CONMEBOL announces official sponsorship agreement with Lay's

Ahead of the CONMEBOL Libertadores final, the global snack giant has signed on as an official sponsor of South America's flagship club competition.

Formatted around the brand's global "No Lay's, No Game" marketing platform, the partnership includes stadium and broadcast signage, dedicated commercial spots, and fan-focused activations—with a primary footprint in the official fan zone ahead of the final in Montevideo.

The deal expands Lay's extensive global football sponsorship portfolio, which includes a decade-long partnership with the UEFA Champions League, official sponsor status for FIFA World Cups since 2022, and regional partnerships with the Argentina national team and the Liga Profesional de Fútbol.

CONMEBOL expands its commercial partner roster leading into the championship clash between Estudiantes and Palmeiras. Lay's joins top-tier official sponsors Amstel, Coca-Cola, EA Sports FC, Hyundai, Mastercard, Mapfre, Mercado Libre, and TCL.