RAISE, Selected as Global Official Sponsor for 2026 World Cup and 2027 Women's World Cup

On the 14th, American confectionery company Frito-Lay announced that its brand Lay’s has been selected as the global official sponsor of the 2026 FIFA World Cup™ and the 2027 FIFA Women’s World Cup™.

Frito-Lay is a company that produces globally beloved snack products such as Lay’s potato chips, Doritos, Cheetos, Tostitos, Ruffles, and Cracker Jack.

Frito-Lay made a great success as a regional sponsor at the 2022 FIFA World Cup Qatar™ and as a tournament sponsor at the 2023 FIFA Women’s World Cup™, stepping up to become a global sponsor.

With its selection as the global official sponsor for the 2026 and 2027 World Cups, Lay’s will expand its global sponsorship by celebrating fans’ passion for soccer alongside its iconic brand portfolio including Doritos, Cheetos, Tostitos, and Ruffles.

Steven Williams, CEO of Frito-Lay and Quaker North America, said, “Participating as a regional sponsor at the 2022 FIFA World Cup™ was a significant moment for Frito-Lay and served as a stepping stone to expand this partnership globally. The Lay’s brand has long united fans through a love of soccer, and we look forward to creating iconic moments that further unite and inspire FIFA World Cup™ and FIFA Women’s World Cup™ fans.”

As the global official sponsor of the World Cup, Lay’s aims to celebrate the soccer fandom that has brought people together for decades, combining the world’s most beloved snack brand with the most popular sports event to deliver the joy of soccer to millions of fans worldwide.

In 2026, Lay’s and its brand portfolio will select a “Fan of the Match” at every game, bringing the passion and energy of soccer to life inside the stadium and providing those fans with special experiences.

Additionally, at the 2026 FIFA World Cup™ and 2027 FIFA Women’s World Cup™, Lay’s will promote its brand through various channels such as LED field boards inside stadiums, press conference backdrops, and products sold at concession stands. It will also engage consumers worldwide through promotions at stores selling Lay’s products and digital events.

Jane Wakely, Chief International Food Officer and Chief Marketing Officer of Lay’s, explained, “Our partnership with FIFA is a significant milestone for our business, and we want to embed our brand more deeply into soccer culture. Through this historic partnership, we will deliver the excitement and passion of the World Cup to the world alongside the joy of the iconic Lay’s brand.”

Romy Gai, FIFA’s Head of Business, added, “We are delighted to extend our partnership with Lay’s and strengthen our collaboration as we move into a historic era for FIFA and the broader soccer community. We are proud that Lay’s, having participated in the past FIFA World Cup™ and FIFA Women’s World Cup™, shares our vision and ideas as we move forward together. We will create special experiences for fans worldwide.”

Meanwhile, the 2026 FIFA World Cup™ will be the largest tournament ever, featuring 48 teams and jointly hosted by the United States, Mexico, and Canada, while the 2027 FIFA Women’s World Cup™ will be held in South America for the first time.

This content was produced with the assistance of AI translation services.