Lay’s has partnered with FIFA to become an official global sponsor of both the 2026 World Cup and the 2027 Women’s World Cup.

As a sponsor, Lay’s and its portfolio of Frito-Lay brands – including Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners and Quaker – will be featured at each game through field board displays and press conference backdrops. Lay’s will also launch digital and in-store promotions before the competitions and sponsor the “Fan of the Match” at each game. Outside the arena, it will offer merchandise and immersive experiences to consumers in host cities.

Jess Spaulding, CMO at PepsiCo Foods Canada, said the partnership with FIFA marks an important milestone for the brand and its goal to integrate Frito-Lay’s product portfolio into soccer culture, especially at a time when women’s sports are gaining popularity.

“Connecting fans to what matters most through joyful, shared experiences is what our iconic brands are all about, and this groundbreaking partnership with FIFA allows us to inject the fun of our brands into what will be next-level experiences for Canadian soccer fans,” she said.

The sponsorship will also help the brand deepen its relationship with Canadians, particularly as the World Cup comes to Toronto and Vancouver in 2026, noted Rachel Ferdinando, president of Frito Lay and Quaker Canada.

The deal marks a global extension of Frito-Lay’s role as a regional sponsor during the 2022 FIFA World Cup Qatar and as a tournament sponsor for the 2023 FIFA Women’s World Cup. It also builds on other initiatives Lay’s has launched around soccer culture, including the “Made For The Moment” campaign, which featured a love letter to Canada and its relationship with the sport. Additionally, the brand has launched community-based programs to promote soccer as a sport, such as Lay’s RePlay, which creates sustainable soccer fields partially made from re-used potato chip bags.

The 2026 FIFA World Cup will be the first edition to feature 48 teams and will be held in three countries (Canada, Mexico and the United States), while the Women’s World Cup will be held in South America for the first time in 2027.