Lay's Canada is celebrating Toronto's neighbourhoods with Flags of Fandom

Toronto is making sports history by hosting the world's biggest soccer tournament for the first time ever. That's a big deal for the city and the fans that live and breathe the game.

To celebrate the vibrant culture and communities that bring soccer fandom to life, Lay's is hosting Flags of Fandom, a soccer experience that gives fans a space to gather, celebrate, and cheer on their favourite teams and gives them a chance to bring home some big surprises. 

No Lay's, No Game

Our city is home to fans from many countries participating for the win. Such a multicultural city is something to celebrate — and what better way to do that than with a bag of Lay's chips?! Well... maybe more than just one bag.

Soccer communities are special because they’re where cultures collide in the best way. It brings together different languages, traditions, and hometown pride, and everyone is united by a love of the game. It's pretty beautiful when you think about it!
The Flags of Fandom are giant walls constructed entirely of Lay's chips, and several popped up at cultural hubs across the city on match days.

The wall starts off as a mosaic, where assorted chip bags spell out "No Lay's No Game," and slowly changes as fans interact with it. Bags can be removed to gradually reveal a depiction of the flags of the teams playing in the upcoming match. And yes, the flags are also made from Lay's chips! 

To keep the party going after the whistle blows, the boards will stay up for 72 hours after each game

Exclusive surprises

If you pick a bag from the Lay's Flag Board and bring it to a nearby "checkout booth", a branded ambassador will scan the bag's barcode to see if you get a special soccer surprise. 

Each fan will take home a free bag of Lay's chips (which is a major score in itself) but only a lucky few could unlock one of many special surprises. What are the surprises, you ask? We're talking soccer swag, premium fan fest tickets, and even match tickets.

You'll be able to collect surprises right there on the spot, or via email, depending on what it is. 

The Flag of Fandom boards have been dropping in cultural neighbourhoods across Toronto, with locations announced two days before the match — so make sure to follow @LaysCanada so you don't miss out.

The ultimate game day partner

A larger-than-life activation for a larger-than-life tournament? That sounds like the Lay's Canada way!

Whether it's a nail-biting penalty shootout or a last-minute goal, there's always a place for fans with a bag of Lay's chips in hand, right at the centre of the action. 

Follow @LaysCanada to see where the next flag board will drop.