Contract details
Start date:
End date:
Status:
2025
2026
Official spirits supporter in the Americas
Leagues and Tournaments:
FIFA and Diageo Announce Historic Partnership for FIFA World Cup 26
In a groundbreaking move, FIFA and Diageo have teamed up for the first time to bring their global partnership to the FIFA World Cup 26™, which will take place across North, Central, and South America. This alliance marks a significant milestone for both organizations as Diageo, the world’s leading spirits company, becomes an Official Tournament Supporter.
Diageo’s Iconic Brands Take Center Stage
As a global leader in the spirits industry, Diageo is proud to bring its portfolio of iconic brands to the FIFA World Cup 26™, including Casamigos, Don Julio tequila, Buchanan’s, Johnnie Walker Scotch whisky, and Smirnoff vodka.
Fan Engagement and Responsible Celebration
Building on its legacy of supporting major sporting events, Diageo plans to utilize its brands and creative marketing strategies to engage football fans through exclusive on-the-ground activations, retail campaigns, and interactive initiatives. A central theme throughout these activations will be the emphasis on responsible drinking, ensuring that fans can enjoy the festivities in a safe and responsible manner.
Cristina Diezhandino, Chief Marketing Officer at Diageo, shared, “Football is the world’s largest sport, and with this World Cup expected to be the biggest in history, we are thrilled to celebrate with fans in innovative and meaningful ways.”
FIFA’s Chief Business Officer, Romy Gai, expressed his excitement about the partnership: “We are pleased to welcome Diageo as an Official Tournament Supporter. Their portfolio of iconic brands will help us create unforgettable experiences for fans, while promoting responsible celebration across the globe.”
Activations Across All 16 Host Cities
The partnership will be activated in all 16 Host Cities across Canada, Mexico, and the United States, where Diageo will engage with local communities and fans through various experiences, promoting its brands and responsible drinking.
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