BRAND CAMPAIGNS

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

By our African Marketing Confederation News Team | 2025

Four past and current soccer stars go on a ‘pub crawl’ in search of a bar showing the big game – and stocking Lay’s potato chips.

As the 2025 UEFA Champions League competition completes its Round of 16 knockout stage and heads towards the quarter-finals in early April, potato chip brand Lay’s has again unveiled a star-studded lineup of past and current soccer stars in a campaign to promote its involvement.

Photo: Lay’s

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.

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Rozanne
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.