How Lay's made the FIFA World Cup 2026 experience the most unique one yet
Sponsored: From the first-ever Fan of the Match experience to honouring age-old match-day traditions
With the FIFA World Cup 2026 officially coming to a close this week, it’s time to take a look back on how Lay’s changed the game over the course of the 104 matches.
As the official snack partner of the FIFA World Cup 2026, Lay’s brought a slice of the global tournament closer to the home ground for fans in the Kingdom in an experience that focused on creating shared moments that unite supporters.
View this post on Instagram
Going above and beyond normal snack partners, Lay’s introduced opportunities for fans in Saudi Arabia to connect with the tournament and with one another, from pitch-side access and premium tickets to behind-the-scenes moments with football legends.
As part of the global “No Lay’s, No Game” campaign, local Saudi football players and icons Salem Al Dawsari, Musab AlJuwayr, and Nawaf AlAqidi reunited with Saudi football legends Hussein Abdulghani, Mohaisen AlJamaan and Mohammed Noor to give fans a first-hand experience of their favourite local football legends hosting the biggest watch party in the Kingdom.
When speaking about the campaign, Ahmed El Sheikh, President and General Manager of MENAPAK Foods at PepsiCo, said: “Lay’s has deep roots in the Kingdom, with every chip made locally using 100% Saudi-grown potatoes. Through a shared love of the game, we’ve been part of everyday gatherings and matchday traditions for decades. We hope these new experiences give supporters exciting ways to feel connected to the tournament and each other.”
Fan of the Match
The best part? For the FIFA World Cup 2026, Lay’s even launched the Lay’s Fan of the Match programme, where lucky selected fans received two premium tickets, pitch‑side access at the end of the match, and a custom Lay’s Fan of the Match trophy as a keepsake. Winners were even featured on the stadium jumbotron at halftime.
So, how did it work? Fans entered the lucky draw by scanning the code on the new, exclusive Lay’s packs. One winner was selected per game globally, meaning a total of 104 lucky fans were selected over the course of the tournament.
For more, please follow: @laysarabia | @lays_football
