In a landmark move for the spirits industry, Diageo has been named the Official Spirits Supporter for the FIFA World Cup 2026 across North, Central, and South America. This marks the first collaboration between the global spirits leader and the world’s most watched sporting event, set to unfold across 16 host cities in Canada, Mexico, and the United States from June 11 to July 19, 2026. With its portfolio of Casamigos and Don Julio tequilas, Buchanan’s and Johnnie Walker Scotch whiskies, and Smirnoff vodka, Diageo is set to elevate fan engagement with immersive brand experiences.
The partnership builds on Diageo’s longstanding engagement with sports marketing. The company will activate across each host city through on-the-ground initiatives and retail campaigns that connect fans with its brands in meaningful ways. At the core of this collaboration is a shared commitment with FIFA to promote responsible drinking, ensuring that every brand touchpoint reinforces moderation and community spirit. This dual focus on celebration and responsibility reflects Diageo’s broader mission to balance visibility with purpose.
Backed by strong recent performance—including a 5% sales increase in Latin America and the Caribbean and a 23% rise in tequila sales in North America—Diageo is well-positioned to use the World Cup as a springboard for growth. As the only spirits brand among the tournament’s major beverage sponsors, Diageo also brings a distinctive category voice to a global stage traditionally dominated by beer.
Cristina Diezhandino, Diageo’s Chief Marketing Officer, emphasized the opportunity: “Football is the world’s biggest sport, and with this tournament set to be the largest in its history, we see it as a chance to celebrate with fans in new and meaningful ways.” FIFA’s Chief Business Officer, Romy Gai, echoed this enthusiasm: “We’re thrilled to welcome Diageo to the FIFA World Cup 2026. Their global leadership in spirits will help create unforgettable experiences that champion responsible celebration on the world’s biggest stage.”
As the countdown to 2026 begins, Diageo’s collaboration with FIFA is poised to set a new standard for sports sponsorship in the beverage industry. By blending iconic brands with fan-first innovation, the company is expanding its global reach while reinforcing a message of shared, responsible celebration across the Americas.
