# Branded Pub Crawls The No Lay's, No Game 'Lay's Crawl' Entices Soccer Fans to Pubs By Laura McQuarrie | Published 2025-02-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/no-lays-no-game References: [morningstar](https://www.morningstar.com/news/pr-newswire/20250227ny28797/no-lays-no-game-returns-four-soccer-legends-embark-on-the-first-ever-lays-crawl-surprising-fans-in-bars-and-pubs-around-the-world) & [instagram](https://www.instagram.com/lays_football/?hl=en)  For the third year, No Lay's, No Game brings back beloved global icons—soccer stars Thierry Henry, Lionel Messi, and Luis Suárez—and a brand-new ambassador, Alexia Putellas, who will embark on the world's first Lay's Crawl. This rewarding experience for fans will reward a lucky few with the chance to have their bar tab covered by soccer legends. For the 2025 installment of No Lay's, No Game, the quest to find the right venue began with a simple ask: "Do you have Lay's?" To prevent fans from having to start the search from scratch, custom-built Lay's Lights will be installed at pubs worldwide. Some fans, in the right place at the right time, may be lucky enough to get their tab covered by celebrated soccer icons. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 54% | Activity: 54% | Freshness: 36% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Celebrity-driven Marketing:** Collaborations with global icons like soccer stars are leveraging their broad appeal to create unique, immersive experiences for fans. - **Interactive Brand Experiences:** Brands are crafting engaging events that offer real-world rewards and social interactions, appealing to experience-driven consumers. - **Localized Brand Promotions:** Installing custom-built branded elements in physical venues connects consumers directly to the brand’s identity and increases local engagement. ### Sectors Adopting This - **Sports Entertainment:** Integrating sports celebrities into marketing campaigns enhances brand appeal and drives fan engagement within the highly competitive sports industry. - **Food and Beverage:** Innovative partnerships between snack brands and pub venues showcase the potential for strategic alliances within the food sector. - **Experiential Marketing:** The curated events exemplify how experiential marketing tactics can captivate audiences and solidify brand loyalty in a crowded market. ## Related on Trend Hunter - [Soccer Star Chip Campaigns](https://www.trendhunter.com/trends/lays-x-messi-chip-bags.md) - [Soccer Player-Themed Chips](https://www.trendhunter.com/trends/goat-cheese-flavor-series.md) - [Limited-Edition Soccer Snacks](https://www.trendhunter.com/trends/lays-fifa-world-cup.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Global Soccer Partnerships](https://www.trendhunter.com/trends/official-sponsor-of-fifa.md) - [Soccer-Centric Soda Spots](https://www.trendhunter.com/trends/refresh-the-game.md) - [Footballer-Backed Global Campaigns](https://www.trendhunter.com/trends/pepsi-1.md) - [Football-Themed Potato Chips](https://www.trendhunter.com/trends/lays-golden-grounds.md) - [Argentinian Steak Snack Chips](https://www.trendhunter.com/trends/lays-argentinian-style-steak.md)