{"id":42235,"date":"2026-05-05T17:04:44","date_gmt":"2026-05-05T17:04:44","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=42235"},"modified":"2026-05-05T17:05:11","modified_gmt":"2026-05-05T17:05:11","slug":"lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/","title":{"rendered":"Lionel Messi, David Beckham, Thierry Henry &amp; Others Star in Lay\u2019s FIFA World Cup 2026 Campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Lay&#8217;s, the PepsiCo-owned snack brand and Official Sponsor of the FIFA World Cup 2026, has launched two major marketing campaigns ahead of the tournament&#8217;s return to North America for the first time since 1994.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now in its fourth year, &#8220;No Lay&#8217;s, No Game&#8221; reaches its biggest deployment yet, uniting Lionel Messi, Sir David Beckham, Thierry Henry, Alexia Putellas, and Steve Carell in an &#8220;Epic Watch Party&#8221; ad that surprises real supermarket shoppers and invites them to watch football together. The crew ultimately chose Beckham to host, but only if everyone brought a bag of Lay&#8217;s to get in.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Most Epic Watch Party with Alexis Putellas, Leo Messi, David Beckham, Thierry Henry and Steve Carell\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/sS_05OLVkxU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Messi&#8217;s relationship with Lay&#8217;s stretches back to early 2014, when PepsiCo first launched a major global campaign featuring the Argentine legend.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Off-campaign, Messi recently inked endorsement deals with Beats By Dre and Stanley, while he led Inter Miami to their first-ever MLS Cup title in 2025, winning back-to-back league MVP honors, and scored his 900th career goal in March 2026. Just this week, he also <a href=\"https:\/\/bookingagentinfo.com\/news\/messi-ronaldo-mbappe-and-vinicius-star-in-lego-2026-world-cup-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">joined Messi, Ronaldo, Mbapp\u00e9, and Vinicius in the LEGO FIFA World Cup 2026 campaign<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beckham&#8217;s relationship with Lay&#8217;s dates back to the 2024 campaign, with his most recent brand wins including SharkNinja and Stella Artois, deals that helped his holding company post $92.3 million in annual revenue. He also starred alongside <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/mohamed-salah\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mohamed Salah<\/a> and <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/alexia-putellas\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Alexia Putellas<\/a> in a <a href=\"https:\/\/bookingagentinfo.com\/news\/david-beckham-mohamed-salah-alexia-putellas-star-in-global-campaign-for-pepsi\/\" target=\"_blank\" rel=\"noreferrer noopener\">global Pepsi campaign<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alongside the global platform, Lay&#8217;s is launching &#8220;Bandwagon,&#8221; a new U.S.-specific campaign flipping the &#8220;bandwagon fan&#8221; narrative from negative to welcoming, designed for those new to soccer without judgment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond the ad, Lay&#8217;s will also roll out its &#8220;Lay&#8217;s RePlay&#8221; program, transforming used chip bags into sustainable football pitches worldwide, with 12 community pitches already opened across 11 countries since 2021.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This campaign is a masterclass in sports marketing timing. With the FIFA World Cup landing on American soil for the first time in 32 years, Lay&#8217;s is making its boldest move yet, and they&#8217;re not just buying celebrity faces, they&#8217;re buying cultural bridges. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Messi connects Latin America and the die-hard global football community. Beckham bridges football&#8217;s European heritage with American pop culture. Henry brings French football credibility, while Putellas signals that women&#8217;s football is no longer an afterthought in major brand campaigns. And Steve Carell is the wildcard, the everyday American fan who doesn&#8217;t know the offside rule but showed up anyway. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The WhatsApp channel cracking 10 million followers before the tournament even kicks off tells you everything about where this campaign is headed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With Lay&#8217;s pulling off the biggest snack brand campaign in World Cup history, how much pressure does this put on rivals like Pringles and Doritos to respond? Is the &#8220;Bandwagon&#8221; campaign a smart, inclusive move or does it risk alienating hardcore football fans who pride themselves on long-term loyalty to the sport?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lay&#8217;s, the PepsiCo-owned snack brand and Official Sponsor of the FIFA World Cup 2026, has launched two major marketing campaigns ahead of the tournament&#8217;s return to North America for the first time since 1994. Now in its fourth year, &#8220;No Lay&#8217;s, No Game&#8221; reaches its biggest deployment yet, uniting Lionel Messi, Sir David Beckham, Thierry [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,14,11,26,15],"tags":[],"class_list":["post-42235","post","type-post","status-publish","format-standard","hentry","category-brand-ambassador","category-campaigns","category-endorsements","category-soccer","category-sports"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lionel Messi, David Beckham, Thierry Henry &amp; Others Star in Lay\u2019s FIFA World Cup 2026 Campaign<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lionel Messi, David Beckham, Thierry Henry &amp; Others Star in Lay\u2019s FIFA World Cup 2026 Campaign\" \/>\n<meta property=\"og:description\" content=\"Lay&#8217;s, the PepsiCo-owned snack brand and Official Sponsor of the FIFA World Cup 2026, has launched two major marketing campaigns ahead of the tournament&#8217;s return to North America for the first time since 1994. Now in its fourth year, &#8220;No Lay&#8217;s, No Game&#8221; reaches its biggest deployment yet, uniting Lionel Messi, Sir David Beckham, Thierry [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Booking Agent Info News\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-05T17:04:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-05T17:05:11+00:00\" \/>\n<meta name=\"author\" content=\"Timeyin Mammah\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@EvergreenWrites\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Timeyin Mammah\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Lionel Messi, David Beckham, Thierry Henry &amp; Others Star in Lay\u2019s FIFA World Cup 2026 Campaign","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/","og_locale":"en_US","og_type":"article","og_title":"Lionel Messi, David Beckham, Thierry Henry &amp; Others Star in Lay\u2019s FIFA World Cup 2026 Campaign","og_description":"Lay&#8217;s, the PepsiCo-owned snack brand and Official Sponsor of the FIFA World Cup 2026, has launched two major marketing campaigns ahead of the tournament&#8217;s return to North America for the first time since 1994. Now in its fourth year, &#8220;No Lay&#8217;s, No Game&#8221; reaches its biggest deployment yet, uniting Lionel Messi, Sir David Beckham, Thierry [&hellip;]","og_url":"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/","og_site_name":"Booking Agent Info News","article_published_time":"2026-05-05T17:04:44+00:00","article_modified_time":"2026-05-05T17:05:11+00:00","author":"Timeyin Mammah","twitter_card":"summary_large_image","twitter_creator":"@EvergreenWrites","twitter_misc":{"Written by":"Timeyin Mammah","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/#article","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/"},"author":{"name":"Timeyin Mammah","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/7f77b56ef3d8294c3f63279ba9ad5ed6"},"headline":"Lionel Messi, David Beckham, Thierry Henry &amp; Others Star in Lay\u2019s FIFA World Cup 2026 Campaign","datePublished":"2026-05-05T17:04:44+00:00","dateModified":"2026-05-05T17:05:11+00:00","mainEntityOfPage":{"@id":"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/"},"wordCount":493,"commentCount":0,"publisher":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"},"articleSection":["Brand Ambassador","Campaigns","Endorsement Deals","Soccer","Sports"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/#respond"]}],"copyrightYear":"2026","copyrightHolder":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"}},{"@type":"WebPage","@id":"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/","url":"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/","name":"Lionel Messi, David Beckham, Thierry Henry &amp; Others Star in Lay\u2019s FIFA World Cup 2026 Campaign","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/#website"},"datePublished":"2026-05-05T17:04:44+00:00","dateModified":"2026-05-05T17:05:11+00:00","breadcrumb":{"@id":"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/bookingagentinfo.com\/news\/lionel-messi-david-beckham-thierry-henry-others-star-in-lays-fifa-world-cup-2026-campaign\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/bookingagentinfo.com\/news\/"},{"@type":"ListItem","position":2,"name":"Lionel Messi, David Beckham, Thierry Henry &amp; Others Star in Lay\u2019s FIFA World Cup 2026 Campaign"}]},{"@type":"WebSite","@id":"https:\/\/bookingagentinfo.com\/news\/#website","url":"https:\/\/bookingagentinfo.com\/news\/","name":"Booking Agent Info News","description":"","publisher":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/bookingagentinfo.com\/news\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/bookingagentinfo.com\/news\/#organization","name":"Booking Agent Info News","url":"https:\/\/bookingagentinfo.com\/news\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/logo\/image\/","url":"https:\/\/bookingagentinfo.com\/news\/wp-content\/uploads\/2023\/10\/logo-2.png","contentUrl":"https:\/\/bookingagentinfo.com\/news\/wp-content\/uploads\/2023\/10\/logo-2.png","width":396,"height":274,"caption":"Booking Agent Info News"},"image":{"@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/7f77b56ef3d8294c3f63279ba9ad5ed6","name":"Timeyin Mammah","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/5248b70a412589f5d9580574f841d56dd3a1f83644275960402105a9f8bfa498?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5248b70a412589f5d9580574f841d56dd3a1f83644275960402105a9f8bfa498?s=96&d=mm&r=g","caption":"Timeyin Mammah"},"description":"Timeyin Mammah is a sports and entertainment writer with bylines in The Difference News, The Pointer Newspaper, Business Hallmark, and The Diplomat. Timeyin specializes in celebrity news, entertainment coverage, and sports analysis, delivering engaging stories that capture the pulse of popular culture","sameAs":["https:\/\/x.com\/EvergreenWrites"],"url":"https:\/\/bookingagentinfo.com\/news\/author\/mammahtimeyingmail-com\/"}]}},"_links":{"self":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts\/42235","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/comments?post=42235"}],"version-history":[{"count":2,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts\/42235\/revisions"}],"predecessor-version":[{"id":42237,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts\/42235\/revisions\/42237"}],"wp:attachment":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/media?parent=42235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/categories?post=42235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/tags?post=42235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}