Lay’s signs Copa Libertadores sponsorship through 2030

CONMEBOL has added Lay’s to the Copa Libertadores’ sponsorship roster, giving the brand a platform to reach supporters across South America through the same global campaign it uses to promote its football partnerships in other markets.The agreement adds the Libertadores to a sponsorship portfolio that already includes the UEFA Champions League, giving Lay’s a second major continental club competition around which to build campaigns.Gonzalo Muente, PepsiCo’s marketing director for Latin America, said: “Our strategy for the Libertadores is a natural evolution of Lay’s positioning as a brand that enhances the experience of watching football.“We understand that for South Americans, the Libertadores is much more than a tournament: it is a dream, a passion that spans generations and one of the main reasons to get together with friends.”The competition brings together clubs from all 10 CONMEBOL member countries, with more than 150 matches per season played across more than 70 cities.CONMEBOL said the Libertadores recorded around 566 million digital interactions and a cumulative stadium attendance of 3.8 million across the competition.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 bringing South American football closer to its fans around the world.”In Brazil, Lay’s will promote the sponsorship under “Tem Lay’s, Tem Jogo”, the local version of its global campaign, which it has used for football marketing in the country since 2023.The brand also said its picanha flavour would become a permanent part of its Brazilian range following sales of the product as a limited edition.