FIFA World Cup 2026 Tickets: The 2026 World Cup may still be two years away, but FIFA is already working to secure high-profile sponsors in anticipation of the world’s most popular sporting event. In its latest commercial effort, FIFA has renewed its partnership with Frito-Lay, continuing the collaboration that began during the 2022 World Cup in Qatar. Lay’s, one of the largest food brands in the U.S., is owned by PepsiCo.

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FIFA President Gianni Infantino express enthusiasm about the deal, stating: “We’re thrilled to extend our partnership with Lay’s and deepen our collaboration as we approach a historic time for FIFA and the global football community.

“After their involvement in the last FIFA World Cup and FIFA Women’s World Cup, we’re proud that Lay’s shares our trust, vision, and commitment to growing the global game. Together, we will create memorable experiences for fans across the globe.”

FIFA 2026 Tickets: Lay’s Sponsorship Fuels Excitement for FIFA World Cup 2026

As an official regional sponsor for the 2026 World Cup, Lay’s is contributing to FIFA’s efforts to establish a robust commercial framework for the tournament, featuring a new format with 48 teams 16 more than in previous editions.

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Following a familiar pattern, FIFA is also striking deals with prominent regional brands, such as its recent agreement with Bank of America. This mirrors strategies employed by other governing bodies, such as UEFA’s partnership with German supermarket chain Lidl for Euro 2024.

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Steven Williams, CEO of Frito-Lay and Quaker North America, noted. “Becoming a regional sponsor for FIFA in 2022 was a milestone for Frito-Lay. And we’re incredibly proud to take the next step and elevate our partnership to a global level.

“The Lay’s brand has a long-standing tradition of bringing fans together through their shared love of the game, and we’re excited to create even more iconic moments as we continue to use our brands to unite and inspire FIFA World Cup and FIFA Women’s World Cup fans worldwide.”

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FIFA World Cup 2026 Tickets: FIFA and Lay’s Partnership Strengthening Commercial Ties for the 2026 World Cup

The collaboration between FIFA and Lay’s signifies the ongoing effort to strengthen commercial partnerships ahead of the 2026 World Cup. Renewing this relationship is strategic, particularly given the World Cup’s location in the U.S., Canada, and Mexico. As an official regional sponsor, Lay’s will play a pivotal role in enhancing fan experiences and promoting the global game.

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This partnership underscores FIFA’s broader approach of securing high-profile regional sponsors, complementing deals with other brands like Bank of America. This sponsorship extends to the 2027 FIFA Women’s World Cup, demonstrating a commitment to fostering gender inclusivity in football. Lay’s and FIFA’s shared vision of creating memorable fan experiences aligns with FIFA’s goal of global growth.

For fans, the opportunity to secure tickets early via trusted platforms. Adds to the anticipation of what promises to be a historic tournament with an expanded 48-team format. Through its strategic partnerships, FIFA is not only preparing for the success of the 2026 World Cup. But also setting the stage for future tournaments, enhancing fan engagement globally.

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