What happened: Fabrizio Romano shared footage of Lionel Messi, David Beckham, Thierry Henry, Alexia Putellas and actor Steve Carell appearing together for a fan watch-party tied to Lay's and the FIFA World Cup. The promotion runs under the #NoLaysNoGame tagline and positions the snack brand as an official tournament partner. Access to the event was gated to consumers who engaged with the Lay's Football campaign.

Why it matters: The crossover is notable for clustering a current global icon (Messi), two retired greats (Beckham, Henry) and the reigning women's game standard-bearer (Putellas) in one branded moment, signaling how heavily sponsors are leaning into World Cup marketing well ahead of 2026. It also extends Messi's off-field commercial footprint during his Inter Miami run and reinforces Putellas's growing presence in mainstream soccer advertising. Carell's involvement leans on his comedic profile to widen the campaign's reach beyond core soccer fans.

What to watch: Watch for additional Lay's spots and fan-activation drops as the World Cup window approaches, and for whether other federations or club partners tie in to the same campaign.