FIFA expands Lay’s partnership

The Fédération Internationale de Football Association (FIFA), the world football-governing body, has extended its partnership agreement with PepsiCo brand Lay’s, which will now take up the role of an Official Sponsor for the 2026 World Cup and the 2027 Women’s World Cup.

Lay’s, along with its sub-brands Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker, and Gamesa, will enjoy prominent branding at FIFA events while also hosting various fan engagement activities.

Lay’s will have branding on the LED displays inside stadiums, press conference backdrops, and fan zones. It will also be the official presenter of the “Fan of the Match” award at each game. 

Lay’s also partnered with FIFA for the 2022 World Cups and the 2023 Women’s World Cup. 

Also read: FIFA Partners and Sponsors

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.“