Lay’s unveils star-studded lineup for new Champions League campaign

Lay’s, which is owned by PepsiCo, is official snack partner of the UEFA Champions League (UCL) and UEFA Women’s Champions League (UWCL). It is back for its third consecutive season of a campaign titled ‘No Lay’s, No Game’. 

Called ‘Lay’s Crawl’ (as in a pub crawl, but involving potato chips rather than alcohol), the latest version of the campaign explores what happens when four soccer legends walk into bars as part of an epic search for a pub serving Lay’s, 

The 2025 campaign introduces Alexia Putellas, a female footballer with Spain and FC Barcelona, as the newest brand ambassador alongside soccer legends Thierry Henry, Lionel Messi and Luis Suárez. 

It follows Putellas and Henry as they abruptly exit a live interview with well-known soccer journalist Guillem Balagué in search of a bar showing the game, asking one simple question at each venue to determine if it’s the right place: “Do you have Lay’s?”  

Legends stunned fans at each bar they stopped at  

If the answer was “yes”, the legends stay to watch the game. If the answer is “no”, fans miss out on a once-in-a-lifetime chance to take in a match with their heroes. Messi and Suárez are then shown joining in from Miami on their own quest, with the video cutting between the four players going from bar-to-bar, stunning fans at each stop. 

“I’ll never forget the fans’ reactions – it was incredible. As someone who grew up being a soccer fan watching all the players, I never imagined I would be living this experience from the other side,” comments Putellas.  

“I’m a lifelong fan of the sport, and there’s nothing like watching a good match with good friends. To be able to surprise fans and to work with a brand like Lay’s who shares that joy and passion for the game was an honour.” 

Adds Messi: “Luis and I had a blast dropping in on Miami fans – it’s not easy for us to watch a match in a bar like ‘normal fans’ so it was a special day. Miami has such a rich soccer culture – people here really live and breathe their love of the game.” 

As part of the latest campaign, Lay’s is hosting watch parties at Lay’s Lights pub locations around the world leading up to the finals. These locations are in Spain, Portugal, Germany, Ukraine and South Africa. 

You can watch the ‘Lay’s Crawl’ video here.