In 2025, Lucas Radebe continues to shine as a proud ambassador for Lay’s South Africa, calling the collaboration “a perfect fit.” His passion for people, purpose, and football aligns seamlessly with Lay’s mission to bring South Africans together around shared moments of celebration, flavour, and sport.
Earlier this year, Radebe was featured on the cover of GQ South Africa’s “Sports & Tech” issue, developed in partnership with Lay’s. In the exclusive feature, he spoke candidly about how Lay’s embodies his personal vision: creating joy, building lasting connections, and uniting people through football.
Lay’s has long been a global supporter of football, notably through the UEFA Champions League. Now, the brand is set to expand its influence as an official FIFA World Cup partner in 2026 – a move that deepens its ties to the world’s most beloved sport. Lucas Radebe, with his legacy and continued influence, remains central to this journey – bringing authenticity, trust, and heritage to the table as the partnership continues to grow year after year.
From special-edition Lay’s packaging featuring Lucas to surprise internal appearances at company activations, this partnership continues to grow in excitement and engagement. One standout moment was the return of the beloved Sour Cream & Onion flavour – reintroduced with Lucas Radebe himself on the packaging. The campaign was a runaway success, with the limited-edition Lucas x Lay’s packs selling out faster than anticipated. His presence on packaging and in media reinforced Lay’s as the go-to snack for football moments across South Africa.
Beyond marketing campaigns, Radebe has also made a real impact behind the scenes – visiting Lay’s plants and connecting with factory staff across the country. These meaningful interactions shine a spotlight on the unsung heroes of the brand: the dedicated men and women who produce, package, and deliver Lay’s to homes and fans nationwide.
Another powerful extension of this partnership is the Lay’s Replay field – an initiative that repurposes recycled Lay’s packaging into community football pitches. In 2025, Lay’s ambassadors and influencers, led by Radebe, Dlamini, Van Wyk, Modise and Dlala, celebrated Youth Day with a dynamic, interactive event in Tembisa. Local youth players were given the opportunity to play, learn, and engage with football icons – an unforgettable experience for many.
This grassroots programme is more than just a game; it’s designed to empower at-risk youth and develop life skills through sport. The current Tembisa pitch is now being further upgraded to offer a multi-purpose sports complex, reinforcing Lay’s long-term commitment to community development.
“To partner with a brand that creates moments of joy for the fans feels like a perfect match. We’re both about making those experiences memorable, creating connections, and celebrating what unites us all.”
— Lucas Radebe, GQ South Africa, March 2025
With shared values at the core – joy, connection, community, and football – the Lay’s x Lucas Radebe partnership stands as a benchmark in meaningful brand collaborations. What began as an endorsement has evolved into a purposeful platform for cultural storytelling and community upliftment.
As 2025 wraps up, the momentum only builds. With new campaigns, product drops, and grassroots impact already on the horizon, the next phase of this dynamic partnership aims to deliver even more to the people of South Africa – through the power of football and flavour.
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