This marks a global extension of 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™, says Lay's. 

The exciting new partnership brings together two titans — the world's favourite chip brand and the world's biggest and most popular single sporting event for men and women — to spread the joy of the beautiful game to millions of fans worldwide, says the brand. 

As an Official Sponsor, Lay's says that it will bring fans closer to the game than ever before with exclusive experiences, merchandise, consumer activations and more.

Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer of International Foods of Lay's, says, "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," adds Wakely.

FIFA President Gianni Infantino says, "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."

Infantino adds, "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 FIFA World Cup 26™ will be the first edition to feature 48 teams and to be hosted across three countries — the United States, 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 says that it is joining the hype by rewarding football fans in new and unexpected ways. The brand will break new ground in 2026 by recognising 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 says that it 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 and 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, says the brand.

"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's 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," adds Williams. 

In addition to Lay's established legacy with FIFA, the brand says that it has also led massive football culture-defining initiatives. These include:

  • the 'No Lay's, No Game' platform, which has created viral moments with 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 Lionel Messi. 

Romy Gai, FIFA's Chief Business Officer, says, "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."

The brand says that it is also continuing its commitment to football at the community level, mobilising the power of the game to create a 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.  

Gai concludes, "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."

For more information, visit www.lays.com. You can also follow Lay's on Facebook, X, or on Instagram. 

*Image courtesy of contributor