FIFA and Diageo have announced they are teaming up for the FIFA World Cup 26™ in North, Central and South America.

Diageo said it 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.

The drinks giant plans to leverage its iconic brands and historic creative marketing capabilities to engage fans through activations, on-the-ground initiatives and retail campaigns.

Diageo Chief Marketing Officer Cristina Diezhandino said: “We are proud to deepen our partnership with sports by bringing our unmatched portfolio to toast the FIFA World Cup 26. 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.”

FIFA Chief Business Officer Romy Gai said: “We are delighted to welcome Diageo as an Official Tournament Supporter to the FIFA World Cup 26 Commercial Program. 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. The FIFA World Cup 26™ will take place from 1 June to 19 July 2026. Over the course of 39 days, the United States, Canada, and Mexico will host 45 other countries during the tournament.