Lay’s Follows David Beckham and Thierry Henry to World Cup

Lay’s street to the World Cup has been paved in potato chips, or a scarcity thereof.

Right this moment, PepsiCo’s Frito-Lay introduced that its Lay’s model will function an official sponsor of the 2026 FIFA World Cup in Mexico, Canada, and the USA and the 2027 FIFA Ladies’s World Cup in Brazil.

The potato chip model supplied a regional sports marketing help throughout World Cup occasions in 2022 and 2023, however this step up was worthy of an official launch video that includes two of the model’s greatest faces—international soccer superstars David Beckham and Thierry Henry.

Henry began pitching for Lay’s in early 2023, when he went door-to-door in Barcelona throughout the UEFA Champions League event, providing to look at a match with followers if that they had a bag of Lay’s potato chips in the home. The spot kicked off the model’s “No Lay’s, No Game” marketing campaign and finally introduced in Beckham as Henry’s Lay’s-seeking sidekick.

The 2 crashed a UEFA Champions League match between Paris Saint-Germain and AC Milan in February, trying to find chips earlier than translating “No Lay’s, No Recreation” into subsequent ads for Frito-Lay’s U.Okay. model Walkers.

“By sustaining a constant type and messaging, manufacturers can improve their total effectiveness and be certain that their campaigns resonate extra deeply emotionally with viewers,” mentioned Vanessa Chin, svp of selling for artistic effectiveness platform System1. 

With a bit of greater than two years to go till the 2026 World Cup, there’s nonetheless a little bit of a street forward for Lay’s and different occasion companions. Nonetheless, in line with Adam Warner, international head of sports activities and leisure partnerships for PepsiCo, its expertise with longtime companions like FIFA and the UEFA Champions League ready the model for the rhythms of the worldwide soccer schedule.