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. FIFA says Frito-Lay will support a “Fan of the Match” award at every game at the tournaments. 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. Frito-Lay was a third-tier North American sponsor for the previous editions of the men’s and women's World Cups. It now upgrades to become a second-tier global sponsor.