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Lay’s Doubles Down on Investment in Women’s Sports with Major Campaign for UWCL Final

Lay’s, a prominent sponsor of the UEFA Women’s Champions League (UWCL), is gearing up for its “biggest ever” marketing campaign surrounding this weekend’s UWCL final, according to Ciara Dilley, the global vice president of marketing at Lay’s.

As a key partner in UEFA’s women’s soccer properties through a five-year deal set to expire next summer, Lay’s is committed to furthering the growth of women’s sports. This commitment was highlighted by the brand’s involvement as a regional partner in the 2023 FIFA Women’s World Cup and its historic role as the first headline sponsor of the Saudi Women’s Premier League last October.

Despite Lay’s significant contributions, a recent survey of over 14,000 adults across seven markets, including the UK, US, and Australia, revealed that more than half of the respondents believe brands are not investing enough in women’s sports. Dilley emphasized that supporting women’s sports is not only a sound business decision but also a crucial step in sustaining its growth.

“One of the things we passionately believe in is that for women’s sports to grow, it needs people like us—advertisers and investors—to really shine a light on the sport,” said Dilley. “It’s through grassroots support and investments in the game that it will continue to grow.”

Lay’s is preparing for a landmark weekend, with extensive activities planned around Saturday’s final between Barcelona and Lyon in Bilbao. This includes unveiling a sustainable soccer field in the host city, made partially from recycled crisp packets. This initiative, part of Lay’s RePlay program, marks the 11th pitch launched globally and will host a five-on-five tournament sponsored by Gatorade, another PepsiCo brand.

Dilley detailed a “full three-day program” of events, featuring brand ambassadors and players from Athletic Bilbao’s men’s and women’s teams. “It’s our biggest Women’s Champions League event ever,” she said. “We’re thrilled by the growing support from fans, professional teams, and the media. It’s shaping up to be our biggest weekend yet.”

PepsiCo, Lay’s parent company, is one of 11 brands that have signed on as sponsors of UEFA’s women’s program since the governing body separated the sponsorship rights for its women’s properties from the men’s. Other sponsors include Euronics, Grifols, Visa, Amazon, Heineken, and Just Eat Takeaway.com.

These sponsors are capitalizing on the rising popularity of the Women’s Champions League, with last season’s final attracting 4.1 million live views on DAZN’s dedicated YouTube channel. This year’s final at the 53,000-seater San Mamés Stadium will also be broadcast for free on DAZN’s YouTube channel, as well as by networks like RTVE in Spain, TNT in the UK, and DF1 in Germany.

Dilley reiterated the importance of continued investment to maintain the momentum behind women’s sports. “We see it as our responsibility as a major supporter and advertiser to ensure we’re investing and supporting women’s sports to help it grow even further,” she said.

Sources: Sports ProMedia