THE AMERICAS. Diageo Global Travel is rolling out more than 100 airport activations for the FIFA World Cup 2026 across 34 airports in North and South America, spotlighting Don Julio and Casamigos as part of its role as the tournament’s Official Spirits Supporter.
The high-impact animations, developed with leading retailers including Avolta, will appear in select travel retail locations – from Guayaquil to Santo Domingo and all host cities across Canada, Mexico and USA.
The campaign focuses on immersive, football-themed experiences designed to drive engagement with the tequila category during the tournament. Key pop-ups include:
- New York John F. Kennedy International Airport: The Casamigos ‘Frenemy Zone’ launching in June is an interactive space centred on friendly rivalry, complete with a foosball table and cocktail bar.
- Mexico City International Airport Terminal 1: A Don Julio experiential space opening in June will feature a luxury ‘golden trophy’ podium and exclusive bottle personalisation.
- Mexico City International Airport Terminal 2: A Don Julio takeover featuring an immersive football simulator experience will also be unveiled in June.
- Cancún International Airport: A digital in-store takeover and Don Julio 1942 bottle personalisation are exclusive to Cancún International, alongside the Don Julio 1942 FIFA World Cup Edition.
Diageo Global Travel Managing Director Andrew Cowan said, “Our partnership with the FIFA World Cup 2026 offers an unparalleled opportunity to engage consumers during a truly global cultural moment.
“By placing Don Julio and Casamigos at the centre of this celebration through standout activations and memorable experiences, we aim to capture the energy of the tournament and elevate how travellers discover and enjoy tequila.”
Sampling will focus on Diageo’s signature tequila-based drinks, including the Casamigos Rivalrita, an exclusive serve inspired by the tournament’s three host countries.
The programme will also include gifting initiatives at selected travel retail locations, featuring branded Don Julio thermic cups and reversible Casamigos bucket hats.
As an Official Supporter of the FIFA World Cup 2026, the spirits company has also introduced a limited-edition Don Julio 1942 bottle inspired by the FIFA World Cup trophy, featuring a gold finish and malachite-coloured closure.
The limited-edition Don Julio 1942 FIFA World Cup 2026 bottle is available at major airports across the USA, Canada and Mexico in 75cl and 5cl formats.
Avolta Global Head of Liquor David de Miguel commented, “We are pleased to partner with Diageo Global Travel to deliver these activations across our network during the FIFA World Cup 2026.
“Moments like this allow us to connect brands with travellers in a relevant and timely way, using our scale and locations to create experiences that are both commercially effective and engaging.
“This is a strong example of how we work with partners to enhance the traveller journey and support category growth.” ✈
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