Bars that didn’t have Lay’s were a quick visit. However, if they did, the soccer heroes stayed.

“The bars where they had Lay’s, there were signings—’sign my shirt that I’m wearing, please sit down and watch with me,’” Porter said. “Sometimes they’re so surprised that it takes a minute to register. ‘What, this is actually him, this is actually her … how am I going to manage myself?’ It’s kind of fun.”

Beyond the bowl

With Lay’s already signed on as an official sponsor of the men’s World Cup in 2026 and the women’s tournament in 2027, the brand is incrementally extending its “No Lays, No Game” campaign to include more than ads.

The Lay’s Lights and accompanying contest expand the Champions League campaign’s physical reach beyond Europe and into pockets of passionate fandom. By bringing Putellas aboard, Lay’s not only emphasizes its previous support of women’s soccer but also looks ahead to future events as women’s sports fandom grows globally.

Finally, the brand has built elements of the campaign into a single-player running game—the Lay’s Dash. In certain markets, fans who scan a QR code or visit nolaysnogame.com can play as Putellas, Henry, or Messi as they sprint through obstacle-laden cities collecting Lay’s chips and attempting to win prizes.

“There are only so many campaigns where you don’t repeat it if it’s doing amazing things for your brand,” Porter said. “The fact that we’ve taken this from homes to stadiums to now [the pub] … there’s something really beautiful about a pub or a bar because it’s communal. You don’t expect your football hero to walk into the pub.”