By Audrey Kemp, LA Reporter

February 22, 2024 | 3 min read

In Lay’s Uefa Champions League campaign, two legendary footballers are on the offense – this time, to reward soccer fans with chips in hand.

Lay’s, a championing chip brand and official snack partner of the Uefa Champions League (UCL), has today unleashed its global ‘No Lay’s, No Game’ campaign, promising unexpected rewards for soccer fans chipping out on gameday.

In anticipation of the Uefa Champions League in late June, Lay’s launched a TV commercial starring soccer legends David Beckham and Thierry Henry. The spot was shot in under five minutes during a live match between AC Milan and PSG at Milan’s San Siro stadium before a crowd of 75,000 fans.

Their task? To reward those with Lay’s in hand in an effort dubbed “Chip Cam“ – a play on the traditional “kiss cam.”

The duo rewarded a fortunate father-daughter duo spotted with Lay’s, elevating their game-day experience with an exclusive invitation to watch alongside them.

“We had a great day filming at the San Siro stadium for ‘No Lay’s, No Game,’“ Beckham said in a statement. “Whenever Thierry and I get together, it’s always a lot of fun – and it was fantastic being able to surprise 75,000 fans.“

But the campaign doesn’t stop at the stadium; for fans not present at San Siro, Lay’s is introducing the “Lay’s Detector.” Utilizing Meta technology, the digital experience rewards fans with exciting prizes, exclusive content and even tickets to the UCL Men’s Finals at Wembley Stadium in London. Fans need only prove they have Lay’s with them while watching a game by scanning the QR code on Lay’s social channels or the commercial.

“We’ve heard from soccer fans from all over the world and they tell us the same thing: whether watching with a group of friends or at home solo, the experience is always better when sharing a bag of Lay’s,” said Ciara Dilley, vice-president of marketing, global foods group at PepsiCo. “This year, ’No Lay’s, No Game’ is giving fans even more reasons to have Lay’s in hand. For those who do, something truly remarkable might happen. And those who don’t? They may be left missing out.”

The campaign was created in partnership with Slap Global and directed by award-winning commercial and television director Andrew Lane. The spot is slated to air throughout the UCL tournament and will continue to roll out globally in the lead-up to the Women’s and Men’s Finals in the spring.

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