Soccer's global governing body FIFA and US DIY and home improvement retail chain Home Depot have announced a partnership around the FIFA 2026 World Cup in North America.
As part of the North American deal, Home Depot will be the tournament's home improvement retail supporter in the region, with the World Cup being held across Mexico, the US, and Canada.
The deal will consist of fan activations at FIFA fan festivals and stadiums leading up to and during the 2026 edition of the World Cup.
Through its Orange Apron Media network, select supplier partners in exclusive categories will have the opportunity to participate in various World Cup-themed activations alongside Home Depot.
Molly Battin, senior vice-president and chief marketing officer at Home Depot, has said: "We are thrilled to host fans in our own backyard by becoming the official home improvement retail supporter to FIFA World Cup 2026.
"We know our customers love sports and we love connecting with them through their passions."
FIFA secretary general Mattias Grafström added: "We are delighted to welcome The Home Depot as an official supporter of the FIFA World Cup. As we prepare for the most inclusive FIFA World Cup in history, featuring 48 teams, this partnership will bring unique opportunities for fans, as well as meaningful engagement for The Home Depot's customers and associates across the host countries."
In terms of commercial deals struck for the 2026 soccer tournament, late November saw Rock-it Cargo unveiled as its logistics partner, while mid-October saw multinational tech heavyweight Lenovo unveiled as a sponsor.
Lenovo is now the soccer body’s official technology partner, fitting into the top rank of FIFA sponsors. The agreement covers both the FIFA World Cup in 2026 and the 2027 Women’s World Cup in Brazil.
Over recent months, FIFA has announced deals for these same tournaments with telecommunications giant Verizon, and also with US snack brand Lay’s.
Other current official partners of FIFA, meanwhile, include oil and gas giant Aramco, sportswear company adidas, soft drinks conglomerate Coca-Cola, South Korea’s Hyundai and Kia car brands, global payments service Visa, and Qatari national airline and flag carrier Qatar Airways.
