The Home Depot has announced a landmark sports marketing deal, becoming the Official Home Improvement Retailer of the FIFA World Cup 2026, the world’s most popular sporting event. With matches scheduled to take place in North America—including Atlanta—this partnership positions the Atlanta-based home improvement giant at the heart of the action.
Bringing the World Cup Home
Atlanta’s Mercedes-Benz Stadium, which features the 11-acre Home Depot Backyard, will host East Region matches in the expanded 48-team tournament. This marks a homecoming for the retailer, as it embraces its Atlanta roots during a global celebration of soccer.
“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.”
Enhancing the Fan Experience
The Home Depot plans to offer on-site experiences “Built By The Home Depot” at FIFA Fan Festivals and stadiums, enhancing fan engagement throughout the event. The company will also create opportunities for associates and customers to participate in World Cup activities leading up to and during the tournament.
Expanding the Sports Marketing Portfolio
This partnership with FIFA represents The Home Depot’s largest sports marketing investment to date, joining other high-profile sponsorships such as ESPN College GameDay and NCAA March Madness.
“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,” said FIFA Secretary General Mattias Grafström.
A Global Stage
The tournament culminates in the final match at MetLife Stadium in New Jersey, but Atlanta’s role as a host city ensures the local community will shine on the world stage. Financial details of the partnership remain undisclosed, but the deal includes opportunities for supplier partners through the retailer’s Orange Apron Media network to collaborate on FIFA World Cup activities.
With this strategic partnership, The Home Depot is not only building excitement for the FIFA World Cup 2026 but also strengthening its connection to sports fans across North America.
