Frito-Lay upgrades FIFA sponsorship with fan awards at men's and women's World Cups
Texas-based snacks maker Frito-Lay will be a global sponsor for the next World Cups in men’s and women’s soccer
By AP News
Published - Sep 12, 2024, 11:58 AM ET
Last Updated - Dec 16, 2024, 07:18 PM EST
ZURICH (AP) — Texas-based snacks maker Frito-Lay will be a global sponsor for the next men’s and women’s World Cups and back a “fan of the match” award at every game, FIFA said on Thursday.
Frito-Lay upgrades its previous FIFA deals as a third-tier North American sponsor — for the men’s World Cup in 2022 and the Women’s World Cup last year — to become a second-tier global sponsor.
The value of the deals was not disclosed. They cover the men’s 2026 World Cup in the United States, Canada and Mexico, and the 2027 women’s tournament in Brazil.
FIFA has budgeted to earn total marketing revenue of $2.7 billion for all of its tournaments from 2023-26, and has six top-tier commercial partners for the next men’s edition in 2026.
