To kickstart the countdown to the FIFA World Cup 2026, Lay’s has brought the global tournament closer to fans in Saudi Arabia, honoring the matchday traditions and shared moments that unite supporters during one of the world’s biggest football events.
As the official snack partner of the FIFA World Cup 2026, Lay’s has introduced opportunities for fans in Saudi Arabia to connect with the tournament and with one another, from pitch-side access to behind-the-scenes moments with football legends.
“Saudi Arabia’s third consecutive FIFA World Cup is a proud moment for the entire country. Lay’s has deep roots in the Kingdom, with every chip made locally using 100% Saudi-grown potatoes,” said Ahmed El Sheikh, President and General Manager of MENAPAK Foods at PepsiCo.
“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,” he added.
The inaugural Lay’s Fan of the Match programme offers selected fans two premium tickets, pitch‑side access at the end of the match and a custom Lay’s Fan of the Match trophy. Winners will also feature on the stadium jumbotron at halftime. Fans can enter the lucky draw by scanning the code on the new Lay’s packs.
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This promotion has been amplified through a campaign featuring, local Saudi football players and icons Salem Al Dawsari, Musab AlJuwayr, Nawaf AlAqidi reunite with Saudi football legends Hussein Abdulghani, Mohaisen AlJamaan & Mohammed Noor, and many more, in a WhatsApp group chat to plan their match viewing.
Supporters can follow along in real time, with voice notes, behind-the-scenes moments and debates on matchups, gameday fits, and matchday snacks. Fans will also get a first-hand experience of their favorite local football legends hosting the biggest watch party in the Kingdom.
Credits:
Client: PepsiCo Lay’s
Agencies: OMD; House of Comms
