Diageo to be official spirits promoter of the 26th FIFA World Cup™ in North, Central and South America
The global leader in spirits will be a sponsor of the FIFA World Cup 26™ tournament and will promote its most iconic brands, including Casamigos, Don Julio, Buchanan’s, Johnnie Walker, and Smirnoff.
– FIFA and Diageo to work together to design exclusive activations for soccer fans
– During the competition, FIFA and Diageo will promote moderate drinking and responsible partying in the 16 host cities.
FIFA and Diageo to collaborateáFIFA and Diageo will collaborate for the first time on the occasion of the 26th FIFA World Cup.™ in North AmericaéAmerica, Central America and the Caribbean.éAmerica and South Americaérica.
As a lís world leader in spirits and with a strong presence in Canada, Má, México and the United States -the venues for the 2026 World Cup-Diageo joins the celebration of the World Cupútion of the tournament with a selection of internationally renowned brands, including Casamigos and Don Julio tequilas, Buchanan’s scotch whiskies and the world’s most prestigious brands, including’s and Johnnie Walker Scotch whiskies, and Smirnoff vodka.
True to its legacy as a supporter of sports, Diageo will leverage the popularity of its brands and its unmatched expertise in crafting creative campaigns to engage fans through brand activations, on-site initiatives, and commercial campaigns. The goal is to deliver a clear message: promote moderate consumption and responsible celebration.
“It is an honor to strengthen our presence in sports and raise a toast to the FIFA World Cup 26™ with our unmatched portfolio of brands,” said Cristina Diezhandino, Chief Marketing Officer at Diageo. “Football is the world’s most popular sport, and this edition—set to be the biggest in history—gives us a unique opportunity to celebrate the game in a memorable way with fans.”
Romy Gai, FIFA’s Chief Business Officer, added: “We are delighted to welcome Diageo as a Tournament Supporter within the commercial program of the FIFA World Cup 26™. It’s fantastic to partner with the global leader in spirits for the biggest football celebration of all time. Through this collaboration, Diageo will deliver unforgettable experiences to fans and encourage responsible celebration during the world’s most important sporting event.”
Diageo will conduct activations and, at the same time, promoteá this collaboration throughout the Americas.
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