Thu Sep 12 13:39:00 UTC 2024: ## Walkers Kicks Off Global Football Partnership with FIFA

**NEW YORK, Sept. 12, 2024** – Walkers, the iconic British crisp brand, has announced a major partnership with FIFA, becoming an Official Sponsor of both the FIFA World Cup 26™ and FIFA Women’s World Cup 2027™. This global collaboration extends Frito-Lay’s successful involvement with FIFA, following their regional sponsorship during the FIFA World Cup Qatar 2022™ and tournament support at the FIFA Women’s World Cup 2023™.

This partnership brings together Walkers, the nation’s favorite crisp brand, and the world’s most popular sporting events, aiming to spread the joy of football to millions worldwide. Alongside its sister brands like Doritos, Walkers MAX, Quaker, and PopWorks, Walkers will offer fans exclusive experiences, merchandise, and consumer activations, bringing them closer to the game.

“Partnering with FIFA marks a significant milestone for our business,” said Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods – Lay’s. “Football is a global passion, and this historic partnership allows us to connect the excitement of the FIFA World Cup and FIFA Women’s World Cup with the joy of our brands across the world.”

FIFA President Gianni Infantino echoed the sentiment, stating, “We’re delighted to strengthen our collaboration with Walkers and Frito-Lay. We’re proud to have a partner that shares our vision and will help us create special experiences for fans globally.”

The partnership will introduce innovative initiatives, including recognizing the “Fan of the Match” at every game, spotlighting passionate fans and offering them unique experiences. Walkers will also engage fans worldwide with in-store and digital promotions leading up to both tournaments.

Beyond the global stage, Walkers continues its commitment to football at the community level through the Lay’s RePlay program. The Walkers RePlay pitch in Leicester serves as a community hub, providing educational sports programs, mental health workshops, and employment opportunities, demonstrating the brand’s commitment to positive impact.

The partnership promises to be a significant step for Walkers, further cementing its position within football culture and creating engaging experiences for fans around the world.

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