2022 soccer campaign features Leo Messi and Lieke Martens.

License Global

March 3, 2022

1 Min Read

Soccer player and seven-time Ballon d'Or winner, Lionel Messi, will be featured on a new limited-edition Lay's G.O.A.T. Cheese Flavor Series. Lay's is celebrating the "greatest of all time" with its own G.O.A.T. cheese flavors to kick off its annual global soccer campaign, building upon the brand's continued partnership with the UEFA Champions League.  

The limited-edition packaging series includes fan-favorite cheese flavors, available in select markets around the world, including Cheddar Jalapeño in the U.S. and Queso & Pimienta and Caramelized Onion in Argentina. Fans in the U.S. can purchase the product, while supplies last, at Snacks.com.  

"I've worked with Lay's for many years now, and of course been featured on their packaging,” says Messi. “But this is new level. I am so excited Lay's was able to make this happen for fans and hope they can get their hands on one of Lay's G.O.A.T. bags!"  

"We are kicking off another exciting UEFA Champions League season celebrating the joy and passion our fans show for the sport each year,” says Sebnem Erim, vice president, marketing, global foods, PepsiCo. “From bringing to life the hotly anticipated Lay's G.O.A.T. limited-edition packaging and flavors to an imaginative creative that you just have to smile throughout, our goal this season is to celebrate our fans and bring them joy as they open a bag of Lay's and get ready to watch a UEFA Champions League match at home or in the stadium."   

This year's global soccer effort will be supported by a suite of content, including digital creative, in-store and special-edition packaging.  

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like