With the FIFA World Cup 2026 draw now complete and the tournament bracket officially confirmed, Lay’s – the official snack partner – is rolling out a global World Cup marketing campaign designed to bring fans closer to the action. Leveraging WhatsApp marketing for the World Cup strategies, from introducing the first-ever “Fan of the Match” award to launching an immersive digital fan experience, Lay’s is redefining fan engagement ahead of the World Cup’s highly anticipated return to North America.
Exclusive Celebrity Content
In today’s highly competitive and increasingly expensive sports marketing landscape, Lay’s is tapping into a powerful digital trend – recreating the intimacy of group chats to drive deeper fan engagement during the FIFA World Cup.
As part of its iconic “No Lay’s, No Game” campaign, the brand is leveraging WhatsApp to create a unique World Cup fan experience. This first-of-its-kind WhatsApp channel invites fans into an exclusive, virtual inner circle featuring global football icons like Lionel Messi, Alexia Putellas, David Beckham, and Thierry Henry – alongside Hollywood star Steve Carell – as they plan the ultimate World Cup watch party.
Unlike traditional group chats, WhatsApp channels operate as one-way broadcast platforms. While the channel is open for fans to join globally, interaction is streamlined – users can react, like, and share content, as well as engage through interactive features such as quizzes and guided content.
The result is a scalable yet highly personalised fan engagement strategy, purpose-built for WhatsApp Marketing for the World Cup. By combining exclusive celebrity content with the familiarity of messaging platforms, Lay’s delivers a World Cup digital experience that feels personal, immersive, and socially engaging – without the complexity of managing real-time conversations at scale.
Fan of the Match: Celebrating the Fans
In a shift toward fan-first WhatsApp marketing for the World Cup, Lay’s is redefining fan engagement by introducing the “Fan of the Match” award for the first time in tournament history. Designed to mirror traditional player accolades, this innovative campaign puts supporters at the centre of the global football experience.
Across all 104 matches of the FIFA World Cup, one fan per game will be selected as the official Fan of the Match. Winners will receive premium match tickets, a once-in-a-lifetime “15 seconds of fame” moment on the stadium jumbotron, and an exclusive Fan of the Match trophy.
This initiative highlights a growing trend in sports marketing – recognising fans as key contributors to the atmosphere, energy, and global reach of major tournaments. By rewarding real supporters, Lay’s is creating a more immersive and inclusive World Cup experience that strengthens brand engagement and fan loyalty at scale.
World Cup Fan Gear & Watch Party Ideas
As excitement builds for the FIFA World Cup, Lay’s is tapping into the rapidly growing football culture in the U.S. with fan-focused activations, exclusive merchandise, and World Cup watch party ideas designed for every level of supporter.
The “Go Football” Jersey
Fans can enter to win a limited-edition World Cup jersey featuring interchangeable patches representing all 48 competing nations. This innovative concept allows supporters to switch allegiances throughout the tournament – making it one of the most versatile and engaging pieces of World Cup fan gear.
World Cup Watch Party Essentials
Building on the momentum of a mock tournament draw held in December, Lay’s is rolling out a series of campaigns and activations to help fans create the ultimate match-day experience. From curated snack selections to themed hosting ideas, the brand is positioning itself at the centre of every World Cup watch party.
By combining customisable merchandise with immersive fan experiences, Lay’s is strengthening its connection with global audiences while driving engagement throughout the tournament.
First-Party Data Drives Smarter WhatsApp Marketing for the World Cup
In today’s digital landscape, first-party data has become a cornerstone of effective marketing. The business strategy behind creating content isn’t just about engagement – it’s about gaining valuable insights into your audience.
By collecting data directly from subscribers, brands like Lay’s can better understand flavour preferences, team loyalties, sports interests, and consumer behaviour.
These insights allow companies to fine-tune their product offerings and marketing strategies. Ultimately, it helps with conversion and a broader relationship with the brand. However, brands need to put something out there that is worthy of coming back. In other words, providing valuable, engaging content is essential to encourage repeat interaction while building a rich first-party data ecosystem.
For brands looking to stay competitive, leveraging first-party data isn’t optional – it’s a strategic imperative.
Lay’s RePlay World Cup League: Driving Community Impact
Lay’s is taking its love for football off the field and into communities with the Lay’s RePlay World Cup League, in partnership with Common Goal. This initiative brings World Cup-style youth tournaments to nine cities across South Africa, Portugal, Italy, the UK, Mexico, the U.S., and Colombia, providing young talent with sustainable community pitches and opportunities to grow their skills.
With football rapidly gaining popularity in the U.S. and the World Cup returning to North America, Lay’s is committed to engaging fans of all ages, offering experiences that entertain while promoting the sport at a grassroots level.
Sports marketing has become a critical avenue for brands looking to connect during live cultural moments. Leading advertisers like Unilever have been planning their World Cup campaigns months in advance, while Disney reported a 10% increase in operating income from sports advertising in the first quarter of 2026. Lay’s approach demonstrates how brands can combine WhatsApp marketing for the World Cup with meaningful community impact, building both fan engagement and social value.
WhatsApp Marketing for the World Cup: The Evolution of Sports Marketing
Even in a crowded marketplace, live sports advertising is set to drive global ad spend to $1.04 trillion in 2026. As competition for sports marketing opportunities intensifies, industry experts say the next phase isn’t just about sponsorship – it’s about active participation in the sports ecosystem.
Effective sports marketing is no longer limited to placing a logo on a jersey or running a TV spot during a match. Instead, brands are striving to engage authentically with fans and integrate themselves into the culture of the sport. This approach allows companies to build deeper connections, increase brand loyalty, and create meaningful experiences that resonate with audiences beyond the game.
For brands looking to stay ahead, the shift from passive sponsorship to immersive fan engagement is key.