World Cup: New sponsors for fan awards at the FIFA 2026
World Cup Tickets: Frito-Lay, Inc. a subsidiary of PepsiCo manufactures and sells popular snack brands such as Fritos Cheetos Doritos Tostitos Lay's Ruffles, and Rold Gold the new sponsor of FIFA World Cup 2026 Formed in 1961 from the merger of The Frito Company and H.W. Lay & Company, it merged with Pepsi-Cola in 1965, becoming part of PepsiCo. By 2009, several Frito-Lay brands achieved over $1 billion in annual sales, significantly contributing to PepsiCo's global dominance. In 2018, Frito-Lay North America represented 25% of PepsiCo's annual revenue.
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The Frito Company was founded in 1932 by Charles Elmer Doolin, and H.W. Lay & Company was started the same year by Herman Lay. Mutual dealings elevated absolutely, with a union in 1961 to form Frito-Lay. The company expanded its product lineup with brands like Doritos, Funyuns, and Tostitos, and launched new products like Sun Chips in the 1980s and 1990s. It expanded internationally through acquisitions and introduced healthier snack options in the 2000s, further solidifying its leadership in the global snack food industry and now it’s the new partner and sponsor of FIFA World Cup 2026.
Get ready for a fantastic FIFA World Cup
The 2026 FIFA World Cup, sponsored as FIFA World Cup 26 will be the 23rd World Cup the quadrennial universal males' soccer contest contested by the national teams of the associate links of FIFA. The contest will take place from June 11 to July 19, 2026. It will be equally held by 16 cities in three North American states: Canada, Mexico, and the United States.
The tournament will be the first held by three nations and the first North American World Cup since 1994. Argentina is the caring titleholder. This Football World Cup 2026 will be the first to contain 48 teams, prolonged from 32. The United 2026 bid tired a rival bid by Morocco throughout a final vote at the 68th FIFA Congress in Moscow.
It will be the initial World Cup since 2002 to be held by more than one nation. With its historical awarding of the 1970 and 1986 events, Mexico will go out to be the first nation to host or co-host the men's World Cup three times. The United States last presented the men's World Cup in 1994 whereas it will be Canada's first time presenting or co-hosting the men's competition. The event will also return to its old-style northern seasonal schedule after the 2022 edition in Qatar was held in November and December.
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WORLD CUP FORMAT AND EXPANSION
The 2026 FIFA World Cup will feature a new format, expanding from 32 to 48 teams, marking the first change since 1998. These 48 teams will be divided into 12 groups of 4, with the top two from each group and the eight best third-placed teams advancing to a new round of 32. This format was approved by the FIFA Council in 2023 with the total number of matches increasing from 64 to 104. Teams reaching the final four will now play eight games instead of seven, and the tournament will last 39 days be compared to 32 days in previous editions.
While in this World Cup 2026, each team will still play three group-stage matches, the competition timeline remains similar to previous tournaments, with the combined period for player rest, release, and the tournament itself unchanged from the 2010, 2014, and 2018 editions. Originally, the expansion plan approved in 2017 called for 16 groups of 3 teams and 80 matches, but concerns over potential match-fixing in three-team groups led to the format being adjusted to its current version. The idea to expand the tournament had been discussed as early as 2013 by Michel Platini and again in 2016 by FIFA President Gianni Infantino but it faced opposition due to concerns over game quality and political motivations behind the decision.
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Frito-Lay sponsorship with fan awards at men's and women's World Cups
Texas-based snacks producer Frito-Lay will be an international promoter for the next men’s and women’s World Cup 2026 and back a fan of the match award at all the games FIFA said Thursday. Frito-Lay promotes its earlier FIFA deals as a third-tier North American sponsor for the FIFA World Cups in 2022 to become a second-tier worldwide sponsor. The worth of the deals was not revealed. They cover the men’s 2026 World Cup in the United States Canada and Mexico and the 2027 women’s event in Brazil.
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FIFA has accounted for produce total marketing income of $2.7 billion for all of its contests from 2023-26 and has six top-tier profitable partners for the next men’s edition in 2026. The Frito-Lay sponsorships will set a new ground at both tournaments by identifying and worthwhile the fans of the game at every game highlighting those in the stands whose desire and energy convey the lovely game to life FIFA said regarding the World Cup 2026.

The FIFA agreement covers just the Frito-Lay brands, which comprise Doritos, Cheetos Cracker Jack and Quaker because Coca-Cola is a top-tier World Cup partner through 2030. Linking with FIFA in advance of the 2022 World Cup was a countless way for us to talk straight to the Hispanic community Frito-Lay which has the head office in Plano Texas has said. Its signature marketable for that Football World Cup in Qatar highlighted David Beckham and Peyton Manning in a mock argument about football or soccer.
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