Diageo Joins FIFA 2026 Men’s World Cup As Official Tournament Supporter
Thursday, May 8, 2025 at 03:31PM By Barry Janoff
May 8, 2025: Saying it plans to activate in all 16 Host Cities, spirits giant Diageo has signed a deal to become an “official tournament supporter” in North, Central and South America for the FIFA 2026 Men’s World Cup.
Diageo said it would leverage its iconic brands — including Casamigos and Don Julio tequila, Buchanan’s and Johnnie Walker Scotch whisky and Smirnoff vodka — in marketing “to engage fans through activations, on-the-ground initiatives and retail campaigns, all highlighting responsible drinking and community celebration.”
Financial terms of the deal were not disclosed.
“We are proud to deepen our partnership with sports by bringing our unmatched portfolio to toast the FIFA World Cup 26,” Cristina Diezhandino, Diageo CMO, said via the company.
“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.”
The 2026 Men’s World Cup, scheduled for June 11-July 19, 2026, is being hosted by the U.S., Canada and Mexico. It will be the first to include 48 teams, expanded from 32.
Host cities include Atlanta, Boston, Dallas, Houston, Los Angeles, Mexico City, Miami, Philadelphia, Seattle, Toronto and Vancouver, with the championship game scheduled to take place in MetLife Stadium, home to the NFL’s New York Giants and New York Jets,
“We are delighted to welcome Diageo as an official tournament supporter to the FIFA World Cup 26 Commercial Program,” FIFA chief business officer Romy Gaid said via the organization. 
“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.”
Anheuser-Busch InBev has a beer-category alliance with the FIFA 2026 Men’s World Cup via its Budweiser brand.
Global partners for the tournament include adidas, Aramco, Bank of America, Coca-Cola, Hyundai-Kia, Lenovo, McDonald’s, PepsiCo, Qatar Airways, Unilever and Verizon.
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