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The Home Depot plans to amplify its “Built By” marketing platform with a splashy new sports sponsorship: The company is now the official home improvement retailer of the 2026 FIFA World Cup.
The Atlanta-based retailer says the tournament’s new format, for the first time spread over three countries, lines up with the company’s store footprint throughout North America. It says the partnership will fuel connections with Gen Z and millennial audiences, capitalizing on their love for live sports while courting the “next generation of doers.”
“We are thrilled to host fans in our own backyard,” said Molly Battin, Home Depot’s senior vice president and chief marketing officer, in the announcement. “We know our customers love sports, and we love connecting with them through their passions. We can’t wait to help build the FIFA World Cup in Canada, Mexico and the US – the communities where we live and work.”
A company spokesperson tells Retail Insider that Home Depot isn’t commenting on the deal’s financial terms. But FIFA sponsorships aren’t cheap. In August, Bank of America reportedly spent $100 million to become a global sponsor, joining Budweiser, McDonald’s, Unilever’s Dove Men+Care brand and Mengniu Dairy, based in China.
The ’26 games represent plenty of firsts, including the three-country host structure, with 104 games scheduled in 16 cities. The lineup has expanded to include 48 teams.
MetLife Stadium in New Jersey has been chosen to host the final, scheduled for July 19, and Mexico City’s fabled Azteca will stage the tournament’s opening match on June 11.
The company plans to host on-site “Built by The Home Depot” activations at FIFA Fan Festivals and stadiums. The retailer also aims to offer customers and associates opportunities to participate in activations leading up to and during the games.
Home Depot says its Orange Apron Media network will also play a starring role, offering select supplier partners in exclusive categories the opportunity to participate in various FIFA World Cup 26 activations.
FIFA says 5 billion people engaged with the 2022 World Cup in Qatar, with 1.5 billion tuning in to watch the final.
Other top-level FIFA partners include Aramco, Lenovo, Adidas, Coca-Cola, Hyundai-Kia, Qatar Airways and Visa.
The Aramco deal, a four-year sponsorship reportedly worth $100 million per year, has drawn criticism from fans worldwide. Many feel the partnership with the fossil-fuel giant, based in Saudi Arabia, undercuts sustainability goals.
Others, including Amnesty International, cited human rights concerns — particularly regarding women — with Aramco.
Sarah Mahoney is a staff writer for MediaPost. She covers retail, fashion, beauty and apparel, as well as D2C brands and women’s political issues. You can reach Sarah at sarah@mediapost.com.
