Diageo will be the official spirits promoter of the 26 FIFA World Cup™ in North, Central and South America.

NEW YORK--(BUSINESS WIRE)--may. 8, 2025-

The FIFA World Cup is one of the most lucrative sporting events in terms of sponsorship. According to PwC, sponsorship revenues represent approximately 35% of total commercial revenue at large-scale sporting events. A Nielsen Sports report indicates that 80% of consumers remember sponsoring brands when they are linked to international sporting events. Photo by Diageo FIFA and Diageo have announced their collaboration for the first time on the oc…

The British multinational Diageo will become an official promoter of spirit drinks for the FIFA World Cup 2026, to be held in Canada, Mexico and the United States. The company, which markets brands such as Johnnie Walker, Buchanan’s, Don Julio, Casamigos and Smirnoff, will take advantage of its leadership position in these markets to fully integrate into the biggest global football festival. With this alliance, Diageo reinforces its commitment t…