Lay’s becomes an official sponsor of the 2026 World Cup
Through an agreement with FIFA, the brand will be the official snack of the largest national team tournament. It will also sponsor the 2027 Women’s World Cup, which will take place in Brazil.
The partnership follows the success of Frito-Lay as a regional promoter of the 2022 Qatar World Cup and the 2023 Women’s World Cup in Australia and New Zealand.
In the world of football, Lay’s has been an official sponsor of the UEFA Champions League since 2015. Additionally, Lionel Messi serves as the brand’s global ambassador, and the Argentine star took part in the presentation of the new agreement for the 2026 FIFA World Cup in North America.
