As the official snack partner of the FIFA World Cup 2026, Lay’s is bringing the excitement of the tournament closer to Saudi fans through locally inspired flavors, Saudi football stars, and community-driven experiences. Ahmed El-Sheikh, CEO of MENAPAK Foods at PepsiCo, discusses how the campaign celebrates the Kingdom’s football culture while connecting it to the global game.
Q: How does this Lay’s World Cup campaign bring together the passion of Saudi football fans with the brand’s global football legacy?
A: As the official snack partner of the FIFA World Cup 2026, Lay’s has long celebrated football as a game that brings people together across borders and cultures. In Saudi Arabia, where football is deeply woven into everyday life, it has an extraordinary ability to unite people across generations, families and communities. 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. It’s about creating experiences that feel authentic to Saudi fans while celebrating one of the world’s biggest sporting events.
Q: How important was it for this campaign to feel locally relevant, from the flavors to the choice of Saudi football stars?
A: Local relevance was essential from the very beginning. Saudi football fans have a unique relationship with the game, and we wanted the campaign to reflect the personalities, traditions and conversations that define matchday culture in the Kingdom.
As part of the global No Lay’s, No Game campaign, we brought together some of Saudi Arabia’s most loved football legends and current stars in a playful WhatsApp group chat as they planned their match viewing, debated fixtures, discussed gameday rituals and, of course, decided on the snacks. It was important that fans recognized their own conversations and experiences in those moments.
That same thinking extended to the flavor line-up, which was designed to celebrate football cultures from around the world while maintaining a strong local connection through flavors such as Saudi Pickled Lemon alongside Brazilian BBQ & Honey, Mexican Pineapple Jalapeño and French Sour Cream & Herbs. Combined with Lay’s locally produced chips, made using 100% Saudi-grown potatoes, we wanted to give fans another way to experience the global spirit of the tournament through a distinctly Saudi lens.
Q: Lay’s is known for creating shared moments. How does this campaign help bring families, friends, and football fans together?
A: Football is rarely experienced alone in Saudi Arabia. Matches are moments that bring together families, friends and entire communities, whether at home, in cafés or in larger watch parties. Lay’s has been part of those gatherings for decades, and this campaign builds on that by creating new shared experiences, from following players’ behind-the-scenes conversations to participating in the Fan of the Match experience and community watch parties. Ultimately, our goal is to create memorable experiences that bring people together and strengthen the connections that football naturally creates.
Q: How do limited-edition flavors help Lay’s create excitement and conversation beyond match day?
A: Snacks are an essential part of football gatherings, and the limited-edition World Cup flavors give fans a new way to engage with the tournament and share in the experience together. Each flavor is a celebration of iconic dishes that help define participating nations’ food cultures, from Brazilian BBQ & Honey and Mexican Pineapple Jalapeño to French Sour Cream & Herbs and Saudi Pickled Lemon, bringing global football cultures to Saudi fans through flavor.
At the same time, Lay’s has deep roots in the Kingdom, with every chip made locally using 100% Saudi-grown potatoes, making this a uniquely local expression of a global football moment. Much like football itself, flavors spark conversation, encourage discovery and become part of the shared experience.
Q: What role do Saudi football legends and current players play in making the campaign feel more personal to fans?
A: The involvement of Saudi football legends alongside today’s stars creates a bridge between generations of supporters. Players such as Salem Al Dawsari, Musab AlJuwayr and Nawaf AlAqidi alongside iconic figures such as Hussein Abdulghani and Mohammed Noor bring authenticity and familiarity to the campaign. Fans have grown up watching these players and celebrating their achievements, so seeing them interact in fun and relatable ways makes the experience feel much more personal and meaningful.
Q: Looking ahead, how do you see Lay’s continuing to celebrate Saudi culture, football, and community through future campaigns?
A: 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. 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.
Source: Saudi Gazette