With the FIFA World Cup 2026™ fast approaching, Lay’s is giving football fans in Saudi Arabia new ways to be part of the action through exclusive experiences, competitions, and behind-the-scenes content. As the tournament’s official snack partner, Lay’s has launched its first-ever Fan of the Match programme. Lucky winners will receive two premium match tickets, pitch-side access after the game, a custom Fan of the Match trophy, and a chance to appear on the stadium’s big screen during halftime. Fans can enter by scanning the QR code on specially marked Lay’s packs.

The campaign is also bringing together some of Saudi Arabia’s biggest football stars. As part of Lay’s global “No Lay’s, No Game” campaign, current players including Salem Al Dawsari, Musab Al Juwayr, and Nawaf Al Aqidi join football legends Hussein Abdulghani, Mohaisen Al Jamaan, and Mohammed Noor in a WhatsApp group chat, where they share voice notes, friendly debates, behind-the-scenes moments, and plans for watching the tournament together. Fans will also get a closer look at the Kingdom’s biggest World Cup watch party, hosted by some of Saudi Arabia’s football icons.

Ahmed El Sheikh, President and General Manager of MENAPAK Foods at PepsiCo, said Saudi Arabia’s third consecutive FIFA World Cup appearance is a proud milestone for the country. He added that Lay’s, made locally using 100% Saudi-grown potatoes, has long been part of matchday traditions and hopes these new experiences will bring fans even closer to the excitement of the tournament.