Global beverage alcohol group Diageo has become the latest high-profile sponsor of the upcoming 2026 FIFA World Cup, partnering with the premier tournament in North, Central and South America.
The partnership will kick off through Diageo’s spirits brands Don Julio, Buchanan’s, Johnnie Walker and Smirnoff Vodka, with each brand receiving sponsorship inventory during the tournament, including live fan engagement events in the tournament’s 16 host cities.
Such activations will take the form of live events, but will also feature co-branded advertising and retail activity across the Americas.
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