Diageo named official spirits supporter for FIFA World Cup 26

FIFA has announced a first-time partnership with Diageo, naming the company Official Spirits Supporter for the FIFA World Cup 26™ in North, Central, and South America.

The tournament, which will be held across 16 cities in Canada, Mexico, and the United States, will see Diageo bring its iconic brands—including Don Julio and Casamigos tequila, Johnnie Walker and Buchanan’s Scotch whiskies, and Smirnoff vodka into the spotlight through immersive activations, retail campaigns, and fan experiences focused on responsible drinking.

Cristina Diezhandino, Chief Marketing Officer at Diageo, said the collaboration offers a unique opportunity to connect with football fans on an unprecedented scale, while FIFA’s Chief Business Officer Romy Gai welcomed the partnership as a way to enhance fan engagement and celebration during the largest World Cup in history. Diageo will activate its campaigns in all host cities, creating community-driven experiences throughout the Americas.