Frito-Lay, a snacks manufacturer based in Texas, has been announced as a global sponsor for the upcoming men’s and women’s World Cups by FIFA. This partnership includes the introduction of a “fan of the match” award during every game. Previously a third-tier North American sponsor for the 2022 Men’s World Cup and last year’s Women’s World Cup, Frito-Lay has now elevated its status to a second-tier global sponsor.

The specifics of the deal, such as its value, have not been publicly disclosed. These agreements encompass the Men’s 2026 World Cup set to be held in the United States, Canada, and Mexico, as well as the 2027 women’s tournament in Brazil. FIFA aims to generate a total marketing revenue of $2.7 billion from all its competitions between 2023-2026, counting six top-tier commercial partners for the 2026 Men’s World Cup.

FIFA stated that the Frito-Lay sponsorships will introduce a new feature at both tournaments by acknowledging and rewarding the fan of the match at each game, highlighting those individuals in the stands whose enthusiasm and energy enhance the excitement of the sport. The Lays brand, part of PepsiCo, has been involved as a sponsor of the Champions League in Europe since 2015.

The partnership with FIFA specifically pertains to the Frito-Lay brands, which include Doritos, Cheetos, Cracker Jack, and Quaker, due to Coca-Cola’s existing status as a top-tier World Cup partner until 2030. Frito-Lay expressed that joining forces with FIFA before the 2022 World Cup was an effective way to engage directly with the Hispanic community. For the Qatar World Cup, the brand featured a commercial starring David Beckham and Peyton Manning in a playful debate about “football or soccer.”