FIFA names Walkers as official sponsor of World Cup 2026

FIFA has named UK snack brand Walkers as an official sponsor of the men’s World Cup 2026, and the Women’s World Cup in 2027, through an extension of its partnership with Frito-Lays.

The renewal will include experiences, activations, and merchandise around both tournaments.

The Reading-based company will launch a range of digital and in-store promotions in the buildup to both competitions.

Walkers previously served as a regional supporter of the Qatar 2022 FIFA World Cup as well as a tournament supporter of the FIFA Women’s World Cup 2023.

Through Walkers’ partnership with FIFA, the company created a new RePlay pitch in Leicester in 2021, as part of an initiative to provide communities with sustainable football pitches partially made from reused crisp packets.

“We’re delighted to extend this partnership with Walkers and Frito-Lay and strengthen our collaboration as we head into a historic period for FIFA and the wider football community,” said FIFA President Gianni Infantino.

“After being involved in the last FIFA World Cup and FIFA Women’s World Cup, we’re proud to have a partner that shares in our trust, vision, and ideas for the development of the global game and has joined us on this journey into the future.

“Together, we will create special experiences for fans worldwide.”

The next edition of the World Cup, which will be staged in the US, Mexico and Canada, will be the first to comprise 48 teams.

In 2027, the Women’s World Cup in Brazil will be the first edition of the tournament to be held in South America.

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