Diageo named official spirits supporter for FIFA World Cup 26

FIFA and Diageo (DEO) are teaming up for the first time ever for the FIFA World Cup 26 in North, Central and South America. The company said, “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.”