With the 2026 FIFA World Cup around the corner, brands across the globe are making big swings to capitalise on the action and push their businesses forward.

Diageo is one such brand. As FIFA's official spirits partner for the tournament, the Johnnie Walker owner is "very clear" on the role its brands can play in the conversation, says Rick Pineda, vice-president of global sports.

He joins The Marketing Week Podcast, hosted by senior reporter Molly Innes, to discuss how Diageo is showing up for the biggest World Cup of all time.

This episode of The Marketing Week Podcast is sponsored by Kantar. LINK is an end‑to‑end creative effectiveness system, built for modern campaigns. Discover how you can drive stronger campaign performance and brand growth with LINK by Kantar.

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