Ahead of the FIFA World Cup 2026, Lay’s has launched ‘The Epic Watch Party’, a first-of-its-kind activation where Lay’s united legendary players—Alexia Putellas, Lionel Messi, David Beckham, Thierry Henry—with actor Steve Carrell and unsuspecting fans for an unforgettable celebration.
The campaign was developed with Slap Global, hungryman and Washington Square Films.
As brands compete for authentic connections with consumers during the biggest sporting event of the year, Lay’s is setting a new standard for fan engagement this World Cup 2026. Earlier this year, the brand kicked off the ultimate campaign with fan-centred activations including exclusive access through the Lay’s Fan of the Match program and a legendary group chat with all-time greats, now culminating in the final moment. See below my signature for more details.
“The ‘No Lay’s, No Game’ campaign has always been about bringing fans closer to the sport and the players and personalities they love, in authentic, unforgettable and engaging ways,” said Alexis Porter, global vice president, Lay’s.
“This year is no different. The Epic Watch Party, timed with the biggest football event on the planet, is about uniting some of the world’s greatest icons with real fans who share one simple truth: watching football is always better with Lay’s.”
Whether you’re a die-hard fan or just here for the snacks, jump on the Bandwagon because there’s much more to come from Lay’s this summer.
