Lay’s announces official sponsorship of the Fifa World Cup 26 and Fifa Women’s World Cup 2027
Lay’s has announced its official sponsorship of the Fifa World Cup 26 and Fifa Women’s World Cup 2027, extending Frito-Lay's successful role as a regional supporter during the Fifa World Cup Qatar 2022 and as a tournament supporter at the Fifa Women’s World Cup 2023.
Lay’s has announced its official sponsorship of the Fifa World Cup 26 and Fifa Women’s World Cup 2027 (Image supplied)
“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,” says Steven Williams, CEO of Frito-Lay and Quaker North America.
“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.”
Rewarding fans in new ways
The Fifa World Cup 26 will be the first edition to feature 48 teams and to be hosted across three countries – the US, Mexico and Canada – while the Fifa Women’s World Cup will be held in South America for the first time in 2027.
With the two tournaments set to make history, Lay’s is joining the hype by rewarding football fans in new and unexpected ways.
The brand will break new ground in 2026 by recognizing and rewarding the 'Fan of the Match' at every match, spotlighting those in the stands whose passion and energy bring the beautiful game to life, and providing them with one-of-a-kind experiences.
Additionally, Lay’s will engage fans on a global scale via in-store and digital promotions leading up to the Fifa World Cup 2026 and the Fifa Women’s World Cup 2027.
The brand will also be prominently featured on each pitch during every match through LED Field Board exposure, press conference backdrops as well as products sold across concession stands.
Going beyond the stadiums, Lay’s and the iconic food portfolio will deliver immersive consumer experiences at Fifa Official fan zones across hosting cities.
In addition to Lay’s established legacy with Fifa, the brand has also led massive football culture-defining initiatives.
These include the No Lay’s, No Game platform, which has created viral moments with mega-stars like David Beckham and Thierry Henry, and the instantly iconic Oh Lay’s campaign which took the traditional “Olé, Olé, Olé, Olé” mantra and put a Lay’s twist on it with the help of the G.O.A.T., Lionel Messi.
Football is one of the world's biggest passion points
Jane Wakely, chief consumer and marketing officer and chief growth officer, International Foods – Lay’s adds, “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.”
Fifa president, Gianni Infantino, adds: “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.”
The brand is also continuing its commitment to football at the community level, mobilising the power of the game to create positive impact and drive purpose-led initiatives including Lay’s RePlay.
This programme brings joy to deserving communities by creating sustainable football pitches partially made of reused chip bags in tandem with educational programming.
