Frito-Lay Becomes Global Sponsor for FIFA World Cups

Frito-Lay, a Texas-based snacks maker, has upgraded its sponsorship with FIFA to become a global sponsor for upcoming men's and women's World Cups. The new deal includes a 'fan of the match' award for every game. The sponsorship covers various Frito-Lay brands and is part of FIFA's $2.7 billion revenue strategy.

Texas-based snacks maker Frito-Lay has upgraded its FIFA sponsorship to become a global partner for the next men's and women's World Cups, the organization announced on Thursday.

The enhanced deal shifts Frito-Lay from a third-tier North American sponsor for the 2022 and 2023 tournaments to a second-tier global sponsor. Financial details of the agreement were not disclosed.

This partnership covers the 2026 men's World Cup in the United States, Canada, and Mexico, and the 2027 women's World Cup in Brazil. The sponsorship also introduces a 'fan of the match' award for each game, celebrating passionate fans and their contributions to the sport.