2026 World Cup: Lay’s activates FIFA partnership with 40 flavours inspired by participating countries

Lay's has activated its partnership with FIFA and launched 40 limited‑edition potato chip flavours inspired by the countries of the teams competing in the 2026 World Cup, the PepsiCo brand announced on 21/04/2026.

"70% of Americans say they bring Lay's when gathering to watch a big game or sporting event," according to a survey conducted by the American brand. Ahead of 2026 World Cup, Lay's is therefore launching three flavours in the United States (one of the tournament's three host countries, alongside Mexico and Canada, where 71 of the 104 matches will be played), and is tailoring its product range to other geographical markets, with recipes inspired by regional dishes from North America, South America, Europe, Africa and Asia.

Frito-Lay, the brand's parent company, first became a regional supporter (for North America) of the 2022 World Cup in Qatar, before serving as an official supporter of the Women's World Cup 2023 in Australia and New Zealand. Lay's subsequently expanded its partnership with FIFA to become one of the 10 official sponsors of the 2026 World Cup, on 12/09/2024…