Deliveroo, along with its new parent company DoorDash, have been named as a tournament sponsor of the FIFA World Cup 2026 and FIFA Women’s World Cup 2027.
The Deliveroo sponsorship rights – as ‘on-demand pick-up and delivery supporter’ – cover the UK, France and Italy. DoorDash and its sub-brand Wolt have secured sponsorship rights in the US, Canada, Germany, Norway, Denmark and Finland.
“Football is more than a sport – it is a global force that connects communities, countries, and continents,” said Deliveroo VP of marketing Caroline Harris. “Through this partnership, Deliveroo will connect fans directly to the energy and excitement of the tournaments.”
In the UK, the company is “planning a series of campaigns and activations designed to celebrate the spirit of the game and, most importantly, spotlight our amazing restaurant, grocery, and retail partners as part of our mission to make matchday moments even better”, Harris added.
The sponsorship deal was kicked off with a video starring Brazilian football legend Ronaldinho, who shows off his skills before scrolling the app.
“Joining Deliveroo and DoorDash for this campaign was special because it took me back to how I started my career – wanting to have fun with the ball and creating something magical,” said Ronaldinho, who won the World Cup with Brazil in 2002. “For me, football has always been about trying the impossible, making people smile and sharing that joy with fans.”
“Deliveroo and DoorDash capture that same spirit of connection, celebrating the game and flavors that connect us all. I hope fans, old and new, feel that same excitement, whether they’re watching at home or in the stands,” he added.
In the US, DoorDash will serve as the tournament’s ‘first-of-its-kind official restaurant reservations platform supporter’ through a new in-app restaurant reservations launch, allowing fans in select cities across the US to book tables at local eating and drinking spots “as they come together to watch and celebrate the world’s game”.
Next year’s World Cup will be “the biggest standalone event in history”, according to FIFA, and hosted for the first time across three nations: Canada, Mexico, and the US.
In 2027, the Women’s World Cup will be hosted in Brazil, the tournament’s first-ever South American host.
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