LAY’S NAMED OFFICIAL SPONSOR OF FIFA WORLD CUP 26™ & FIFA WOMEN’S WORLD CUP 2027™

LAY’S NAMED OFFICIAL SPONSOR OF FIFA WORLD CUP 26™ & FIFA WOMEN’S WORLD CUP 2027™

By Jason Pena

Lay’s, the iconic chip brand, just scored big, announcing its new partnership as the Official Sponsor for both the FIFA World Cup 2026™ and the FIFA Women’s World Cup 2027™. The deal brings together two global giants—Lay’s and the biggest soccer tournaments on the planet. With this new sponsorship, fans can expect exclusive experiences, limited-edition merchandise, and more ways to connect with their favorite game.

“Teaming up with FIFA back in 2022 was a game-changer for us,” said Frito-Lay North America CEO, Steven Williams. “Now, we’re taking it to the next level with a global partnership. Lay’s has always brought people together through soccer, and this new chapter will help create even more iconic moments for fans worldwide.”

FIFA President Gianni Infantino echoed the excitement. “We’re thrilled to extend our partnership with Lay’s as we head into a historic period for FIFA. Lay’s has proven to be a trusted partner, and we can’t wait to continue creating special experiences for fans around the world.”

With the FIFA World Cup 2026™ featuring 48 teams across three host countries—Canada, Mexico, and the U.S.—and the FIFA Women’s World Cup 2027™ headed to South America for the first time, Lay’s will be right in the thick of the action. Fans will see the brand up close with features like the “Fan of the Match” at every game, recognizing the most passionate supporters in the stands. These lucky fans will be rewarded with once-in-a-lifetime experiences.

Lay’s has already made its mark on the soccer world with memorable campaigns like “No Lay’s, No Game,” which featured soccer legends David Beckham and Thierry Henry. And earlier this year, they launched the “Oh Lay’s” campaign, a fun twist on the iconic soccer chant “Olé, Olé” with help from none other than Lionel Messi.

But it’s not just about the men’s game. Lay’s has also been a vocal supporter of women in sports. The brand was a major backer of the FIFA Women’s World Cup Australia & New Zealand 2023™, and it continues to champion female athletes, with the likes of 2019 FIFA World Champion Mallory Swanson partnering with Frito-Lay to promote visibility and resources for women’s sports.

“As a player, it’s been amazing to watch soccer grow in the U.S. and beyond,” Swanson said. “I’m proud to team up with a brand like Lay’s that’s not only enhancing the fan experience but also pushing for more support in women’s sports.”

Fans can expect to see Lay’s and its family of brands like Doritos, Cheetos, and Tostitos all over the FIFA World Cup 2026™ and FIFA Women’s World Cup 2027™. From in-store promotions to digital campaigns and LED displays on the pitch, Lay’s will be impossible to miss.