Walkers is gearing up for this summer’s Fifa World Cup 2026 with a number of experiences to bring fans closer to the sporting event, and exclusive opportunities – from once‑in‑a‑lifetime pitch‑side moments to behind-the-scenes access to some of football’s top names.
The International Foods-owned brand, which is the official snack sponsor, is kicking off the campaign by launching what it has dubbed the world’s most “Epic Football Watch Party” through VCCP.
Following a December teaser, Walkers has assembled the “No Walkers, No Game” squad including former football stars David Beckham, Lionel Messi, Thierry Henry, and Alexia Putellas, as well as Hollywood actor Steve Carell.
They are featuring in a group chat on WhatsApp, which fans can also join (https://www.nowalkersnogame.com/epicwatchparty). Walkers insists this will give fans an unprecedented look into the candid conversations among this group of friends, as they decide who is creating the playlist, who is curating the guest list, and who is bringing the Walkers.
The snack brand insists that, by joining the chat, fans can experience unfiltered conversations, exclusive memes and matchday debates, gameday fits, and matchday snacks, plus plenty of insider talk from the players and personalities who know the game best.
The experience allows fans to react, share content with friends, and get tournament insights. Channel posts will appear in the Updates tab, where fans can follow along and react to posts.
The conversation will run all the way through the end of World Cup in July, keeping fans connected as each stage of the Epic Football Watch Party and the tournament unfolds.
A kick‑off video featuring Putellas, Messi, Beckham, Carell and Henry introduces the group chat, teasing what fans can expect throughout the tournament.
Meanwhile, Walkers is also introducing the Walkers Fan of the Match competition giveaway, offering two fans the chance to win two premium tickets to watch either of the qualified teams, England or Scotland compete at the competition.
Fans could win the chance to see England play Croatia on the June 17 in Dallas, or Scotland versus Brazil on June 24 in Miami, US. The prize also includes pitch‑side access at the end of the match, the chance to feature on the stadium jumbotron at half time, and a custom Walkers Fan of the Match trophy.
Fans can enter for their chance to be the Walkers Fan of the Match on WhatsApp at the link here or by visiting the “No Walkers, No Game” website.
International Foods chief consumer and marketing officer and chief growth officer Jane Wakely said: “Football isn’t just watched – it’s experienced. And for millions of fans, Walkers has become part of that experience.
“As we approach the World Cup, we’re proud to deepen that connection by giving fans not only the flavours they love, but opportunities that bring them even closer to the sport they’re so passionate about. We’re excited to celebrate every goal, every cheer, and every shared moment with fans – moments made even better with Walkers.”
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