Retailers and brands celebrate 2026 FIFA World Cup
There’s just one month to go until the 2026 FIFA World Cup. Here’s how retailers and brands are kicking off the celebrations.
Healthy Planet
In partnership with BioSteel, the health and wellness retailer is set to host Toronto FC captain Jonathan Osorio, a member of the Canadian men’s national team, at its Etobicoke, Ont. location.
The event will take place Sunday (May 17) from 8 a.m. to 10 a.m. at 994 Islington Ave.
It will feature a mini exhibition match in the store’s parking lot, followed by an in-store walkthrough with Osorio when doors open at 9 a.m.
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The event marks the official start of Healthy Planet’s 2026 soccer campaign. As fans arrive in Toronto this summer for the tournament, three of the retailer’s downtown store locations will be rebranded and staff will wear soccer jerseys.
Healthy Planet is also aiming to donate one million meals’ worth of food in 2026 through its Good Food Drive, in partnership with Food Banks Canada and other community organizations.
“Hosting Jonathan in Etobicoke is our way of celebrating that energy with our community and reminding Canadians that the foundation of every great athlete, and every great fan day, is good health and good food,” Muhammad Mohamedy, general manager of Healthy Planet, said in a press release.
Lay’s
As the official snack partner of FIFA World Cup 2026, Lay’s is unveiling four limited-edition flavours inspired by the cuisines of competing nations.
The new flavours include Bacon Poutine (representing Canada), Cheese Soufflé (France), Steak & Chimichurri (Argentina) and Cheese & Onion (UK).
The flavours will be available at Canadian grocer and retail locations nationwide beginning mid-May, as well as across North America, South America, Europe, Africa and Asia.
In Canada, the chip bags will feature soccer icons Thierry Henry, Lionel Messi, and Sir David Beckham alongside Richie Laryea and Nathan Saliba from the Canadian men’s national team.
Also, Canadians can enter Lay's You Could Win FIFA World Cup 2026 Tickets contest by purchasing two participating Frito-Lay products and visiting www.NoLaysNoGame.ca to upload their receipt. Winners will receive two tickets to one of 13 Canadian FIFA World Cup 2026 matches in Toronto or Vancouver, plus $1,500 in spending money.
Weekly draws also offer the chance to win $100 FIFA store e-gift cards throughout the contest period.
“FIFA World Cup 2026 is a once-in-a-generation moment for Canadian soccer fans, and Lay’s wanted to mark it with something just as special. These limited-edition flavours are our way of bringing the spirit of the tournament to every snack bowl, every watch party, and every fan gathering from coast to coast,” said Shirley Mukerjea, chief marketing officer, Lay’s Canada, in a press release.
Tim Hortons
The company is partnering with Adidas on a new Timbits soccer jersey.
The multi-year partnership launches for this season of Timbits Soccer, a program that provides opportunities for boys and girls aged three to seven to play house league soccer.
An adult-sized Timbits Soccer x Adidas Celebration Jersey will also be available to purchase exclusively at select Tim Hortons restaurants and through TimShop.ca starting in June.
In the coming weeks, fans can also shop a new lineup of soccer-themed merchandise and drinkware at participating Tim Hortons restaurants, including a colour-changing cold cup with a soccer straw buddy and a Timbits Soccer plastic water bottle.
Tim’s is also celebrating its soccer heritage with a new lineup of Timbits flavours and a soccer-themed Timbits Bucket, plus a Timbits Soccer TV campaign with Canadian national team player Jonathan David.
