No Lay’s, No Game was a crowd-pleasing ad idea by agency, Slap Global, in real life and social. Perhaps the ultimate crowd-pleasing ad idea. It began as a live, in-stadium stunt during the 2023–2024 UEFA Champions League season. David Beckham and Thierry Henry run out of Lay’s and scour the stadium to find someone with Lay’s to trade for watching the game with them.

Now in time for the FIFA World Cup 2026, the latest instalment by the official sponsor of the FIFA World Cup 2026 is EPIC. The Epic Watch Party features legendary players – Alexia Putellas, Lionel Messi, David Beckham, Thierry Henry and Steve Carell – and real, unsuspecting fans. Fans who can show they have Lay’s at a supermarket car park are invited to a house party in Miami with the stars to watch the game.

The stunt cracks the difficult code of winning authentic connections with people during the biggest sporting event of the year, taking the limelight of fan engagement this World Cup 2026. Earlier this year, Lay’s kicked off this ultimate campaign with fan-centred activations including a legendary group chat the Epic Watch Party chat, on WhatsApp, where 4M+ fans are engaging with talent in real time. It will continue throughout the tournament this summer.

The Chat features real-time reactions, memes, voice notes, pre-match Lay’s reminders, and during the match, real-time updates and reactions from the legends, halftime entertainment and exclusive content drops and live reactions to every goal and unforgettable moment. In short, the chat gives fans behind-the-scenes access that outperforms traditional marketing campaigns.