- Lay's launched its "Jump On, America" campaign on May 14, 2026, starring Will Ferrell, David Beckham, and Marshawn Lynch ahead of the FIFA World Cup 2026™, returning to the U.S. for the first time since 1994.
- The campaign reframes "bandwagon fans" as welcome, Ferrell drives a branded Lay's Bandwagon encouraging casual fans to jump in, pick any team, and grab chips, no soccer expertise required.
- Lay's Bandwagon Tour will hit Los Angeles, Dallas, and New York City with on-site activations, product sampling, and talent appearances tied to its FIFA World Cup 2026 Official Sponsorship.
- Limited-edition World Cup flavors, including Argentinian-Style Steak with Chimichurri and Brazilian-Style Garlic Sauce, are available nationwide; fans can also enter to win FIFA World Cup 2026 Final tickets at laysfwc26.com.
As FIFA World Cup 2026 prepares to kick off across North America, Lay’s is turning the “bandwagon fan” label from an insult into an open invitation.
The snack giant, an Official Sponsor of FIFA World Cup 2026, dropped its “Jump On, America” campaign on May 14, led by comedian Will Ferrell behind the wheel of a branded Lay’s Bandwagon.
Ferrell, fresh off his ongoing multi-campaign partnership with PayPal, brings the same signature over-the-top energy here, urging Americans to grab chips, pick a team, and enjoy the sport without the gatekeeping.
Along for the ride are David Beckham and retired NFL star Marshawn Lynch. Beckham, who co-owns MLS Cup 2025 champions Inter Miami and was knighted by King Charles III in 2025, has a prior World Cup history with Lay’s.
Beckham recently appeared alongside Lionel Messi and Thierry Henry in the brand’s “No Lay’s, No Game” FIFA World Cup 2026 campaign.
Lynch, who appeared in Amazon Prime’s The Pickup in August 2025 and fronted a PrizePicks campaign in January 2026, adds a quintessentially American sports energy to the ensemble.
Beyond the ad, the Bandwagon Tour makes stops in Los Angeles, Dallas, and New York City. Internationally, Lay’s “Epic Watch Party” campaign runs on WhatsApp, keeping global fans connected through the tournament.
Lay’s, a PepsiCo brand, has a longstanding history of World Cup-era celebrity campaigns, having previously featured Lionel Messi and Thierry Henry across its UEFA Champions League “No Lay’s, No Game” platform since 2023. Beckham has also previously partnered with PepsiCo on campaigns dating back to 2002.
Takeaways
This campaign is a smart play on cultural timing. The FIFA World Cup hasn’t touched U.S. soil since 1994, and Lay’s knows a huge portion of its target audience is showing up to the tournament as total newcomers.
Instead of trying to speak to hardcore fans, the brand is betting on the casual majority, the people who’ll show up to a viewing party because their friends invited them, not because they’ve followed qualifying rounds. Ferrell is perfect casting for that energy. He’s not a soccer guy, and that’s the point.
What’s also notable here is Lay’s doubling down on Beckham within the same World Cup cycle. First the global “No Lay’s, No Game” campaign, now the American “Bandwagon” push, Beckham is clearly the brand’s anchor face for this tournament.
Pairing him with Lynch adds a cross-sport, all-American flavor that signals Lay’s is working hard to close the gap between soccer and mainstream U.S. sports culture.
The Bandwagon Tour activations in three major U.S. cities also show this isn’t just a TV spot play, it’s a full-funnel push built for a culturally pivotal moment.
Is Lay’s “bandwagon fans welcome” message the most effective way to grow soccer’s audience in the U.S., or does it risk undermining the sport’s credibility with committed fans? With Beckham now featuring in two separate Lay’s World Cup campaigns, is he becoming the brand’s de facto global soccer ambassador?
