Home Depot announces World Cup alliance
The Home Depot entered a sports-marketing deal with the world's most popular sporting event: the FIFA World Cup, which is coming to North America—including Atlanta— in 2026.
The Atlanta-based home improvement giant will be the official home improvement retailer of the World Cup.
”We are thrilled to host fans in our own backyard by becoming the Official Home Improvement Retail Supporter to FIFA World Cup 2026,” said Molly Battin, senior vice president and chief marketing officer at The Home Depot. “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 U.S. – the communities where we live and work.”
The tournament—which will be expanded to 48 national teams in 2026, up from 32 teams—will include East Region matches in Atlanta's Mercedes-Benz Stadium. The Atlanta stadium includes an 11-acre Home Depot Backyard. The tournament's final match will be played in MetLife Stadium in New Jersey.
The partnership with FIFA, the world governing body of soccer, marks the retailer's largest expansion to date of its sports marketing portfolio, joining ESPN College GameDay and NCAA March Madness, among others.
Building on the retailer’s history supporting football and other athletic events, the retailer will provide unique on-site experiences “Built By The Home Depot” at FIFA Fan Festivals and stadiums. The Home Depot will also bring the World Cup experience to its associates and customers with opportunities to participate in FIFA World Cup events leading up to and during the 2026 tournament.
FIFA Secretary General Mattias Grafström added: "As we prepare for the most inclusive FIFA World Cup in history featuring 48 teams, this partnership will bring unique opportunities for fans, as well as meaningful engagement for The Home Depot’s customers and associates across the host countries.”
Financial terms of the deal were not revealed.
Through its Orange Apron Media network, select supplier partners in exclusive categories will have the opportunity to participate in various FIFA World Cup 2026 activities alongside The Home Depot, the company said.
The marketing deal is this year's second major soccer-related announcement among U.S. home improvement giants. In March, Mooresville, North Carolina-based Lowe's partnered with international soccer star Lionel Messi and Messi's team, Inter Miami CF.
