Messi, Pogba & Martens Launch Lay’s Global UEFA Champions League Campaign
Lay’s® has premiered a new global campaign centred on uniting and bringing joy to people around the world through football.
With this season’s fans viewing matches in living rooms versus stadiums due to the pandemic, Lay’s is looking to bring matchday excitement into the home with six-time Ballon d’Or winner Lionel Messi, world champion Paul Pogba and UEFA Women’s Player of the Year 2017 Lieke Martens.
The heart of the program, “Apartment Arena,” sees Messi and Martens sparking an energetic stadium atmosphere as they unite an apartment building in watching the game together – but apart – from their balconies.
“Even in the toughest of times, joy is all around us – we just need to be open to spotting and sparking it,” said Sebnem Erim, Vice President, Marketing, Global Foods, PepsiCo.
“Lay’s is an every-fan brand that can relate, and we know there is no greater joy than shared football fandom. We’re looking forward to creating these moments with this year’s program.”
Lay’s and Messi have partnered to facilitate game day viewing by giving fans the chance to send personalised videos from Messi himself, in 10 different languages, to invite friends to watch the game. Messi Messages is a world-first, using innovative technology that makes organising matchday easier.
Messi said: “Football is the world’s greatest sport, with one of the key reasons being the power the game has to unite, connect and bring joy, especially in these times. I am proud to share that in new ways this year with Lay’s and some truly unique initiatives.”
Lay’s multi-year premier partnership with UEFA Women’s football sits alongside its sponsorship of the Men’s UEFA Champions League.
Speaking of the launch of the campaign, Martens, said: “In Lay’s first effort across both Men’s and Women’s football, we’ve come together to create a moment of joy out of the everyday: watching a match at home. I think it is so relatable and powerful to see that no matter where or how we watch, we’re united in the energy and excitement of the game.”
Manchester United’s Pogba, commented: “I was delighted to take part in another Lay’s football campaign. It’s always high-energy and fun – and I am personally excited to bring our fans some well-earned smiles this year.”
Join in the conversation online and enjoy the 2021 Men’s and Women’s UCL matches with Lay’s and #BETTERTOGETHER.