Frito-Lay's Lay's brand has secured a significant sponsorship deal with FIFA, becoming an official sponsor of both the 2026 Men's World Cup and the 2027 Women's World Cup. This new agreement elevates Lay's from a regional supporter to a global sponsor, allowing the brand to engage fans through exclusive experiences, merchandise, and activations. The partnership follows Lay's previous roles in supporting the 2022 Men's World Cup and the 2023 Women's World Cup. Lay's marketing campaign, featuring soccer stars David Beckham and Thierry Henry, emphasizes fan engagement, launching the 'No Lay's, No Game' initiative to connect with soccer enthusiasts. FIFA aims to generate $2.7 billion in marketing revenue from its tournaments, highlighting the strategic importance of this partnership. Lay's will also recognize fan contributions through a 'fan of the match' award at every game.