Diageo named Official Spirits Supporter in North, Central and South America for FIFA World Cup 26™
Global spirits leader will become a Tournament Supporter of the FIFA World Cup 26™ and activate top consumer brands, including Casamigos, Don Julio, Buchanan's, Johnnie Walker and Smirnoff
Together FIFA and Diageo will deliver unique fan-focused activations
Diageo and FIFA will promote responsible consumption and celebration throughout the tournament's 16 Host Cities
NEW YORK, May 08, 2025--(BUSINESS WIRE)--FIFA and Diageo are teaming up for the first time ever for the FIFA World Cup 26™ in North, Central and South America.
As the global leader in spirits, with beloved brands throughout Canada, Mexico and the United States, where the tournament is to take place, Diageo will join the celebration as an Official Tournament Supporter with its own team of iconic players, including Casamigos and Don Julio tequila, Buchanan's and Johnnie Walker Scotch whisky and Smirnoff vodka.
Building on its history of championing sports, Diageo will leverage its iconic brands and historic creative marketing capabilities to engage fans through activations, on-the-ground initiatives and retail campaigns, all highlighting responsible drinking and community celebration.
"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 Gaid 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."
Diageo will be activating in each of the 16 Host Cities across Canada, Mexico and the United States and promoting the collaboration throughout the Americas.
This press release is not directed at anyone under the legal age for the consumption or buying of alcohol and is not intended for countries with restrictions related to the advertising of alcoholic beverages.
About DIAGEODiageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com.
Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice. Follow us on Instagram for news and information about DIAGEO North America: @Diageo_NA. Celebrating life, every day, everywhere.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250508453628/en/
Contacts
Diageo USA and Canada Press Office (New York)napressoffice@diageo.com
Diageo Latin America & Caribbean Press Office (Miami)Lacpressoffice@diageo.com
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