Client: Lay's (PepsiCo / Frito-Lay) | Category: FMCG, Food, Snacks, Potato Chips & Crisps | Discipline: POSM, Sports Sponsorship Activation, Retail Display | Scope: UCL-Themed POSM, Modular Display Towers, In-Store Displays, Roadshow Activations, Immersive Floor & Backdrop Treatments | Campaign Platform: No Lay's, No Game | Sponsorship: UEFA Champions League | Season: UCL 2025 | Market: Malaysia | Agency: Laugh Contagious Communications, Kuala Lumpur
Lay's is one of UEFA Champions League's longest-running global sponsors — and the brand has built an identity around being inseparable from the game itself. No Lay's, No Game. The brief that comes with that platform isn't to advertise the sponsorship; it's to actually deliver on the promise — to take the energy, ritual, and electricity of being at a UCL match and bring it into the one place football fans are most often not watching football: the supermarket aisle. Sports sponsorship POSM done well doesn't just remind shoppers there's a tie-in. It turns a passive snack-aisle into a matchday environment.
A stadium-inspired layout — the visual language of UCL brought into the retail floor.
For Lay's "No Lay's, No Game," we designed a bold suite of POSM built to do exactly that — UCL-themed activations, roadshows, and in-store displays anchored by stadium-inspired layouts, oversized hero panels, and immersive football cues that transformed retail spaces into high-energy matchday zones. From modular display towers to immersive floor and backdrop treatments, every element was crafted to amplify excitement, maximise visibility, and reinforce Lay's unmistakable presence at the heart of the game. As a creative agency in Kuala Lumpur specialising in FMCG retail and large-scale sponsorship activation, we built the work to make the supermarket feel briefly like the stand.
Lay's "No Lay's, No Game" — sports sponsorship POSM that turns the supermarket aisle into a matchday environment.
Immersive floor and backdrop treatments — fans recognise the sport as a category, not just a logo.
The roadshow activation — bringing the matchday environment to shoppers who can't make it to the stadium.
Lay's "No Lay's, No Game" — sports sponsorship POSM that turns the supermarket aisle into a matchday environment.
Sports sponsorship POSM operates by different rules than festive or product-led retail design. The job isn't decoration — it's atmosphere transfer: bringing the recognisable visual language, sensory energy, and ritual of a sport into a retail environment where the shopper wouldn't otherwise be thinking about it. Stadium structures, scoreboard typography, pitch-inspired flooring, modular tower builds, immersive floor and backdrop treatments — these aren't aesthetic flourishes, they're the way fans recognise the sport as a category. As a creative agency in Kuala Lumpur, we design sports sponsorship activations, retail roadshows, and large-format POSM for FMCG, snack, and lifestyle brands across Malaysia and Southeast Asia — built to turn shoppers into participants, not just spectators.
Capabilities applied to this project: Lay's No Lay's No Game, Lay's UCL POSM, sports sponsorship POSM Malaysia, UEFA Champions League activation, football activation design, stadium-inspired retail design, immersive POSM design Kuala Lumpur, modular display tower design, roadshow design Malaysia, PepsiCo Frito-Lay creative agency Malaysia, large-format retail activation, sponsorship activation agency Southeast Asia.
Got a sports sponsorship, a flagship sports tie-in, or a brand platform that needs to live in three dimensions on the retail floor? Let's bring the stadium in.
