Lay’s has launched a new FIFA World Cup 2026 campaign featuring Steve Carell, David Beckham, Lionel Messi, Thierry Henry, and Alexia Putellas in a star-studded watch party campaign tied to the upcoming tournament.
The campaign, titled The Epic Watch Party, debuted on May 6 as part of Lay’s global “No Lay’s, No Game” platform. The commercial follows Beckham, Carell, Messi, Henry, and Putellas as they arrive at a grocery store, surprise shoppers, and invite select fans to join them for a special World Cup viewing party.
Created in partnership with Hungryman and Slap Global, the campaign blends cinematic storytelling with social media promotion and fan-engagement activations ahead of the 2026 tournament, which will be hosted across the United States, Canada, and Mexico.
Lay’s said the campaign is aimed at bringing football fans closer to some of the sport’s biggest stars through shared viewing experiences. Alexis Porter said, “The ‘No Lay’s, No Game’ campaign has always been about bringing fans closer to the sport and the players and personalities they love, in authentic, unforgettable and engaging ways.”
Porter added, “The Epic Watch Party, timed with the biggest football event on the planet, is about uniting some of the world’s greatest icons with real fans who share one simple truth: watching football is always better with Lay’s.”
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According to the company, the “No Lay’s, No Game” platform is now active in nearly 90 markets worldwide. As part of the initiative, Lay’s has also launched an “Epic Watch Party Channel” on WhatsApp, which has already attracted more than 10 million followers.
The channel gives fans access to voice notes, live reactions, and behind-the-scenes updates from the celebrity lineup throughout the FIFA World Cup 2026 cycle.
Lay’s Expands FIFA World Cup Push With U.S. Focused “Bandwagon” Campaign
Alongside “The Epic Watch Party,” Lay’s is preparing to launch a separate campaign titled “Bandwagon” focused on audiences in the United States.
The initiative is scheduled to begin in May and aims to encourage casual fans to support teams during the World Cup without stigma around “bandwagoning.” The campaign is part of Lay’s effort to broaden participation and engagement during the tournament.
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The FIFA World Cup 2026 will mark the first time the competition returns to North America since 1994. Lay’s is an official tournament sponsor and plans to continue rolling out campaign content across social platforms, messaging apps and digital channels throughout the lead up to the event.
