Fifa and Lay’s extend their partnership as an official sponsor of both the 2026 World Cup and 2027 Women’s World Cup. The deal covers brands including Lay’s, Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa.
The exciting new partnership brings together two titans – the world’s favourite crisp brand and the world’s biggest and most popular single-sporting events for men and women – to spread the joy of the beautiful game to millions of fans worldwide.
On announcing the deal, FIFA President Gianni Infantino said: “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.”
Steven Williams, chief executive 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 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.”
Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods – Lay’s added: “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.”
