As part of a partnership with the UEFA Champions League, the on-pack Game Ready Walkers promotion gives shoppers the chance to win match tickets.

Running across Walkers, Doritos and the new Tear ‘n’ Share packs, consumers will be able to win match tickets to the quarter-finals, semi-finals and the final, which will be hosted in Milan.

Consumers can also win footballs, T-shirts and crisp sharing bowls.

The activity will be supported by TV advertising, as well as digital and social media activity. Retailers can promote the offer in store with PoS.

Thomas Barkholt, marketing director for Walkers, said: “This promotion provides an incremental sales opportunity for retailers while helping to drive growth in the savoury snacks category.”