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Walkers, a brand known for uniting people for generations, is taking its dedication to football to the next level by becoming an Official Sponsor of the FIFA World Cup 2026™ and FIFA Women’s World Cup 2027™. This move builds on Frito-Lay’s, Walkers’ parent company, success as a Regional Supporter at the FIFA World Cup Qatar 2022™ and as a Tournament Supporter for the FIFA Women’s World Cup 2023™.
The partnership merges Walkers, a beloved crisp brand, with the world’s most prominent sporting events for both men and women, aiming to share the excitement of football with millions of fans globally. As an Official Sponsor, Walkers and other iconic brands under Frito-Lay such as Doritos, Walkers MAX, Quaker, and PopWorks will offer fans exclusive experiences, merchandise, and activations that bring them closer to the game.
FIFA President Gianni Infantino stated: “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.”
Infantino continued: “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.”
This collaboration marks a major step forward for Walkers as the brand seeks to embed itself deeper into football culture worldwide, recognizing football’s universal appeal. The alliance with FIFA will enhance fan engagement and create memorable experiences, highlighting the strong connection between the joy of the sport and Walkers’ iconic brands.
The FIFA World Cup 2026™ will feature 48 teams and be hosted by three countries—Mexico, Canada, and the United States—while the FIFA Women’s World Cup 2027™ will take place in South America for the first time. In line with these historic tournaments, Walkers will celebrate football fans by spotlighting the “Fan of the Match” at every game, offering unique experiences to those whose enthusiasm and passion energize the stands.
In addition to the tournaments, Walkers and its affiliated brands will engage fans on a global scale through in-store and digital campaigns leading up to the events. Walkers’ long-standing association with football, particularly its 20-year partnership with former footballer and TV presenter Gary Lineker, has provided a platform to deliver memorable campaigns and experiences for fans, including the famous Salt & Lineker packs and VIP experiences at Wembley Stadium.
Walkers has also committed to grassroots football through the Lay’s RePlay initiative, creating sustainable football pitches using recycled materials, including repurposed chip bags. The Walkers RePlay pitch in Leicester, which serves around 450 people each month, is a testament to the brand’s efforts in fostering community engagement through sports. This initiative provides educational programs, mental health workshops, employability support, and fitness sessions, further driving positive impact in local communities.
