‘No Lay's, No Game’ Returns with Star-Studded Cast — Making Sure Fans Everywhere are Game-Day Ready for the FIFA World Cup 2026™

Leading up to the FIFA World Cup 26™ Final Draw, Lay’s brings its award-winning football platform to its biggest stage yet uniting global megastars Alexia Putellas, Lionel Messi, Sir David Beckham, Steve Carell, and Thierry Henry, as they decide who will host the most epic watch party ahead of FIFA World Cup 26™.

 Lay’s, the #1 Potato Chip Brand in the World[1], is marking a new chapter in celebrating fandom and the joy of football as the Official Snack Sponsor of the world’s ultimate sports showcase: the FIFA World Cup 26™. As excitement builds towards what’s set to be the most-watched sporting event ever, Lay’s is entering a new era. Following its recent global rebrand and leading up to the excitement of the FIFA World Cup 26™ Final Draw, Lay’s returns with its celebrated “No Lay’s, No Game” platform to remind the world of one simple truth: it’s unthinkable to watch football without Lay’s.

Now, in its fourth year and first FIFA World Cup™ appearance, “No Lay’s, No Game” brings football greats Alexia Putellas, Lionel Messi, Sir David Beckham, and Thierry Henry all together for the first time — to celebrate what unites us all: the love of the game, the joy of watching it with others, and of course, the Lay’s potato chips.  Making his “No Lay’s, No Game” debut is superstar Steve Carell, a casual football fan who, like many, will be joining the party in 2026 for the fun, food and iconic memories that only FIFA World Cup™ can bring.

“From at-home watch parties to the electrifying energy of stadiums, Lay’s is proud to add flavor and community to the moments of togetherness that are such an important part of the FIFA World Cup,” said Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods. “As Lay’s enters a new era, we’re bringing ‘No Lay’s, No Game’ to the FIFA World Cup 26, and teaming up with some of the world’s most beloved stars, reminding fans everywhere that no football-watching experience is complete without a pack of Lay’s by their side.”

The Ultimate Watch Party

To kick off the countdown to FIFA World Cup 26™, Lay’s has released its own version of the Final Draw — a hilarious group video call where 5 friends settle the ultimate pre-match debate: who’s hosting the watch party, and who’s bringing the Lay’s?

“After so many years of collaboration with Lay’s, it’s always a pleasure to be part of their campaigns,” said Messi. “Being involved in another chapter of No Lay’s, No Game — especially planning this party with this great cast — was another fantastic experience.”

As the tournament approaches, Lay’s will continue to bring fans closer to the action with surprises, global activations, and experiences fans won’t want to miss. This is just the beginning of what’s to come.

A Tradition of Feeding Fandom

After knocking on fans’ doors in 2023, creating an extraordinary in-stadium moment in 2024 and going on an epic bar crawl in 2025,  the Lay’s football icons will be back again in 2026 to create new, surprising, and unforgettable football-watching experiences for fans.

Because watching the world’s #1 sport deserves the world’s #1 potato chip brand, Lay’s is dedicated to making every matchday a shared experience, with the unmistakable crunch and flavor that brings people together, wherever they are.

“For the past four years, I’ve seen first-hand how Lay’s and the ‘No Lay’s, No Game’ campaign have surprised fans everywhere, showing them just how much better the match can get if they are watching with Lay’s in hand,” said Henry. “Lay’s commitment to football goes beyond what happens on the field – it’s about creating memorable experiences that unite fans, which is what makes this partnership so meaningful to me.”

Lay’s RePlay: Football for Social Good

Lay’s shares FIFA’s belief in the power of football to unite and inspire positive change. In 2026, Lay’s will bring together Lay’s RePlay pitches worldwide for a special FIFA World Cup™-inspired program. Lay’s RePlay was launched in 2021 in partnership with Common Goal as a global initiative to bring joy to deserving communities around the world through the power of football. Lay’s RePlay transforms used Lay’s chip bags into permanent, sustainable football pitches – creating community spaces that provide more access to the sport. To date, Lay’s RePlay has opened 12 community pitches in 11 countries around the world, delivering over 20,000 hours of football-based educational programming, and enabling more than 860,000 play sessions. Fans can stay tuned for more information about Lay’s RePlay x the FIFA World Cup 26™ initiative in the coming months – including a once-in-a-lifetime opportunity they won’t want to miss.

Bringing the Whole Lineup to the Pitch

Lay’s participation goes beyond the bag by uniting FIFA World Cup 26™ with an iconic global portfolio of food brands and turning every match into a moment to celebrate and share together. As Official Sponsor of both the FIFA World Cup 26™ and FIFA Women's World Cup 2027™, Lay's, alongside Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker and Gamesa, will bring fans closer to the game than ever before with exclusive experiences, merchandise, consumer activations and more.

To learn more about how Lay’s is bringing more moments of joy to FIFA World Cup 26™ and to view the kickoff campaign film, follow on all social media platforms @Lays_Football.