Diageo signs on as official spirits supporter for FIFA World Cup 2026
The drinks giant will activate a portfolio of brands including Casamigos, Don Julio and Johnnie Walker across all 16 American host cities during the tournament. The post Diageo signs on as official spirits supporter for FIFA World Cup 2026 appeared first on The Drinks Business.
Diageo has been named the Official Spirits Supporter in North, Central and South America for the FIFA World Cup 2026, marking the first time the global drinks company has partnered with the tournament.
The agreement, announced on 8 May, covers the 16 host cities across Canada, Mexico and the United States where the competition will take place. Diageo will promote a selection of its flagship brands - including Casamigos, Don Julio, Buchanan’s, Johnnie Walker and Smirnoff - as part of its tournament activation.
The move will see Diageo engage fans through a variety of marketing channels, with plans for on-the-ground activations and retail campaigns focused on what the company described as “responsible drinking and community celebration”.
Cristina Diezhandino, Diageo’s chief marketing officer, said the company is “proud to deepen our partnership with sports by bringing our unmatched portfolio to toast the FIFA World Cup 26.”
“Football is the world’s biggest sport and with this tournament set to be the biggest in its history, we see this as a unique opportunity to celebrate with fans in new and meaningful ways,” she added.
Fan-focused campaigns and responsible celebration
The partnership will focus on enhancing the fan experience while promoting responsible consumption. According to FIFA, the collaboration will involve “unparalleled experiences” for fans, though specifics around activations have yet to be disclosed.
Romy Gai, chief business officer at FIFA, said: “It’s great to be teaming up with the global leader in spirits for the biggest celebration of football ever. Through this agreement, Diageo will create unparalleled experiences for the fans that promote responsible celebration on the world’s biggest stage.”
Diageo’s involvement in the World Cup continues its broader investment in sports marketing and live event engagement. The company has long supported sporting events globally, and this latest move extends its footprint across the Americas in what is expected to be the most commercially significant World Cup to date.
The World Cup 2026 will be the first edition of the tournament to feature 48 teams and be jointly hosted across three nations. Diageo will promote its partnership across the region throughout the build-up and duration of the event.
