As the world’s attention is centred around the 2026 FIFA World Cup, the premium tequila brand Don Julio 1942 is grabbing attention by taking its celebration to the water. Don Julio has unveiled its “Port of Champions,” consisting of a week-long hospitality experience aboard a 200-foot megayacht on Manhattan’s waterfront ahead of the FIFA World Cup Final.
Docked at Chelsea Piers from July 13 to 19, the activation transforms the pier and its surrounding waterfront into an immersive and exclusive destination designed to capture the energy and prestige of football’s biggest event.
What is Don Julio 1942?
Don Julio is a premium tequila brand that originated in Mexico in 1942 and was founded by Don Julio González. González’s connection to tequila began as a teenager, and he soon revolutionised the industry through his innovative harvesting methodology. Created in the highlands of Jalisco, Mexico, this tequila brand is highly recognised for its 100% blue agave composition and became famous as one of the first luxury tequilas in the world.
It is the agave, grown in rich volcanic soil, that creates its uniquely sweet and flavourful signature taste. Their specific offering, Don Julio 1942, is an ultra-premium tequila aged for two and a half years in oak barrels. It became popular for its smooth texture and sweet caramel, vanilla, and roasted agave flavours.
Don Julio’s Connection to FIFA
Don Julio is an Official Supporter of the FIFA World Cup 2026, with its parent company securing a commercial partnership with FIFA as the tournament’s official tequila partner.
Consequently, this yacht activation forms part of a wider World Cup strategy for the brand. Earlier in 2026, Don Julio 1942 introduced a limited-edition FIFA World Cup 2026 bottle inspired by the tournament’s trophy and launched its “Made to Be Raised” campaign.
These initiatives, paired with the yacht activation, allow Don Julio to cultivate a cohesive narrative, linking its premium tequila with sport, culture, and luxury.
The Megayacht as a Brand Statement
More than a branded installation, the Port of Champions megayacht provides a full-scale hospitality ecosystem. The megayacht offers exclusive access to match-day viewing during the tournament’s final weeks, DJ parties, curated dining, and a speakeasy for tequila tastings hosted aboard the yacht. The vessel thus serves as both a visual centrepiece and a symbol of exclusivity associated with the Don Julio brand.
Additionally, activities will also be carried out on land at the Pier 59 driving range, which is set to be transformed into a luxury hospitality club, becoming the first branded buyout of the venue’s driving range.
Capitalising on a Global Sporting Moment
The activation arrives at a pivotal moment for New York and New Jersey, which will host the FIFA World Cup Final at MetLife Stadium. With global attention focused on the region, Don Julio is capturing the moment while reinforcing its premium luxury positioning.
Setting the Standard for Luxury Sports Activations
As the FIFA World Cup Final approaches, the Manhattan megayacht serves as a statement of ambition, positioning Don Julio 1942 at the convergence of luxury, entertainment, and culture.
Through the creation of a floating luxury destination at the heart of the world’s most-watched sporting event, the brand demonstrates an ambitious effort to elevate sponsorships into a memorable cultural moment.
Rise of Experiential Marketing
From a marketing perspective, the Port of Champions reflects a growing trend among luxury and premium brands, who are beginning to focus on creating destination-based or experiential activations, likely in response to the rise of social media, in an attempt to generate online visibility and influencer engagement.
Written By: Leah Kim
Published on: 19th June 2026