With the FIFA World Cup 2026™ fast approaching, Lay’s — the world’s #1 potato chip brand — is launching a bold new platform designed to celebrate fandom, community, and the undeniable joy of watching soccer together. Introducing “No Lay’s, No Game,” a campaign built on one simple insight: it’s unthinkable to watch the world’s biggest game without the world’s favourite chips.
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FIFA World Cup 26
As the Official Snack Sponsor of the FIFA World Cup 26, Lay’s is kicking off the global celebration by assembling one of the most star-studded casts in sports and pop culture. For the first time ever, soccer legends Alexia Putellas, Lionel Messi, Sir David Beckham, and Thierry Henry appear together—joined by comedic icon Steve Carell, representing the millions of casual fans who come alive during the tournament. Together, this eclectic squad captures what the FIFA World Cup is all about: the magic of the game, the energy of shared moments, and the snacks that make every match unforgettable.
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To spark excitement and officially begin the countdown, Lay’s has released its own comedic twist on the traditional Final Draw. Instead of determining match groups, this version features a hilarious group video call among five friends arguing over the real pre-match dilemma: Who’s hosting the watch party—and who’s bringing the Lay’s? It’s a playful nod to the rituals, debates, and inside jokes that fans everywhere know all too well.
But this is just the opening whistle. As 2026 approaches, Lay’s promises to roll out a full calendar of surprises, exclusive fan experiences, and global activations designed to bring supporters closer to the action than ever before. Whether you’re a lifelong devotee or someone who catches football fever every four years, “No Lay’s, No Game” is set to redefine the way Canadians experience the tournament.
And Lay’s isn’t stepping onto the pitch alone. The campaign brings together an iconic roster of snack and food brands—including Doritos, Cheetos, Tostitos, Ruffles, and Quaker—uniting them under a single mission: turn every match into a moment worth celebrating. As Official Sponsors of both the FIFA World Cup 26 and the FIFA Women’s World Cup 2027, these brands will offer fans unprecedented access through limited-edition merchandise, immersive activations, and unique consumer experiences across North America.
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By pairing global star power with the universal love of great snacks, Lay’s is positioning itself at the very heart of World Cup culture. Whether fans gather in stadiums, bars, backyards, or living rooms, one tradition remains unshakable: No Lay’s, no game.
As anticipation builds, one thing is clear—the road to FIFA World Cup 2026 will be fuelled by flavour, fun, and unforgettable shared moments. And Lay’s is just getting started.
