November 12: Lay’s has signed a sponsorship deal with CONMEBOL that will bring the Copa Libertadores to the snack brand’s global soccer marketing platform.
The deal makes Lay’s an official sponsor of South American football and adds the Libertadores to its “No Lay’s, No Game” campaign, giving the brand another major club competition alongside its long-standing presence around UEFA football. Financial terms were not disclosed.
Parent company PepsiCo has been a partner of the UEFA Champions League since 2015, while Lay’s remains one of the competition’s current global sponsors and is also active in UEFA women’s competitions.
CONMEBOL will now give the brand access to a tournament spread over ten countries and more than 70 cities, with more than 150 matches played each season.
The Libertadores has also become a useful commercial platform outside of South America, helped by the expansion of international broadcast distribution and the switch to a one-match final.
CONMEBOL President Alejandro Domínguez said: “South American football has a unique identity, a rich history and a passion that transcends borders. This partnership with Lay’s strengthens the global reach of our competitions and allows us to continue to bring South American football closer to its fans around the world.”
The agreement was negotiated with the support of IMG, CONMEBOL’s commercial partner.
Lay’s has already used football extensively in its global marketing, mainly through fan campaigns around the Champions League and community projects through its RePlay program with the UEFA Children’s Foundation. A new facility was also opened in Budapest ahead of the 2026 Champions League final.
Adding the Libertadores gives this strategy a South American leg and gives CONMEBOL another established global consumer brand for its most important club competition to drive its value outside of South America.
Contact the writer of this story, Harry Ewing, at (email protected)
