FIFA: Lay's (snacks, PepsiCo) official sponsor of the 2026 World Cup & the Women's World Cup 2027

Lay's, a crisps brand belonging to the American group PepsiCo, has expanded its sponsorship agreement with FIFA to become an official sponsor of the 2026 World Cup (co-hosted by the United States, Canada and Mexico from 11/06 to 19/07/2026) and the Women's World Cup 2027 (in Brazil), announced the international federation on 12/09/2024.

Frito-Lay, the brand's parent company, first became a regional supporter (for North America) of the 2022 World Cup in Qatar, before featuring as an official supporter of the Women's World Cup 2023 in Australia and New Zealand. As part of the expanded agreement, "Lay’s, alongside an iconic portfolio of food brands, including Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa, will bring fans closer to the game than ever before with exclusive experiences, merchandise, consumer activations and more."

Lay's will notably "recognise and reward the “Fan of the Match” at every match, 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…