Under a new partnership with FIFA, Lay’s, an iconic portfolio of food brands including Doritos, Cheetos, Tasali, Quaker and more, will serve as the Official Sponsor of both the FIFA World Cup 26 and FIFA Women’s World Cup 2027.

Building on Frito-Lay’s successful role as Regional Supporter during the FIFA World Cup Qatar 2022 and Tournament Supporter at the FIFA Women’s World Cup 2023, Lay’s will bring fans closer to the game than ever before with exclusive experiences, merchandise, consumer activations and more.

“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,” said Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods – Lay’s.

“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.”

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 soccer 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 FIFA World Cup 26 will be the first edition to feature 48 teams and to be hosted across three countries – Canada, Mexico, and the United States – 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 at both tournaments 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, and the full portfolio of food brands, will engage fans on a global scale via in-store and digital promotions leading up to the FIFA World Cup 26 and the FIFA Women’s World Cup 2027.

The brands will also be prominently featured on the pitch at every match through LED stadium display board exposure and press conference backdrops.

Going beyond the stadiums, Lay’s and the iconic food portfolio will deliver immersive consumer experiences at FIFA official fan zones across host cities.

Lay’s, in addition to the brand’s established legacy with FIFA, 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.

In addition to Lay’s ongoing and extended relationship with FIFA, the brand has continued 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, which creates sustainable football pitches partially made of reused chip bags alongside educational programming. – TradeArabia News Service