Lay’s®: The Official Sponsor of the FIFA World Cup 26™ and the FIFA Women’s World Cup 2027™

(By Maqueda and Maurizio) An increasing number of brands are embracing multi-experiential actions, where authentic content is amplified through expanded products, limited editions, themed retail spaces, playful loyalty initiatives, and countless communication pieces rooted in phydigital experiences. This new system—crossing—where the essence of the product and consumption experiences are continually intertwined, serves as a fundamental strategy to combat commoditization and is key to enhancing brand value as lived and perceived through myriad forms. Naturally, this is the most organic way to give and receive relevance.

In a world where passion for football intertwines with global culture, Lay’s® has reaffirmed its commitment as the official sponsor of two of the sport’s most iconic events: the FIFA World Cup 26™ and the FIFA Women’s World Cup 2027™. This partnership, bolstered by the successful sponsorship of the Qatar 2022 World Cup, marks a milestone in football history and the realm of sports marketing, connecting with millions of fans in Argentina and beyond.

Watch the Messi and Lay’s video with the trophy here:
Video Link

Summary of the Announcement:

Lay’s expands its alliance with FIFA, becoming the sponsor of the FIFA World Cup 26™ and the FIFA Women’s World Cup 2027™.
The brand aims to integrate its products into football culture, offering unique experiences for fans.
The FIFA World Cup 26™ will be the first to feature 48 teams, while the FIFA Women’s World Cup 2027™ will take place in South America.
Lay’s plans to launch innovative initiatives to reward fans during both tournaments.

View the FIFA presentation here:
Presentation Link

A Partnership That Transcends Borders

Lay’s, the leading snack brand, goes beyond merely offering delicious products; its vision encompasses creating emotional connections with football fans. Jane Wakely, Chief Consumer and Marketing Officer of International Foods, emphasizes the significance of this partnership, stating, “Football is one of the most exhilarating phenomena globally.” This connection is crucial for business growth and Lay’s integration into football culture. Gianni Infantino, FIFA President, also celebrates this collaboration, highlighting Lay’s belief in the future of global football and in crafting memorable experiences for fans. Thus, the brand is poised to play a central role in the narrative of these historic tournaments.

An Unprecedented Tournament

The FIFA World Cup 26™ will be an unparalleled event as the first edition to feature 48 teams, taking place across three countries: Canada, Mexico, and the United States. Meanwhile, the FIFA Women’s World Cup 2027™ will be held for the first time in South America, marking a pivotal moment that promises to elevate visibility and support for women’s football in the region. Lay’s is ready to amaze fans with innovative experiences and unique activations, including the recognition of the "Fan of the Match" at every game. This initiative aims to spotlight those whose energy and passion electrify the stadiums, offering rewards and exclusive experiences.

Activations and Immersive Experiences

Lay’s commitment to fans extends beyond advertising. The brand will launch promotions in stores and digital platforms, ensuring all fans have the opportunity to partake in the excitement of the World Cup. Additionally, Lay’s will feature on LED screens in stadiums and during press conferences, ensuring its message resonates throughout the event. Beyond the pitch, Lay’s will offer immersive experiences in FIFA’s official fan zones across host cities, allowing consumers to engage with the passion of football in a unique and memorable way.

A Legacy in the Making

Lay’s history in the football world is far from new. The brand has spearheaded initiatives that have left an indelible mark on football culture, such as the “Sin Lay’s no hay partido” platform, which has generated viral moments with icons like David Beckham and Thierry Henry. The “Oh Lay’s” campaign, which reimagined the traditional mantra “Olé, Olé, Olé, Olé” in collaboration with the G.O.A.T. Lionel Messi, exemplifies how Lay’s connects with fans on an emotional level. Beyond its sports presence, Lay’s is also dedicated to making a positive impact in the community. Through initiatives like Lay’s RePlay, the brand is creating sustainable football pitches made partially from reused potato bags, integrating educational programs that foster local development.

Conclusion: The Passion for Football and Innovation

Lay's partnership with FIFA represents more than just sponsorship; it is a commitment to fostering the passion for football and creating memorable experiences for fans. With a focus on innovation and creativity, Lay's positions itself as a leader in sports marketing, joining the ranks of brands that expand their brand universe through cross-promotions, sponsorships, the enhancement of digital experiences, and the expansion of products and emotional value.

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Contacts: marcelo.maurizio@onefullagency.com or juan.maqueda@onefullagency.com

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