated,
“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, said,
“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.”
Mallory Swanson, stated,
“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.”
Leave a Reply