The Men’s FIFA World Cup 2026 is set to begin on 11 June, for the first time the tournament will be co-hosted by three countries; Canada, USA and Mexico and a record 48 teams will be taking part. The enthusiasm around the World Cup is sure to inspire some creative marketing ideas for alcohol brands and the Portman Group’s Advisory Service is at the sidelines ready to help balance innovation with a responsible approach to marketing. Alcohol producers and marketing agencies are welcome to get in touch for free and confidential advice using our webform or direct email address. Here are some football themed guidance topics, ready to help abide by the Portman Group Codes of Practice and avoid any own goals!
Sponsorship
Drinks companies may sponsor football teams but there are some important rules to be aware of. To begin, at least 75% of the team must be aged 18 or over and any under-25-year-olds should not be used individually, or in a significant role, in brand promotional material. For example, a poster featuring a ‘player of the match’ alongside an alcohol logo would not be suitable for players under 25 years of age. Players over 25 can be featured in brand promotional material but any suggestion of them consuming the drink should be clearly post-match and should not suggest that it can enhance physical capabilities such as post-match recovery.
Particular appeal to under 18s
Football itself has a notably broad appeal, but care should be taken with elements of promotional activity that may have a particular appeal to under-18s. Some mascots, especially animal or cartoon character mascots, are more likely to have a particular appeal to children and as such they should not wear alcohol branded clothing or interact with the brand in any way. Likewise, any merchandise such as children’s clothing or items designed for children (such as a child’s single duvet cover or lunchbox) should not feature an alcoholic drink’s branding.
Sampling
Sampling is a great way to introduce consumers to the taste and quality of a drink, but care should be taken to avoid any risk of immoderate or irresponsible consumption. Sample sizes should ensure that consumers do not exceed 4 units in one drinking session. Sampling activity should not take place in areas where children may gather, like play areas. Or where people are likely to have driven to, such as an out-of-town retail park. The World Cup is set to have 13 different kick-off times and the time differences mean some games may be very early in the morning UK time. We would recommend not scheduling sampling activities in train stations at times where people may reasonably be heading off to work afterwards. Producers should also use the Challenge 25 approach and avoid any marketing that could particularly appeal to under 18s, for example brightly coloured novelty balloon displays.
Experiential marketing
Immersive and interactive marketing is a great way to make products stand out, we know that gamified experiences such as fairground or arcade style activities are a popular way to encourage consumers to interact with a brand. We recommend that care is taken to ensure that fun experiences do not tip over into being particularly appealing to under-18s. Depending on presentation, we know that under-18s can be particularly drawn to bright colours and friendly looking anthropomorphic characters so these should be avoided along with prizes that include collectible elements such as stickers or toy-like items.
If you are an alcohol producer or marketing agency that would like to access free and confidential advice ahead of your World Cup inspired summer activations, please do get in touch using our webform or direct email, the Advisory Service will be happy to hear from you.
Read how newly updates Guidance on Alcohol Sponsorship