Lay’s is kicking things up a notch with its latest partnership as the official snack of both the FIFA World Cup 26™ and the FIFA Women’s World Cup 2027™.

This new alliance with FIFA aims to blend the thrill of soccer with the joy of Lay’s and its sister brands Doritos®, Cheetos®, Tostitos®, Ruffles®, Quaker®, and Gamesa®—to create unforgettable fan experiences around the globe.

Jane Wakely, Lay’s chief consumer and marketing officer, emphasized how this partnership marks a pivotal moment for Lay’s, underscoring the brand’s dedication to becoming a cornerstone of football culture.

“Football is one of the world’s biggest passion points, and this historic partnership allows us to bring the excitement and reach of the FIFA World Cup and the FIFA Women’s World Cup together with the joy and fun of our iconic brands across the world,” she said.

FIFA president Gianni Infantino also expressed enthusiasm about the deal, noting that Lay’s has been a trusted partner in previous tournaments and will continue to enhance the fan experience.

“Together, we will create special experiences for fans worldwide,” Infantino stated.

As the 2026 World Cup marks a historic first with 48 teams and matches hosted across the United States, Mexico, and Canada, and the 2027 Women’s World Cup heads to South America for the first time, Lay’s is ready to make a splash.

The brand will spotlight passionate fans with the “Fan of the Match” initiative, offering unique experiences to those whose energy and enthusiasm light up the stadium.

Fans can expect a global celebration of soccer through various in-store and digital promotions leading up to the tournaments.

Lay’s will also have a visible presence with LED stadium displays, press conference backdrops, and products available at concession stands.

Fans will also be engaged through immersive experiences at FIFA official fan zones in host cities.

Lay’s has a rich history of creating buzz in the soccer world, with campaigns like “No Lay’s, No Game,” featuring stars like David Beckham and Thierry Henry, and the memorable “Oh Lay’s” campaign with Lionel Messi.

This new partnership promises to continue that tradition by celebrating the beautiful game in innovative and exciting ways.