Celebrating Football Fandom with a Historic Partnership
Walkers, a beloved brand known for uniting people through delicious snacks, is excited to announce its role as an Official Sponsor of both the FIFA World Cup 26™ and FIFA Women’s World Cup 2027™. This sponsorship builds upon Frito-Lay’s previous success as a Regional Supporter during the FIFA World Cup Qatar 2022™ and as a Tournament Supporter at the FIFA Women’s World Cup 2023™.
Bringing Fans Closer to the Game
The partnership combines the UK’s favourite crisp brand with the world’s premier sporting events, aiming to enhance the experience of millions of football fans globally. Walkers, along with its portfolio of iconic brands including Doritos, Walkers MAX, Quaker, and PopWorks, is set to deliver unique experiences, exclusive merchandise, consumer activations, and more.
“Partnering with FIFA represents a pivotal moment for our business and our goal to embed Walkers and our family of food brands deeper into football culture,” stated Jane Wakely The Chief Consumer and Marketing Officer and Chief Growth Officer of International Foods – Lay’s expressed, ‘Football unites people worldwide, and this collaboration enables us to combine the thrill of the FIFA World Cup and the FIFA Women’s World Cup with the delight of our cherished brands.
Strengthening Global Collaboration
FIFA President Gianni Infantino expressed his enthusiasm: “We’re thrilled to continue our collaboration with Walkers and Frito-Lay as we approach a landmark period for FIFA and the football community. Following our previous joint efforts during the last FIFA World Cup and FIFA Women’s World Cup, we are proud to have a partner that shares our vision for the global game. Together, we aim to create unforgettable experiences for fans around the world.”
A Historic Milestone for the Tournaments
The FIFA World Cup 26™ will be a groundbreaking event, featuring 48 teams across three countries—Canada, Mexico, and the United States. Additionally, the FIFA Women’s World Cup 2027™ is set to be hosted in South America for the very first time. Walkers is gearing up to reward football fans in exciting and unexpected ways, including recognising and rewarding the ‘Fan of the Match’ at every game, celebrating those whose passion and enthusiasm enliven the sport.
Engaging Fans Globally
Walkers, along with its food brand portfolio, plans to engage fans through a variety of in-store and digital promotions leading up to both tournaments. The brand’s long-standing association with football spans over 20 years, largely due to its partnership with former footballer and TV presenter Gary Lineker. This relationship has allowed Walkers to delight fans through limited-edition Salt & Lineker packs, exclusive VIP experiences, and humorous advertising campaigns.
More recently, the brand has leveraged the global Lay’s marketing platform to initiate the No Walkers, No Game campaign, creating memorable moments with stars like David Beckham and Thierry Henry. This included surprise appearances at live matches and door-to-door visits across the UK, delighting fans with unexpected experiences.
Community Commitment Through Lay’s RePlay Programme
In addition to its partnership with FIFA, Walkers remains dedicated to grassroots football initiatives. Through the global Lay’s RePlay programme, the brand has established a Walkers RePlay pitch in Leicester, demonstrating its commitment to creating positive social impact. This initiative utilises repurposed chip bags to construct sustainable football pitches, coupled with educational programming that enriches local communities.
The Walkers RePlay pitch, frequented by approximately 450 users each month, serves as a community hub, offering educational sports programmes, mental health workshops, and fitness sessions.