Diageo named official spirits sponsor for 2026 FIFA World Cup

Global beverage giant Diageo has been announced as the official spirits sponsor for the 2026 FIFA World Cup in North, Central, and South America, marking its first partnership with the tournament. The collaboration, revealed on May 8, will span 16 host cities across Canada, Mexico, and the U.S. Diageo will leverage its flagship brands, including Casamigos, Don Julio, Buchanan’s, Johnnie Walker, and Smirnoff, for a series of promotional campaigns.

Diageo plans to engage fans through diverse marketing channels, including on-ground activations and retail promotions, emphasizing responsible drinking and community celebration. Chief Marketing Officer Cristina Diezhandino noted that football is the world’s most popular sport, and the 2026 World Cup—set to be the largest ever—offers Diageo a unique opportunity to celebrate innovatively with fans.

FIFA Chief Commercial Officer Romy Gai highlighted that the partnership will deliver unparalleled experiences while promoting responsible celebration. While specific activations remain undisclosed, they are expected to focus on enhancing fan engagement and advocating moderate alcohol consumption.

The 2026 World Cup will feature 48 teams for the first time and be co-hosted by three nations. Diageo will promote this partnership across the Americas during the event’s lead-up and execution, reinforcing its long-standing commitment to sports marketing and live activations while expanding its regional influence.

2025-05-12

Source - https-//www.thedrinksbusiness.com/2025/05/diageo-signs-on-as-official-spirits-supporter-for-fifa-world-cup-2026/