Diageo teams up with Fifa for World Cup 2026
Smirnoff maker Diageo has been named the official tournament supporter of next year’s Fifa World Cup.
As for what this entails, the London-headquartered company will be able to leverage its big spirits brands – Tequila brands Casamigos and Don Julio, Scotch whiskies Buchanan’s and Johnnie Walker, and Smirnoff vodka – through activations, on-the-ground initiatives and retail campaigns at next summer’s tournament.
The international football tournament, also the world’s most viewed sporting event, will take place across Canada, Mexico and the US from 11 June to 19 July 2026, with games held across host 16 cities.
Diageo’s presence at the World Cup will highlight responsible drinking and community celebration, with its activations being ‘fan-focused’.
Chief marketing officer at Diageo, Cristina Diezhandino, said: “We are 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.”
Chief business officer at Fifa, Romy Gai, added: “We are delighted to welcome Diageo as an official tournament supporter to the Fifa World Cup ’26 commercial programme.
“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.”
Away from sport, Diageo has recently come under fire with its Tequila brands.
Consumers Avi Pusateri and Chaim Mishulovin, and Japanese-inspired restaurant Sushi Tokyo, filed a lawsuit against Diageo North America this week, alleging the company falsely marketed its Tequila brands as ‘100% agave’.
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