Lay’s Launches FIFA World Cup 2026™️ Campaign in Saudi Arabia, Celebrating Football Passion, Local Stars, and Regional Flavors

Lay’s, the official snack partner of the FIFA World Cup 2026™️, has unveiled its campaign across Saudi Arabia, bringing together the Kingdom’s deep passion for football with the brand’s global sporting legacy. Led by Ahmed El-Sheikh, CEO of MENAPAK Foods at PepsiCo, the campaign highlights Saudi Arabia’s matchday culture through local football icons, exclusive regional flavors, and locally grown ingredients.
Bringing Global Moments to Saudi Football Fans
Football serves as a powerful unifying force across generations in Saudi Arabia. To honor this local connection, Lay’s is introducing experiences and flavors tailored specifically to Saudi tastes as part of its global “No Lay’s, No Game” platform.
> “In Saudi Arabia, football is deeply woven into everyday life and has an extraordinary ability to unite people across generations, families, and communities,” said Ahmed El-Sheikh, CEO of MENAPAK Foods at PepsiCo. “From celebrating local football icons to introducing flavors inspired by Saudi tastes—including the limited-edition Saudi Pickled Lemon flavor—the campaign brings a uniquely local perspective to a global moment.”

Campaign Highlights
* Exclusive Global & Local Flavors: A new limited-edition flavor lineup celebrating participating nations’ culinary cultures, featuring Saudi Pickled Lemon alongside Brazilian BBQ & Honey, Mexican Pineapple Jalapeño, and French Sour Cream & Herbs.
* 100% Saudi-Grown Potatoes: Every Lay’s chip in the Kingdom is produced locally using 100% Saudi-grown potatoes, reflecting PepsiCo’s commitment to supporting local agriculture.
* Bridging Generations of Football Stars: The campaign unites current Saudi stars—Salem Al Dawsari, Musab AlJuwayr, and Nawaf AlAqidi—alongside legends Hussein Abdulghani and Mohammed Noor to create an authentic connection with fans across generations.
* Relatable Matchday Storytelling: Fans can follow players interacting through a playful WhatsApp group chat format as they plan match viewings, discuss rituals, and decide on matchday snacks.
* Community-Centric Engagement: Interactive experiences including community watch parties, behind-the-scenes content, and the “Fan of the Match” activation designed to deepen connections among family and friends.
A Continued Commitment to the Kingdom
As Saudi Arabia remains a key market globally for PepsiCo, Lay’s continues to emphasize local culture, talent, and community engagement in its long-term strategy.
“Saudi Arabia continues to be one of our most important markets globally, and we remain committed to creating campaigns that celebrate local culture, support Saudi talent, and bring communities together,” El-Sheikh added. “Whether through innovation, storytelling, or shared experiences, we’ll continue to find new ways to connect with Saudi fans through the moments of joy and passions that matter most to them.”