BIG Digital Brings Diageo's FIFA World Cup 2026 Sponsorship to the Point of Purchase Across Hundreds of U.S. Retail Locations

BIG Digital deployed hundreds of Smart Digital Merchandisers across 13 major U.S. retail banners, helping Diageo bring the excitement of the FIFA World Cup 2026 directly into the retail environment.

BIG Digital is proud to support Diageo’s FIFA World Cup sponsorship with the nationwide deployment of Smart Digital Merchandisers across U.S. retail locations, bringing next-generation in-store engagement to iconic brands including Casamigos and Buchanan’s.

As the FIFA World Cup 2026 captures the attention of fans worldwide, this in-store retail media network shows how brands can take major sponsorship investments beyond stadiums, broadcasts, and social media - and activate them directly at the point of purchase.

This nationwide rollout spans 13 major retail banners, including Total Wine & More, Spec's, FoodMaxx, Lucky, Safeway, Kroger, BevMax, Save Mart, Albertsons, Hy-Vee, Fry's, Ralphs, and Twin Liquor.

The deployment leverages BIG Digital’s proprietary Smart Digital Merchandisers, purpose-built for the retail floor to capture shopper attention, increase product discovery, and drive in-store sales lift.

With portable formats, the platform is designed for rapid installation in minutes per location. The secure, portable nature of BIG Digital’s solutions enabled Diageo to scale quickly across retailers while customizing each activation to individual store formats.

In-store, Shoppers encounter fresh and diverse FIFA World Cup-themed content, including live match updates, tournament highlights and standings, FIFA trivia, cocktail inspiration and branded storytelling - directly alongside featured products, creating a unique and powerful connection between the excitement of the World Cup and in-store purchasing decisions.

"With fans following every match and tournament storyline, the activation is designed to bring that energy directly into the shopping journey," said Patrick Mooney, Senior Manager, Shopper Marketing at Diageo. "BIG Digital's Smart Digital Merchandisers have enabled us to extend the impact of our FIFA World Cup 2026 sponsorship into the retail environment, allowing us to connect with consumers at the point of purchase while bringing our brands closer to the excitement surrounding the tournament."

For Diageo, the activation represents an opportunity to maximize the value of a major sponsorship investment. For retailers, it creates a more engaging shopping experience. And for shoppers, it delivers timely, relevant content directly alongside the products they are considering.

Unlike traditional point-of-sale materials, BIG Digital's Smart Digital Merchandisers allow brands to update content in real time, adapt messaging throughout the tournament, and gain valuable insights into shopper engagement and campaign performance.

The activation demonstrates how smart digital merchandising can help brands maximize major sponsorship investments beyond traditional media channels. By delivering dynamic content directly alongside featured products, Diageo is creating a stronger connection between brand awareness, shopper engagement, and purchase intent.

"The last mile at retail is often the forgotten channel with major sponsorships, and Diageo has done a fantastic job innovating with their FIFA World Cup 2026 investment this year." said Matthew Diamond, Chief Growth Officer at BIG Digital. "This program showcases how the world's best brands can maximize returns on properties with a fully immersive retail experience."

The in-store program is designed to increase product visibility, capturing shopper attention, strengthen brand engagement, and drive measurable sales lift throughout the FIFA World Cup 2026 tournament period. Success is measured through key performance indicators, including product lift, customer engagement, retailer feedback, and sales performance.

As brands look for more effective ways to maximize customer engagement in-store, BIG Digital provides the technology and solutions to transform in-store retail environments into high-impact digital media channels. By bringing priority campaigns directly in-store, BIG Digital helps brands and retailers turn awareness into action, engagement into meaningful connection, and brand experiences into measurable business results.

Interested in bringing major campaigns to retail?

Learn how BIG Digital's Smart Digital Merchandisers help brands transform sponsorships, retail media, and shopper engagement into measurable business results.

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