The global beverage alcohol leader, Diageo, has secured a groundbreaking regional partnership with FIFA, becoming the official spirits supporter for the FIFA World Cup 2026 across North, Central, and South America.
This unprecedented collaboration marks the first time the international football governing body has teamed up with a major spirits company for the world’s most prestigious sporting event in this specific capacity for the region.
Under the terms of the agreement, Diageo will leverage its acclaimed portfolio, designating iconic brands such as Don Julio and Casamigos tequilas, distinguished Johnnie Walker and Buchanan’s Scotch whiskies, and the popular Smirnoff vodka as official tournament supporters throughout the Pan-American territories.
The FIFA World Cup 2026, co-hosted by the United States, Canada, and Mexico, is poised to be the largest edition to date, featuring an expanded format of 48 participating national teams and a total of 104 matches. Diageo’s sponsorship rights are strategically focused on these key host nations and the wider American continents, promising significant brand exposure.
Diageo plans to activate this extensive platform through dynamic, fan-centric initiatives. These will include unique in-person engagement events across all 16 host cities, integrated co-branded advertising campaigns, and dedicated retail promotions. Crucially, a central pillar of Diageo’s activation strategy will be the robust promotion of responsible drinking and celebratory practices among the millions of fans expected to partake in the tournament festivities.
This partnership is a strategic triumph for both organisations. For Diageo, it offers unparalleled brand visibility and engagement opportunities within crucial and expansive American markets. For FIFA, it represents a significant diversification of its sponsorship portfolio, particularly in the Americas, and marks a notable development following the 2022 World Cup in Qatar, where alcohol-related sponsorships faced considerable limitations. The 2026 tournament’s North American setting, within major alcohol-consuming markets, presents a renewed and more favourable landscape for such alliances. FIFA has also clarified that this spirits sponsorship does not conflict with its existing global beer sponsorship with AB InBev‘s Budweiser.
The collaboration signals Diageo’s strong commitment to high-impact sports marketing and FIFA’s continued success in attracting premier global brands. As the tournament approaches, football enthusiasts and consumers alike can anticipate further announcements detailing specific brand campaigns and immersive fan experiences.
The FIFA World Cup 2026 will be the 23rd edition of the quadrennial international men’s football championship. Its expanded format is anticipated to make it one of the most attended and viewed sporting events in history, further underscoring the value of such partnerships. Diageo joins an impressive roster of global brands associated with the tournament, including American Airlines, Lenovo, The Home Depot, Verizon, Lay’s, Bank of America, On Location, Aramco, Visa, Qatar Airways and McDonald’s, highlighting the event’s massive commercial draw.