Diageo Joins the FIFA World Cup 2026 as Official Spirits Promoter

In an exciting announcement for football fans, British multinational Diageo has stepped up as the official promoter of spirits for the highly anticipated FIFA World Cup 2026, hosted across Canada, Mexico, and the United States. With a portfolio that boasts famous brands like Johnnie Walker, Buchanan’s, Don Julio, Casamigos, and Smirnoff, Diageo is set to immerse itself in this grand global football celebration.

This collaboration underscores Diageo’s commitment to using sports as a powerful commercial platform. Through engaging brand activations, innovative campaigns, and strategic presence at official venues, the company aims to connect with fans directly while promoting a message of responsible consumption. “Football is the most popular sport worldwide, and this edition promises to be the biggest in history, giving us an exceptional opportunity to celebrate the beautiful game with fans,” stated Cristina Diezhandino, Diageo’s global marketing director.

During the tournament, Diageo will feature initiatives within stadiums and official spaces, alongside targeted regional advertising strategies spotlighting its most recognized brands. Notably, the tequilas Don Julio and Casamigos—deeply rooted in Mexican culture and enjoying international acclaim—will take center stage, along with the iconic Scottish whiskies and Smirnoff vodka, which have a robust consumer base across North and South America.

The 2026 FIFA World Cup marks a significant milestone as it will be the first tournament hosted by three countries, featuring 48 participating teams and over 100 scheduled matches. With expectations to shatter previous viewership and attendance records, this competition is a unique showcase for partnering brands.

For Diageo, this partnership also provides an opportunity to reinforce its focus on moderate consumption. The company has championed various global initiatives under this message, aligning with its sustainability and social responsibility commitments. Romy Gai, FIFA’s Commercial Division Director, expressed enthusiasm for the new collaboration, stating, “We are thrilled to welcome Diageo as a promoter of the World Cup’s commercial program.”