The relationship between Champagne House Taittinger and FIFA is an example of a consistently built partnership in which luxury, tradition and sporting emotion form a coherent and credible narrative. The foundations of this collaboration are shared values: celebration, excellence, universality and the communal experience of the most important moments. In a world in which a luxury brand must constantly redefine its presence, Taittinger proves that prestige can coexist harmoniously with global reach.
Reims 1959 - a symbolic start to history
This relationship is no coincidence. For decades, Maison Taittinger has remained inextricably linked to the city of Reims, the cradle of the house and the birthplace of French football legend Stade de Reims.
On 6 June 1959, the then mayor of Reims, Jean Taittinger, gave the official opening signal for the final of the European Club Champions Cup, known today as the UEFA Champions League, between Real Madrid and Stade de Reims. The meeting was played in Stuttgart. Although the French team lost, the match went down in history as a symbol of the style of play known as „champagne football”. It was football that was dynamic, fine, joyful and full of lightness.
It was then that the strong metaphorical link between the world of football and Champagne was born. A discipline based on expression and collective emotion naturally met with wine, which has symbolised celebration and victory for centuries.
World Cup 2014 in Brazil - a global highlight
Taittinger's synergy with the FIFA World Cup™ was officially launched at the 2014 FIFA World Cup Brasil™. The final played at the legendary Estádio do Maracanã stadium was not only a sporting celebration, but also a moment of global brand exposure.
Taittinger became the official champagne of the tournament, supplying its wines at key ceremonies and side events. A limited edition bottle inspired by a space theme was also launched, symbolising the pushing of boundaries and the constant pursuit of excellence.
Expanding cooperation - from Russia to the 2030 horizon
Following the success in Brazil, the partnership has been extended for further tournaments:
- 2018 FIFA World Cup Russia™
- 2019 FIFA Women's World Cup France™
- 2022 FIFA World Cup Qatar™
- 2023 FIFA Women's World Cup Australia / New Zealand™
Taittinger has once again become the official champagne of FIFA, cementing its position as a symbol celebrating the most important moments of world football.
A key development was the announcement in 2024, during the FIFA Plage at the Cannes Lions International Festival of Creativity, of an extension of the agreement until 2030. The new agreement includes:
- 2026 FIFA World Cup USA / Canada / Mexico™.
- 2027 FIFA Women's World Cup Brasil™
- 2030 FIFA World Cup Spain / Portugal™
It is noteworthy that the three opening matches of the 2030 tournament will take place in Uruguay, Argentina and Paraguay, a symbolic reference to the first World Cup played in 1930. This will be the 100th anniversary edition of the tournament.
Luxury and global reach - a coherent brand strategy
Football remains the world's most egalitarian and global sport. Champagne, on the other hand, has been a symbol of luxury and celebration for centuries. Combining these two poles allows the brand to reach a mass audience without losing prestige.
Champagne is naturally part of the ritual of victory. The World Cup is the culmination of emotions and the moment of opening the bottle becomes a symbolic gesture of triumph. Taittinger and FIFA™ show that luxury need not remain confined to the world of haute gastronomie. It can function in a space of global emotion while maintaining class, authenticity and identity.
For Taittinger, it is the continuation of a history begun in Reims in 1959. For FIFA™, it is an elegant and natural symbol celebrating the most important moments of world football.
FIFA World Cup 2026 ™ - a new scale of emotions
The 2026 tournament will go down in history as a landmark event. For the first time ever, as many as 48 national teams will compete in an expanded format. This means more matches, even more outstanding talent and more intense emotions.
Sixteen host cities in the United States, Canada and Mexico will create a unique stage for an event that will become a true celebration of football and North American culture. More than 5 billion viewers in front of screens and millions of fans present in the stadiums will make this edition a global encounter without precedent, where the world will unite to the rhythm of a single game.
World Cup Special Edition - design as a manifesto of energy
The World Cup Special Edition was designed as a visual manifestation of the fusion of the art of champagne with the intensity of sporting competition. The deep, all-black bottle comes alive with holographic gradients in the colours of the host countries: the red of Canada, the green of Mexico and the blue of the United States. These colours symbolise unity, energy and team spirit.
The design captures the dynamics of the ball's movement and the distinctive seams of the football icon, which are highlighted with expressive textures and luminous reflections. The visual composition is reminiscent of the pace of a pinball game, fast, pulsating and full of tension, just like the final minutes of a decisive match.
Text: Ewa Relidzyńska, Sommelier
