Lay’s score big with FIFA World Cup sponsorship
In September, Lay's announced it was building on its commitment to celebrating soccer fandom by becoming an Official Sponsor of both the FIFA World Cup 2026 and FIFA Women's World Cup 2027.
The move marks a global extension of Frito-Lay's role as a Regional Supporter during the FIFA World Cup Qatar 2022 and as a Tournament Supporter at the FIFA Women's World Cup 2023: it’s a notable upgrade of these previous FIFA deals as a third-tier North American sponsor to become a second-tier global sponsor.
The FIFA World Cup 2026 will be the first edition to feature 48 teams and to be hosted by three countries—Canada, Mexico and the United States—while the FIFA Women's World Cup will be held in South America, specifically Brazil, for the first time in 2027.
The value of the deals was not disclosed, however FIFA president Gianni Infantino said following the announcement: "We're delighted to extend this partnership with Lay's and strengthen our collaboration as we head into a historic period for FIFA and the wider football community. After being involved in the last FIFA World Cup and FIFA Women's World Cup, we're proud that Lay's has shared in our trust, vision and ideas for the development of the global game and has joined us on this journey into the future. Together, we will create special experiences for fans worldwide."
The FIFA deal covers Lay's, alongside its portfolio of food brands—Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners and Quaker.
CSNC connected with Jess Spaulding, chief marketing officer, Frito Lay Canada, to talk about what Canadian fans and retail partners can expect.
This is a huge deal, what does it mean for Frito Lay Canada?
JS: Frito Lay has long been a supporter of soccer, and our legacy and love for the sport includes our Made for the Moment campaign in 2022, which was a love letter to Canada’s unique relationship with the game. This historic partnership as the Official Snack Sponsor of FIFA World Cup 2026 and FIFA Women’s World Cup in 2027, will help our brands create unique experiences and reach Canadian soccer fans in a meaningful way. It’s wonderful to cement our connection to this beautiful game.
Sports, entertainment and milestone cultural moments have been at the intersection and heart of the Lay’s brand for 30+ years. Becoming a FIFA partner is a historic milestone that brings further excitement and joy to sports fans across the world—including right here at home in Canada. And we’re especially proud to be involved in the movement of supporting and amplifying the voices of women athletes—something that is deeply meaningful for me personally, as someone who has long been a champion of women in sports.
Why is this partnership important for fans in Canada?
JS: This historic FIFA partnership marks a huge milestone for Frito Lay, uniting Lay’s—one of the world’s most popular chips— and our other iconic brands with the world’s biggest sporting event. Soccer is both a sport and a way of life, and being able to connect with fans during these amazing moments deepens our relationship with Canadians—especially as some 2026 FIFA World Cup games will be played right here in Canada, in Toronto and Vancouver.
Just as soccer unites us in our love of the game, our snacks bring people together. This collaboration reflects Lay’s enduring dedication to enhancing the joy of game-watching and bringing fans closer to the action. Whether you’re cheering in the stands with a group of friends or watching on the big screen at home, a bag of Lay’s is the perfect game-time companion.
What else will we see in Canada with this partnership?
JS: As Official Snack Sponsor of FIFA World Cup 2026 and the FIFA Women's World Cup 2027, Lay’s, alongside an iconic portfolio of food brands, including Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners and Quaker, will bring fans closer to the game than ever before with exclusive experiences, merchandise, consumer activations and more.
With some games scheduled to be played in Canada, soccer fans here at home can expect to be rewarded in new and unexpected ways. For example, Lay’s will be recognizing and rewarding the "Fan of the Match" at every match, spotlighting those in the stands whose passion and energy bring the beautiful game to life, and providing them with one-of-a-kind experiences. We’re excited to share more details about how this will come to life in the months ahead.
When will things kick off?
JS: We will finalize and share our plans as we get closer to the actual 2026 games. Stay tuned for updates as we approach the event, ensuring everything is perfectly timed for an exciting kickoff.
As you mentioned, during the actual event in June/July 2026, there will be games in Toronto and Vancouver—what else does Frito Lay Canada have planned?
JS: Soccer fans here at home can expect to be rewarded in new and unexpected ways. For example, Lay’s will be spotlighting those in the stands whose passion and energy bring the beautiful game to life and providing them with one-of-a-kind experiences. We’re excited to share more details about how this will come to life in the months ahead.
Additionally, to quote from our release, Lay's, and the full portfolio of food brands, will engage fans on a global scale via in-store and digital promotions leading up to the FIFA World Cup 2026 and the FIFA Women's World Cup 2027. The brands will also be prominently featured on the pitch at every match through LED stadium display board exposure and press conference backdrops. Going beyond the stadiums, Lay's and the iconic food portfolio will deliver immersive consumer experiences at FIFA Official fan zones across hosting cities.
How will convenience stores and gas stations be engaged? (i.e. promos etc.)
JS: Although we’re not able to expand on this today, we’re excited to be able to share more details in the months ahead around specific promotions and customer engagement in-stores as we draw closer to the FIFA World Cup 2026 and FIFA Women’s World Cup 2027.
