The Promise And The Risk Of Showing Up
The world’s biggest football tournament is a magnet for bold marketing and loud claims. Rick Pineda, Diageo’s vice-president of global sports, laid out how the company plans to show up. I welcome the ambition. But presence is not the point—purpose is.
My view is simple: if a brand steps onto this stage, it should make the fan experience safer, kinder, and more joyful—or step aside. Visibility without values is just noise. The best play here isn’t a bigger billboard. It’s better behavior.
What Matters More Than A Logo
Football is the world’s shared language. That gives a spirits company a responsibility as much as a spotlight. I heard an intent to meet fans where they are and add value. That’s the right starting line. But to win trust, actions must outshine activation.
Fans don’t remember the size of your spend; they remember how you made them feel. If a brand can’t help people celebrate responsibly, respect local culture, and share the moment fairly, no campaign will save it.
How To Show Up The Right Way
There’s a better playbook than chasing volume and vibes. It’s built on care, access, and community impact.
- Put safety first: Pair every party with real tools—free water, ride credits, clear ID checks, and staff empowered to cut off service without fear.
- Back local bars, not just stadiums: Invest in training, fair pricing, and fan-neutral zones where rivals feel welcome under one roof.
- Respect the host: Use local suppliers, honor customs, and keep materials reusable so celebrations don’t leave a mess.
- Make joy inclusive: Design for women, families, and disabled fans. Promote harassment-free spaces and clear reporting paths.
- Support the women’s game: Fund girls’ academies, equal prize activations, and visible female ambassadors year-round.
- Share the stage: Give community groups airtime. Shift some media budget to grassroots watch parties with free entry.
These aren’t stunts. They’re standards. And they outlast a trophy lift.
What Fans Actually Want
Most supporters don’t crave clever taglines. They want fair prices, short lines, and a safe trip home. They want a cold drink without pressure to have another. They want brands to celebrate players without inflaming rivalry or disrespecting the host city. Show love for the game, not just love for your logo.
The Smart Measure Of Success
Big events tempt marketers to chase impressions. That’s lazy. A smarter scoreboard tracks fewer incidents, better crowd flow, and more people choosing to pace themselves. It tracks how many small businesses earned real revenue, not just a mention. It measures sentiment after the final whistle, when the ads fade and only behavior lingers.
Answering The Naysayers
Some will argue that a spirits brand should keep a low profile around football. I get the concern. Alcohol and sport can mix poorly. But withdrawal isn’t the answer. Accountability is. If a company chooses to attend, it should set the standard: promote moderation, empower stewards, and back up words with logistics that make smart choices easy.
What I Expect To See
Pineda’s signal is that Diageo plans to be present in a real way. I expect targeted fan experiences that don’t drown out the match. Partnerships that highlight local pride without pushing divides. Training and safety protocols that make bartenders feel supported, not squeezed.
If that vision holds, the brand will earn its place. If it slides into volume-chasing, fans will notice—and vote with their feet and their feeds.
The Standard We Should Demand
Here’s the bar every sponsor should clear at the tournament:
- Make the easiest choice the safest choice.
- Spend as much on community benefit as on media.
- Leave venues and neighborhoods better than you found them.
- Champion women’s football with equal energy and budget.
- Report outcomes openly—good and bad.
If brands can’t meet that, they don’t deserve the world’s biggest audience.
Final Whistle
Football offers a rare chance to unite people. Brands should earn the right to be part of that. Diageo has the scale to lead, and the tournament is the moment to prove it. Demand better from every sponsor you see. Choose venues that take safety and inclusion seriously. Share your experiences—good or bad—so the market rewards the right behavior.
The game belongs to the fans. Any company that shows up should play for them—and play fair.
