Lay's, a brand known for bringing people together for generations, is deepening its dedication to celebrating soccer fans by becoming an Official Sponsor of the FIFA World Cup 2026 and the FIFA Women's World Cup 2027.
As an Official Sponsor, Lay's, along with a renowned lineup of food brands such as Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa, will offer fans unprecedented access to the game through exclusive experiences, merchandise, consumer activations and more.
"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,” said Steven Williams, CEO of Frito-Lay and Quaker North America in an official statement. “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."
The FIFA World Cup 2026 will be the first edition to feature 48 teams and take place across three countries — Canada, Mexico and the United States. Meanwhile, the FIFA Women’s World Cup will make history in 2027 by being hosted in South America for the first time. With these landmark tournaments on the horizon, Lay's is embracing the excitement by celebrating soccer fans in new and unexpected ways.
The brand will set a new precedent at both events by honoring the "fan of the match" at every game, highlighting the passion and energy of those in the stands who bring the sport to life and providing them with unique, unforgettable experiences.
"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,” FIFA President Gianni Infantino said. “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."
Lay's has made a significant impact on soccer culture through initiatives like the "No Lay's, No Game" platform, creating viral moments with stars like David Beckham and Thierry Henry. Earlier this year, the duo captivated 75,000 fans with an epic stadium-wide hunt for Lay's. The brand also launched the memorable "Oh Lay's" campaign, reimagining the classic "Olé, Olé" chant with help from Lionel Messi.
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