“There’s a reason why fans choose Lay’s to make the most of every game day. There’s just something uniquely satisfying about our potato chips that brings people together,” said Alexis Porter, Global Vice President, Lay’s. “As we enter year three of No Lay’s, No Game, we’re taking fan engagement to the next level by bringing together some of the most celebrated soccer icons to once again remind fans why it is unthinkable to watch soccer without Lay’s. Our continued partnership with the UCL allows us to connect with fans in a way that only Lay’s can—creating experiences that are as unforgettable as the matches themselves.”
After surprising soccer fans at their front doors in 2023 and creating a truly epic in-stadium moment in 2024, Lay’s is once again delivering jaw-dropping surprises – this time at the ultimate gathering spot for soccer lovers: the pub. This year, Lay’s embarked on the first-ever Lay’s Crawl: an epic search for a pub serving Lay’s, surprising game-watching fans with appearances by four legendary players – first Putellas and Henry in Barcelona, followed by Messi and Suárez in Miami.
The 2025 campaign, which was created in partnership with Slap Global and directed by Andrew Lane, follows Putellas and Henry as they abruptly exit a live interview with soccer journalist Guillem Balagué in search of a bar showing the game, asking one simple question at each venue to determine if it’s the right place: “Do you have Lay’s?” If the answer was yes, the legends stayed to watch the game. If the answer was no, fans missed out on a once-in-a-lifetime experience to take in a match with their heroes. Messi and Suárez are then shown joining in from Miami on their own quest, with the video cutting between the four players going from bar-to-bar, stunning fans at each stop. You can view the Lay’s Crawl in its entirety here.
“I’ll never forget the fans’ reactions – it was incredible. As someone who grew up being a soccer fan watching all the players, I never imagined I would be living this experience from the other side,” said Alexia Putellas. “I’m a lifelong fan of the sport, and there’s nothing like watching a good match with good friends. To be able to surprise fans and to work with a brand like Lay’s who shares that joy and passion for the game was an honor.”
“Luis and I had a blast dropping in on Miami fans – it’s not easy for us to watch a match in a bar like ‘normal fans’ so it was a special day. Miami has such a rich soccer culture – people here really live and breathe their love of the game,” said Leo Messi. “It was another great experience being part of another campaign of No Lay’s, No Game because Lay’s always finds incredible ways to make watching soccer even better. I like that soccer fans and Lay’s are always game for anything!”
“What keeps me coming back to No Lay’s, No Game is the connection to fans. It’s so easy to feel disconnected behind a screen, so I love having the opportunity to meet with fans in person,” said Thierry Henry iconic striker, professional coach and sports broadcaster. “Watching soccer is such a social event. I used to watch the match with my dad growing up eating crisps and now I’m passing that tradition along to my family. It’s all about who you’re watching with – and of course snacking on Lay’s while you watch.”
“When I saw Alexia and Thierry had surprised fans in Barcelona, I thought, ‘It would be so cool if we could do that in Miami, too,'” said Luis Suárez. “I’m thankful to Lay’s for bringing No Lay’s, No Game to Miami and letting Leo and me show fans why they need to have Lay’s when watching the game.”
If you didn’t get a chance to bump into Putellas, Henry, Suárez or Messi in Barcelona or Miami, Lay’s has you covered. Lay’s is making sure fans won’t need to go on their own Lay’s Crawl to find their favorite chips by installing “Lay’s Lights” outside pubs around the world. These custom-built lights let soccer-lovers know that the game is on, and that location has Lay’s on hand. But that’s not all. Some lucky fans in the right place (Lay’s Lights bars) at the right time (during UCL games) and with the right snacks (Lay’s, obviously) might just get their tab covered by Putellas or Henry. Lay’s Lights pubs will be found in Spain, Portugal, Germany, Ukraine and South Africa.
To celebrate the launch of No Lay’s No Game, Lay’s will be hosting watch parties at Lay’s Lights locations around the world leading up to the finals, with lots of surprises still in store, including giveaways of exclusive branded merchandise. To stay up to date on the latest Lay’s Lights news and find your nearest location, visit Lay’s social channels.
Not near a Lay’s Light’s pub? Fans around the globe can still get in on the fun through a new interactive single player runner game – the Lay’s Dash. By scanning a QR code or visiting nolaysnogame.com, soccer fans can take on a digital quest for Lay’s, playing as one of their UCL heroes – Putellas, Henry or Messi. In the game, players race through an action-packed city, dodging obstacles and collecting as many Lay’s chips as possible for the chance to win fun prizes.
Don’t want to miss the action? To stay informed on No Lay’s, No Game news, follow Lay’s Football on Instagram.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
SOURCE PepsiCo
