FIFA inks regional deal with Diageo for World Cup 2026

The Fédération Internationale de Football Association (FIFA), the world football–governing body, has roped in British alcoholic beverage company Diageo as the Official Spirits Supporter in the Americas for the 2026 FIFA World Cup.

The regional partnership will cover North, Central, and South America, with Diageo serving as an Official Tournament Supporter via its brands Casamigos, Don Julio, Buchanan’s, Johnnie Walker, and Smirnoff, which will enjoy a significant branding presence during the World Cup. 

Additionally, the two parties will work on various fan activations and promote responsible consumption in each of the 16 host cities across the US, Mexico, and Canada.

Romy Gai, Chief Business Officer at FIFA, said:

“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.“

Cristina Diezhandino, Chief Marketing Officer at Diageo, commented:

“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.“