Home Depot Leverages FIFA World Cup Sponsorship in 'Backyard' Campaign
The Home Depot is giving do-it-yourselfers a reason to think about backyard renovations in the coming months, especially soccer fans.
As official sponsor of the FIFA World Cup — which occurs every four years and draws billions of viewers — Home Depot is partnering with soccer club owner and former player David Beckham. The effort pairs soccer with home improvement, highlighting the British soccer icon’s interest in gardening and entertaining.
Home Depot and Beckham are encouraging fans to think ahead to this summer's FIFA World Cup 2026 — which is co-hosted by Canada, Mexico and the U.S. — and create new entertainment spaces to enjoy at home during the tournament, which runs June 11-July 19.
The campaign kicked off March 19 with an exclusive World Cup sweepstakes. Fans enter the sweeps through Home Depot's app for a chance to win a grand-prize trip to the final match in New York. The winner also receives a $10,000 Home Depot gift card for a backyard makeover.
As part of the out-of-home effort, the retailer is encouraging soccer enthusiasts to visit official FIFA Fan Festivals. Immersive spaces within a Beckham-inspired backyard at each location will feature interactive soccer programming and home improvement demonstrations to give fans watch-party ideas they can build at home.
"The FIFA World Cup 2026 is a once-in-a-generation moment for North America and one we know is important to The Home Depot customer," Molly Battin, Home Depot senior vice president and chief marketing officer, said in a media release.
Starting in May, Home Depot shoppers who buy select Makita power tools (brushless drill sets, circular saws and reciprocating saws) in stores or online will receive a free FIFA World Cup 2026 Adidas scarf, exclusive to the home improvement retailer.
All stores will also host a soccer-themed Kids Workshop on June 6, giving kids a way to celebrate the World Cup while tackling their own building project.
The retailer’s 475,000 associates across North America are wearing special-edition orange FIFA World Cup 2026 aprons in its stores until the tournament concludes.
Beckham will promote the partnership in national TV spots and exclusive digital content launching later this spring.
"The World Cup creates that kind of excitement everywhere — not just in the stadiums, but in homes, too," he said in the release. "I love the idea of fans creating their own match-day atmosphere at home."
