May 12 – FIFA continues to land sponsors at an impressive rate for the 2026 World Cup co-hosted by Canada, Mexico, and the United States. Global spirits leader Diageo is the latest company to sign on the dotted line, becoming a Tournament Supporter.
Diageo is responsible for a number of leading liquor brands including Casamigos and Don Julio tequila, Buchanan’s and Johnny Walker whiskey, and Smirnoff Vodka.
The partnership with FIFA will deliver unique fan-focused activations, and the two entities will promote responsible consumption, always a challenge when it comes to hard-partying football supporters.
“We are proud to deepen our partnership with sports by bringing our unmatched portfolio to toast the FIFA World Cup 26,” said Cristina Diezhandino, Chief Marketing Officer at Diageo. “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.”
Chief business officer at FIFA, Romy Gai, added: “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.”
AB InBev is the current sponsor of beer and has a deal with FIFA that runs through the 2026 World Cup.
Beverage Sponsors and FIFA Fact: Coca-Cola has maintained one of the longest-standing corporate partnerships in sports history with FIFA, dating back to 1974. During the controversial 2022 Qatar World Cup, FIFA faced significant challenges with beverage sponsorships when the host nation banned alcohol sales in stadiums just days before the tournament began, forcing Budweiser (AB InBev) to quickly adapt their promotional strategy and creating tensions between FIFA and their long-time beverage sponsor.
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