Diageo Marketing: The FIFA Soccer 2026 Men’s World Cup in the U.S. is providing a strong rationale for an increasing number of brands to invest in the soccer opportunity, e.g. Verizon. Diageo and FIFA just announced that they are teaming up for the first time for the FIFA 2026 World Cup Sponsorship in North, Central, and South America. Portada interviewed Tracy (Bussan) Doyle, SVP, Brands in Culture, Diageo North America, to understand how the spirits giant plans to capitalize on the soccer opportunity as well as
Why is Diageo Massively Betting on Soccer For the First Time?
Diageo brands have partnered with soccer properties in the U.S. in the past, including the spiced rum brand Captain Morgan, which was the MLS’ official spiced rum and exclusive spirits partner from 2019 through 2022. However, a FIFA partnership is a much larger and comprehensive investment. Doyle tells Portada that this is the first of its kind globally. “Diageo is the first spirits company to partner with FIFA. Our consumers are passionate about sports, and with football as the world’s leading sport, and this tournament set to be the biggest yet in FIFA’s history, we see this as an incredible opportunity to celebrate with fans in new and meaningful ways. This partnership builds on our history of leveraging sports to elevate our brands and position them at the forefront of culture. It is fitting to bring our incredible line-up of iconic brands to the pitch.”
“ Our consumers are passionate about sports, and with football as the world’s leading sport, and this tournament set to be the biggest yet in FIFA’s history, we see this as an incredible opportunity to celebrate with fans in new and meaningful ways.”
Diageo Marketing: Activation for Different Diageo Brands Throughout the Americas
Source: Tracy Doyle Portada Interview.
* For a deeper look into Don Julio’s 2026 World Cup Strategy in the U.S. and Mexico, read our recent article about Salvador Padron, Global VP Marketing, at Don Julio.
The Three Brands Selected for Promotion in the U.S
Doyle tells Portada that Tequila Casamigos, Don Julio, and Buchanan’s whisky are the company’s brands that best align with the 2026 FIFA Soccer World Cup opportunity. “Football is experiencing excellent organic growth and is now the fastest-growing sport for consumer fandom in the United States. Casamigos, Don Julio, and Buchanan’s will appeal to fans across age ranges, genders, and ethnicities, which make up the soccer community. We are so excited to bring these incredible brands to the iconic tournament.”
“ Casamigos, Don Julio, and Buchanan’s will appeal to fans across age ranges, genders, and ethnicities, which make up the soccer community. We are so excited to bring these incredible brands to the iconic tournament.”
According to Doyle, brand activation plans will reflect local relevance and consumer connection per market. “We are building our marketing and brand plans now and will have more to share soon”, Doyle adds.
Diageo Marketing: The Brands In-Culture Team
Culture has a significant impact on the alcoholic beverage landscape, influencing consumption patterns, brand choices, and marketing strategies. Brands must understand and adapt to changing drinking cultures, recognizing that preferences are not static and can vary across groups and regions. One example is that changing patterns of consumption and leisure behavior among younger consumers have led to a decline in sales of alcoholic beverages. This is what Asahi’s CEO, Atsushi Katsuki, recently told the Financial Times . According to the leading executive at Japan’s largest brewer, changes in leisure activities driven by the younger generations, particularly screen time (gaming, streaming, social media), are a larger driver for reduced alcohol consumption than health concerns. Cultural relevance and cultural marketing are major drivers of Diageo’s overall success. That is why Tracy Doyle leads a Brands in Culture Team within Diageo’s marketing organization with the role of building “our portfolio of brands into culture by connecting them to the communities, places and spaces that drive relevance, salience and ultimately sales for our brands.”
“Our portfolio of brands into culture by connecting them to the communities, places and spaces that drive relevance, salience and ultimately sales for our brands”
Doyle explains that the Brands in Culture (BiC) team is “comprised of culture leads dedicated to our brands as well as specialists across various areas of culture, including sport, influencer, and entertainment.”
“ The Brands in Culture (BiC) team is comprised of culture leads dedicated to our brands as well as specialists across various areas of culture, including sport, influencer, and entertainment.”
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