Valvoline, the lubricants and automotive services provider, has today been named as the latest regional sponsor of soccer’s showpiece 2026 FIFA World Cup national teams tournament.
Through the agreement, the brand will serve as a third-tier official supporter of the competition taking place in the United States, Canada, and Mexico.
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Valvoline becomes the fourth regional partner for the World Cup alongside Rock-it Cargo, Home Depot, and Diageo, which was announced earlier this month.
FIFA’s commercial portfolio for the event includes seven top-level global partners (Adidas, Coca-Cola, Kia, Aramco, Lenovo, Qatar Airways, and Visa), and seven second-tier World Cup sponsors (Michelob Ultra, Bank of America, McDonald’s, Lays, Dove, Verizon, and Mengniu.
Valvoline will activate its sponsorship by offering experiences for fans in select host cities and exclusive promotions with Valvoline retail partners.
The company’s soccer partnership portfolio includes an existing deal with Concacaf, the governing body for soccer in North and Central America and the Caribbean.
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By GlobalDataThe expanded 2026 World Cup will feature 48 national teams competing in 104 matches in 16 host cities.
