FIFA and Lay’s Extend Deal to Next Men’s & Women’s World Cups

FIFA, football’s global governing body, has extended its commercial relationship with Lay’s, the US snack brand.

Through a new deal between the two parties Lay’s becomes a sponsor of the men’s 2026 FIFA World Cup to be held across the US, Mexico, and Canada, and the FIFA Women’s World Cup the following year.

This adds to the brand’s experience as a regional supporter of the last men’s World Cup in Qatar in 2022, and as a tournament supporter for the previous Women’s World Cup in Australia in 2023.

Lay’s will make its presence felt through exclusive fan experiences, merchandise, and consumer activations across its home markets.

In addition, Lay’s will also participate in digital and in-store promotions in the build-up to both tournaments, while there will also be LED display board exposure and media backdrop exposure at the World Cups.