FIFA: Diageo (spirits) official supporter of the 2026 World Cup for the Americas

Diageo, a British multinational company specialised in alcoholic beverages, has become an official supporter of the 2026 World Cup for North, Central and South America, announced FIFA on 08/05/2025.

As part of the agreement, Diageo "will leverage its iconic brands and historic creative marketing capabilities to engage fans through activations, on-the-ground initiatives and retail campaigns" in each of the 16 host cities (11 in the United States, three in Mexico and two in Canada) of the competition. The British group will be mobilising its Casamigos, Don Julio (tequila), Buchanan's, Johnnie Walker (whisky) and Smirnoff (vodka) brands.

Diageo thus becomes the first British company to become a third-level partner in the tournament's sponsorship hierarchy, alongside three American brands: The Home Depot (DIY) and American Airlines (airline), both committed for the North American region, as well as logistics provider Rock-it Cargo.

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