Soccer fans around the world are in for an exciting partnership with Lay’s, an iconic chip brand which is now stepping up to become the Official Sponsor of the FIFA Men’s World Cup 26 and the FIFA Women’s World Cup 2027. This partnership is headlined by former World Cup winner, Leo Messi, who is the face of this marketing campaign. Lay’s has built on successful collaborations as a Regional Sponsor during previous tournaments and the company is now ready to unlock new levels of fan interaction. It’s a partnership that Lay’s fans will definitely enjoy and get to experience the thrill of the most popular sport in the world.
Elevating fan experience
Lay’s new marketing strategy is designed to create those special moments that bring people together. The chip company aims to offer fans exclusive experiences that go beyond the usual by partnering with FIFA. Lay’s also intends to fully immerse fans in the tournament’s excitement with offers which range from consumer activations to exclusive merchandise. This will include launching initiatives like the ‘Fan of the Match’ program, which honors spectators in the stands whose passion brings an electrifying atmosphere to each game. Lay’s went for this idea maybe because it’s an appealing way to celebrate the die hard fans who are always passionate about the game, those who live and breathe soccer.
Lay’s legacy in soccer culture
Lay’s as a company has been intertwined with the culture of soccer for quite a while now. The company’s previous campaigns such as the ‘No Lay’s, No Game’ featured big time soccer legends like Thiery Henry and David Bekham, who already have a big impact outside their playing career. With Lionel Messi in the ‘‘Oh Lay’s’’ campaign, the Lay’s brand has now placed a playful twist on classic football chants in Europe to further prove its knack for capturing the spirit of the ‘beautiful game’. To extend its reach globally, the company has continued to deepen its ties with soccer fans and strengthen its position as a brand that truly understands and celebrates the sport.
Supporting women in sports
The Lay’s marketing team has made a major contribution to the cause of women in sports by signing on as a tournament sponsor for the upcoming FIFA Women’s World Cup 2027. It’s a strategic partnership for the chip company since the women’s world cup will be the tournament’s first ever South American edition. Lay’s has also teamed up with female soccer star Mallory Swanson to raise awareness for women in sports and drive more excitement for these kinds of monumental events. This partnership is a strong statement about inclusivity that further acknowledges the growing prominence of women’s soccer on a global scale.
Engaging fans beyond the stadium
The reach of this sponsorship will go far beyond the stadiums since Lay’s is planning to engage with fans on a global scale through in-store and digital promotions before tournaments. Each world cup game will feel the brand’s presence thanks to the exposure on LED stadium display boards and press conference backdrops. Lay’s further intends to provide customers with immersive fan experiences at FIFA’s official fan zones across host cities, which will ensure that the love for Lay’s products and soccer go hand in hand. This is a firm indication of Lay’s expanding influence in the sports industry as an experience rather than just a snack.
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