To improve its relationship with Latin America, Diageo places a wager on the 2026 World Cup

The FIFA World Cup 2026™ is not just a tournament. For Diageo, it has become a strategic platform to connect with consumers through culture, identity, and shared experiences. Particularly in Latin America and the Caribbean, where soccer transcends the sport itself and is part of everyday life.

“This is an extraordinary opportunity to connect our brands with one of the world’s most important cultural and sporting moments,” stated Álvaro Cárdenas, President of Diageo LATAM.

There is more to the FIFA World Cup 2026TM than merely a competition. Diageo now uses it as a strategic platform to engage customers through shared experiences, culture, and identity. Especially in Latin America and the Caribbean, where soccer is more than just a sport and is a part of daily life.

In an interview with Forbes Mexico, Álvaro Cárdenas, President of Diageo Latin America, said, «This is an extraordinary opportunity to connect our brands with one of the most important cultural and sporting moments in the world.»

The 2026 edition will also hold special significance for Mexico, as it becomes the first country to host a World Cup three times. Against this backdrop, Diageo aims to capitalize on the moment through a strategy centered on identity.

As part of this vision, the company has already launched limited editions of some of its key brands, designed as collectibles linked to national pride and the cultural conversation surrounding the tournament. These include offerings from Don Julio, Buchanan’s, Johnnie Walker, and Smirnoff. All of which reinterpret symbols of soccer, Mexican identity, and celebration through each brand’s unique voice.