The agreement with snacks giant Lay's will cover the men’s 2026 Fifa World Cup and the Women’s World Cup in 2027.

Texas-based snacks maker Frito-Lay will be a global sponsor for the next men’s and women’s World Cups and back a “fan of the match” award at every game, FIFA said on Thursday. Frito-Lay upgrades its previous FIFA deals as a third-tier North American sponsor — for the men’s World Cup in 2022 and the Women’s World Cup last year — to

Through a new deal between the two parties unveiled today, 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.

From what is understood, this 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™.