PepsiCo’s Frito-Lay Brand Lay’s Chips In With FIFA For Men’s, Women’s World Cups

By Barry Janoff

September 12, 2024: Following what it called “hugely successful” regional support for the FIFA 2022 Men’s Word Cup and tournament support for the FIFA 2023 Women’s World Cup, PepsiCo’s Frito-Lay North America brand Lay’s has signed a deal to expand its role to “official sponsor” for both the FIFA Men’s World Cup 26 and FIFA Women's World Cup 2027.

“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," Steven Williams, CEO of Frito-Lay and Quaker North America, said via the company.

"The Lay's brand has a long history of bringing fans together through a shared love for soccer, 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."

Financial terms of the agreement were not disclosed.

The FIFA Men’s World Cup 26 will be the first to include 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 (Brazil) for the first time.

The Men’s World Cup gives Lay’s and its sibling brands the opportunity to connect with consumers nationwide within its home territory.

"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 soccer culture,” Jane Wakely, chief consumer and marketing officer and chief growth officer, International Foods-Lay’s,” said via the brand.

“Soccer 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."

To support its expanded position, Lay’s said it would build upon its marketing from 2022 and 2023, led by the “No Lay's, No Game” platform, which include soccer icons Leo Messi, David Beckham and Thierry Henry.

Lay’s said that Mallory Swanson, a member of the U.S. Women’s National Team 2019 FIFA World Cup champions, 2024 Paris Olympics gold medal team and NWSL Chicago Stars, who previously partnered with Frito-Lay to “promote more visibility and resources for women in sports through initiatives like Cracker Jill,” will now work with Lay's in its efforts for the FIFA World Cup 2026.

"As a player, it's been incredible to witness the tremendous growth in fandom for the game within the U.S. and beyond as we head towards the next FIFA World Cup," said Swanson via Lay’s.

"I'm proud to team up with a brand like Lay's that not only brings so much joy to the soccer-viewing experience but is also part of a larger organization that has been a major champion of women's sports for many years."

As an official sponsor, Lay's, alongside a portfolio of food brands including Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa, said it would engage consumers with exclusive experiences, merchandise and consumer activation and at FIFA official fan zones across host cities.

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 media conference backdrops.

"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,” FIFA president Gianni Infantino said via the organization.

“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."

Back to Home Page