This deal comes as a two-event extension of the original FIFA-Lay’s tie-up. (FIFA imagery)

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

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.

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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 – through brands such as Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa – 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.

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Lay’s will also hold rights at the various FIFA fan zones which will be present across the events’ host cities.

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For the 2022 World Cup, Frito-Lay acted as a North American regional sponsor, in a deal representing the first-ever salty-snack brand collaboration in FIFA and World Cup history.

For the Women’s World Cup, meanwhile, the brand held rights to activate its sponsorship in North America and in the host countries of Australia and New Zealand.

That deal was said to be its largest-ever investment in women's sports.

For FIFA, US financial giant Bank of America was recently unveiled as the official banking sponsor of the 2026 World Cup in a globally-facing partnership.

World Cup 2026 will be the largest such edition of the event in history with a record 48 teams and 104 matches taking place across 16 cities (11 US, 3 Mexican, and 3 Canadian), and the expanded sponsorship inventory makes it a major target for prospective partners.

The 2027 Women’s World Cup, meanwhile, will take place in Brazil, the first time that tournament is held in South America.

Other current official partners of FIFA include oil and gas giant Aramco, sportswear company adidas, soft drinks conglomerate Coca-Cola, South Korea’s Hyundai and Kia car brands, global payments service Visa, and Qatari national airline and flag carrier Qatar Airways.