George Marsden is an Editorial Intern with Outlook Publishing Ltd.
- Editorial Intern | Outlook Publishing
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In celebration of the 2026 FIFA World Cup, which comes to a close in July, Lay’s has used soccer’s biggest cultural moment to bring fans together through potato chips.
When Lay’s became an official sponsor of the 2026 FIFA World Cup (FWC26) in September 2024, it was the beginning of an exciting new partnership.
It brings together two titans of potato chips and sports, with Lay’s being among the world’s favorite potato chip brands, and the FIFA World Cup being the most-viewed sporting event globally.
As an official sponsor, the PepsiCo-owned brand has built on its commitment to celebrating the soccer fandom.
The FWC26 partnership marks a significant milestone for Lay’s and its ambition to embed the company’s extended portfolio of food brands deeper into soccer culture.
Soccer is one of the world’s biggest passion points, and this historic partnership has allowed Lay’s to bring the excitement and reach of the FIFA World Cup together with the joy and fun of its iconic brands across the globe.
FWC26 IN NUMBERS
Three host nations: Canada, Mexico, and the US
16 host cities: Toronto, Vancouver (Canada); Guadalajara, Mexico City, Monterrey (Mexico); Atlanta, Boston, Dallas, Kansas City, Houston, Los Angeles, Miami, New York/New Jersey, Philadelphia, San Francisco Bay Area, Seattle (US)
48 teams
104 matches
HISTORY-MAKING TOURNAMENT
Soccer is among the fastest-growing sports in the US, and FWC26 has brought its showpiece event back to North America, which last hosted the tournament in 1994.
It is the first-ever edition of the FIFA World Cup to feature 48 teams and be hosted across three countries – Canada, Mexico, and the US – prominent markets for Lay’s.
In the latter, every bag of Lay’s is made from its very own chip-perfecting potatoes, grown on over 100 farms across the US and a handful in Canada.
There are more than 4,000 registered potato varieties in the world, however only a select few are good enough to become a Lay’s potato chip. The company spends years creating the best potato for farmers to grow that can deliver the perfect crispiness, flavor, and golden glow when sliced and cooked.
For the biggest FIFA World Cup in history, Lay’s potato chips have been a central part of how fans all over the world have enjoyed and experienced the action.
This history-making tournament has seen soccer fans rewarded by Lay’s in unexpected ways, bringing them closer to the beautiful game than ever before with exclusive experiences, consumer activations, and more.
FWC26 THROUGH FOOD
Lay’s has broken new ground at FWC26 by recognizing and rewarding the ‘Fan of the Match’ at every game.
Introduced in March, a total of 104 winners received premium tickets, pitch-side access at the end of the match, and a custom trophy during the tournament thanks to this groundbreaking program.
Ahead of FWC26, Lay’s also introduced 40 limited-edition flavors inspired by global cuisine across North America, South America, Europe, Africa, and Asia in celebration of the tournament.
The international line-up was designed to let fans experience FWC26 through food. In the US, for example, consumers have been able to experience flavors such as Argentinian-Style Steak with Chimichurri, Brazilian-Style Garlic Sauce, and Wavy French Onion Soup.
Outside the US, select regions have been snacking on limited-edition Canadian-Style Maple Caramel, English Bangers and Mash, Mexican Tacos, and Portuguese Chorizo and Onion potato chips, among many other flavors inspired by iconic dishes.
FAMOUS FACES
Canada has been the only global market to feature soccer stars on Lay’s packaging, including Thierry Henry, Lionel Messi, and David Beckham – each paired with a flavor that brings their nation’s taste to life.
Henry, Messi, and Beckham are not just faces on a bag, however – they have also been central figures in the global ‘No Lay’s, No Game’ platform, uniting the trio alongside fellow icons to celebrate the love of the game.
No Lay’s, No Game entered its fourth year, running across nearly 90 international markets, while the newly launched US-specific ‘Bandwagon’ campaign welcomed casual soccer fans during FWC26.
As the tournament nears its conclusion, Lay’s has brought fans together through food and soccer during the tournament, creating shared moments around the world’s biggest sporting event – on and off the pitch.
This article was produced by the editorial team at North America Outlook and published as part of the Outlook Publishing global network of B2B industry magazines.
Outlook Publishing delivers industry insights, company stories, and sector coverage across manufacturing, mining, construction, healthcare, supply chains, food production, and sustainability.
North America Outlook provides ongoing coverage of organisations and developments shaping industries across North America.
