Will Ferrell Drives Lay's 'Bandwagon' to the World Cup

Soccer fandom can feel intimidating for new viewers, but Lay’s wants Americans to skip the gatekeeping ahead of the FIFA World Cup 2026.

The brand’s new "Bandwagon" campaign reframes casual fans as part of the experience through comedy, celebrity appearances, and in-city activations.

In the "Jump On, America" spot, Will Ferrell drives a yellow-branded Bandwagon across the country.

He then encourages people to grab chips, pick a team, and join the celebration.

David Beckham and Marshawn Lynch appear throughout the ad to widen the campaign’s sports and entertainment appeal.

Lay's will also bring the Bandwagon tour to Los Angeles, Dallas, and New York City as part of its role as the Official Sponsor of the FIFA World Cup 2026.

Fans can expect product sampling, talent appearances, and immersive experiences tied to the tournament.

"People love to pretend you have to pass some kind of test to enjoy the FIFA World Cup," Ferrell said in a press release.

"Lay's is basically saying: forget that. Just jump on the Bandwagon, grab some chips, and have fun. No expertise required, just enthusiasm and snacks."

The marketing campaign reveals how brands position live sports as social entertainment to attract broader audiences outside of dedicated fans.

The World Cup also gives Lay’s months of recurring visibility across live broadcasts, social media, retail, and in-person fan events.

Comedy Pushes World Cup Accessibility

The "Jump On, America" film treats sports fandom like a shared social activity.

Ferrell plays an exaggerated recruiter for the "Bandwagon," urging strangers to stop overthinking soccer knowledge and participate.

The humor keeps the campaign approachable while connecting Lay’s to watch-party culture ahead of the summer tournament.

The campaign also extends into retail through new globally inspired chip flavors, including:

• Argentinian Style Steak with Chimichurri
• Brazilian Style Garlic Sauce
• Wavy French Onion Soup

Fans can also enter giveaways for tournament tickets and customizable "Go Soccer" jerseys representing all 48 participating nations.

Campaigns tied to belonging and shared participation may resonate more strongly than expertise-driven brand messaging.

This positioning gives Lay’s a clearer role in match viewing, where casual participation exists alongside deep knowledge of the sport.

Soccer Demand Keeps Rising in the U.S.

According to Sport Business Journal, 75% of Americans plan to follow the tournament.

This signals growing domestic demand for soccer-related content.

The scale gives sponsors stronger incentives to target first-time or casual viewers who may not traditionally engage with the sport.

The data also reflects how global sporting events operate as cultural marketing platforms, where food, entertainment, and fandom intersect.

Lay’s rollout offers a clear example of how brands can widen participation around global tournaments like the World Cup.

• Familiarity lowers entry barriers. Brands should frame major sports events as social occasions to encourage wider participation.
• Celebrity crossovers broaden appeal. Marketers should pair athletes with entertainers to connect campaigns to multiple fan groups.
• Live activations deepen engagement. Teams should create in-person experiences to extend ad campaigns into audiences' lives.

Brands that treat sports as social culture instead of niche expertise may find long-term audience appeal.

Our Take: Can Casual Fans Sustain Soccer's U.S. Growth?

Yes, but only if brands keep participation easy and socially rewarding.

We're seeing more marketers center sports fandom on entertainment and community.

And this helps major tournaments feel more accessible to broader audiences.

Lay’s "Bandwagon" can succeed because the campaign connects soccer to familiar social habits like snacking and group viewing.

Campaigns like this could influence how future sponsors market global sporting events in the U.S.

This pressure will likely increase as soccer continues gaining commercial traction ahead of the 2026 World Cup tournament.

The PepsiCo brand also recently brought Beckham, Lionel Messi, and Steve Carell together for an "Epic Watch Party."

Brands planning large-scale sports activations need creative teams specializing in live events and fan engagement.

Explore these Top Sports Marketing Agencies in our directory.