Contract details
Start date:
Status:
2022
Official sponsor
Leagues and Tournaments:
A Historic Partnership: Frito-Lay’s Role in FIFA Tournaments
In 2022, Frito-Lay made history as the first-ever salty snack brand to collaborate with FIFA for the FIFA World Cup Qatar 2022. Now, Lay’s is taking its partnership with FIFA to the next level by becoming an Official Sponsor for both the FIFA World Cup 2026 and FIFA Women’s World Cup 2027. This new agreement extends Frito-Lay’s involvement from its successful role as a Regional Supporter during the FIFA World Cup Qatar 2022 and a Tournament Supporter at the FIFA Women’s World Cup 2023, marking a global expansion of its sponsorship efforts.
Building on FIFA’s Global Stage: The Perfect Partnership
Lay’s, along with other iconic brands from the Frito-Lay portfolio such as Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker, and Gamesa, is now part of the action at two of the world’s most prestigious and popular sporting events.
Fan Engagement: Unique Experiences and Exclusive Activation
As an Official Sponsor, Lay’s will offer football fans more than just snacks. The brand will bring fans closer to the game than ever before through exclusive experiences, limited-edition merchandise, and consumer activations. The FIFA World Cup 2026, set to be the first edition with 48 teams and hosted across Canada, Mexico, and the United States, will see Lay’s lead the way in fan interaction. The FIFA Women’s World Cup 2027, marking the first time the tournament will be held in South America, will also feature Lay’s exciting new initiatives.
Lay’s plans to break new ground by recognizing the “Fan of the Match” at every game, honoring those in the stands whose passion and energy contribute to the electrifying atmosphere of each match. These fans will be rewarded with one-of-a-kind experiences, making them feel like true VIPs at the world’s biggest football events.
Global Promotions and Immersive Fan Experiences
In addition to in-game recognitions, Lay’s and its partner brands will engage fans worldwide through in-store promotions and digital activations leading up to both FIFA World Cup 2026 and FIFA Women’s World Cup 2027. Lay’s will be visible across various FIFA platforms, including LED stadium display boards and press conference backdrops, ensuring global brand exposure at every match.
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