Wine at the World Cup: How Brands Are Fighting for Visibility

Football and wine have long shared a common language: celebration, hospitality and social occasions. From post-match victory dinners and corporate entertaining to VIP hospitality suites, a glass of wine often accompanies football’s biggest moments. At the 2026 FIFA World Cup, that connection has become even more pronounced, with a growing number of wine brands finding new ways to leverage the tournament for global exposure.

One recent World Cup moment became an unlikely social media talking point. England football legend Sir David Beckham was spotted attending the Scotland vs Brazil match – not because of his presence, but because of the enormous wine glass he was holding in the stands.

Maintaining his trademark effortless style, Beckham was repeatedly seen sipping wine from what many online described as a “fishbowl-sized” glass, quickly sparking discussion across social media.

“David Beckham is holding a wine glass the size of a fish tank,” one user wrote.

Another commented: “That’s the biggest wine glass I’ve ever seen!”

Seated just behind him was Alibaba co-founder and wine investor Joe Tsai, who has become an increasingly familiar face at major sporting events, investment forums and luxury lifestyle gatherings. Tsai, who acquired vineyard parcels in Gevrey-Chambertin in Burgundy’s Côte de Nuits in 2024, represents a growing overlap between elite sport, luxury consumption and fine wine. 

As one of the world’s most valuable sporting properties, the FIFA World Cup is not only the most-watched sporting event globally but also a major platform connecting national branding, corporate sponsorship and luxury consumption. Unsurprisingly, this year’s tournament has attracted several wine brands, each adopting a different strategy to tap into the event.

Winning the VIP Guest 

Spanish Rioja producer Marqués de Murrieta recently announced that its wines are being served in the VIP hospitality areas at Mexico City’s Azteca Stadium, including during World Cup opening events. The winery is one of the few wine brands publicly confirmed to be part of the tournament’s official hospitality programme.

Founded in 1852, Marqués de Murrieta is widely regarded as one of the pioneers of modern Rioja and remains one of Spain’s oldest and most internationally recognised wineries, exporting to more than 100 countries.

Featured in the World Cup hospitality programme is the estate’s newly released 2022 vintage. Produced primarily from grapes grown at its Ygay Estate, the wine is based on Tempranillo, blended with Graciano, Mazuelo and Garnacha. Combining classic Rioja character with a more contemporary style, it remains one of the winery’s flagship labels.

The World Cup is only the latest addition to Marqués de Murrieta’s extensive sports marketing portfolio. Marqués de Murrieta has built a long history of association with major sporting events, including ATP and WTA tennis tournaments, Formula One and the UEFA European Championship.

Join the Celebration

If any wine category has an established place in football, it is Champagne. 

French Champagne house Taittinger has renewed its partnership with FIFA, remaining the Official Champagne for the 2026 FIFA World Cup, the 2027 FIFA Women’s World Cup and the 2030 FIFA World Cup.

To mark this year’s tournament, Taittinger has released a limited-edition FIFA World Cup 2026 bottling, which will be sold in limited quantities worldwide.

The bottle features a glossy black finish accented with holographic gradient effects inspired by the national colours of the three host countries – red for Canada, green for Mexico and blue for the United States. The design draws on the movement of a rolling football and the geometry of football stitching, using layered textures and light effects to evoke the speed, excitement and adrenaline of the game.

Taittinger is one of Champagne’s best-known family-owned houses and one of the few major Champagne producers that remains family operated. Renowned for its Chardonnay-driven blends and elegant style, the brand enjoys strong recognition in luxury hotels, Michelin-starred restaurants and corporate hospitality worldwide.

Notably, while FIFA has an Official Champagne category, it has yet to establish an Official Wine partnership, meaning its alcoholic beverage sponsorship portfolio remains centred on beer, spirits and Champagne.

Backing the Team

Another route into the World Cup ecosystem is through partnerships with national teams.

Spanish wine producer Ramón Bilbao has been named the Official Wine of the Spanish National Men’s Football Team under a partnership extending through the 2026 FIFA World Cup.

Unlike Taittinger or Marqués de Murrieta, Ramón Bilbao is not a FIFA partner. Instead, it has partnered with the Royal Spanish Football Federation (RFEF), meaning its association is with Spain’s national team rather than the tournament itself.

Founded in 1924 in Rioja, Ramón Bilbao is one of Spain’s leading wine brands. In recent years, it has pursued a younger, more contemporary image by expanding beyond traditional Rioja reservas into organic wines, single-vineyard bottlings and premium offerings. Its wines are now distributed in more than 60 countries.

Beyond the men’s World Cup, Ramón Bilbao also sponsors Spain’s women’s national team as it competes in the UEFA Women’s Nations League Finals and prepares for the 2027 FIFA Women’s World Cup in Brazil.