Lay’s is expanding its activation around the FIFA World Cup 2026™ with a U.S.-focused consumer campaign designed to broaden participation in the tournament and reinforce the brand’s position around shared viewing occasions and snacking occasions. The initiative combines celebrity-led advertising, experiential marketing and limited-edition product launches as the PepsiCo-owned potato chip brand builds momentum ahead of next year’s tournament. As an Official Sponsor of FIFA World Cup 2026™, Lay’s is positioning the campaign around accessibility rather than traditional sports fandom, encouraging consumers to engage with the tournament regardless of their level of football knowledge. At the centre of the campaign is a new commercial featuring actor and comedian Will Ferrell alongside former footballer David Beckham and former American football player Marshawn Lynch. According to Lay’s, the campaign reframes the idea of the “bandwagon fan” into an open invitation to participate in the tournament experience. The campaign also extends into physical consumer activations. Lay’s plans to take a branded “Bandwagon” experience on tour across Los Angeles, Dallas and New York City, where consumers will be able to participate in product sampling and interactive brand experiences tied to the FIFA World Cup.

The company said the strategy reflects broader consumer behaviour around major sporting events, where food and snacking increasingly form part of the viewing experience.

“People love to pretend you have to pass some kind of test to enjoy the FIFA World Cup,” said Will Ferrell. “Lay’s is basically saying: forget that. Just jump on the Bandwagon, grab some chips, and have fun. No expertise required, just enthusiasm and snacks.”

Alongside the campaign, Lay’s is introducing a limited-edition flavour programme in the U.S. market, including Lay’s Argentinian-Style Steak with Chimichurri, Lay’s Brazilian-Style Garlic Sauce and Lay’s Wavy French Onion Soup. The products will be available through retail channels nationwide as well as online distribution channels including snacks.com and TikTok Shop. Lay’s is also supporting the campaign with promotional mechanics linked to tournament engagement, including limited-edition merchandise and ticket giveaways tied to the FIFA World Cup 2026™ Final. Internationally, the company is continuing its “No Lay’s, No Game” platform with a separate activation programme intended to connect consumers around match viewing occasions.

For the potato industry, the campaign highlights how global snack brands continue to use major sporting events not only as advertising platforms but as integrated demand-generation vehicles combining branded products, retail visibility, digital engagement and experiential marketing.