Heineken 0.0’s Game-Changing Move as RTÉ’s FIFA World Cup 2026 Sponsor—What It Means for Brands Ready to Dominate the Next Big Play
Ever wonder how to enjoy the thrill of the FIFA World Cup without the usual buzz of alcohol? Well, RTÉ has just made that an exciting reality by teaming up with Heineken 0.0 as the official broadcast sponsor for FIFA World Cup 2026 coverage. Now, picture this: the first-ever World Cup spanning three countries—Canada, Mexico, and the USA—with 48 teams battling it out over 104 matches, all brought to you live and free-to-air on RTÉ2 and RTÉ Player, accompanied by the fresh, alcohol-free vibes of Heineken 0.0. This isn’t just a sponsorship; it’s a game-changing partnership crafted by Dentsu that promises to turn every match moment into a shared, refreshing experience for fans across Ireland. So, as the biggest football fiesta in history kicks off, RTÉ and Heineken 0.0 are set to make sure your viewing party is as lively and connected as the action on the pitch—without the hangover tomorrow. Ready to dive into all the details? LEARN MORE
RTÉ has announced Heineken 0.0 as the official broadcast sponsor of its coverage of the FIFA World Cup 2026, which will see the alcohol-free beer brand feature prominently throughout the broadcaster’s coverage of football’s biggest tournament.
The sponsorship agreement, brokered by Dentsu, will include Heineken 0.0 branding across RTÉ2 and RTÉ Player broadcasts.
Sponsorship stings will appear at the start of all live coverage and around commercial breaks, while the brand’s logo will also feature on promotional material supporting the tournament.
The FIFA World Cup 2026 is set to be the largest in the competition’s history, featuring 48 teams and 104 matches. It will also be the first World Cup hosted across three countries — Canada, Mexico and the United States.
RTÉ will provide live free-to-air coverage of all 104 matches, beginning with the opening ceremony and first game on 11 June and continuing through to the final.
Coverage will include pre-match and post-match analysis from RTÉ’s football panel, alongside live broadcasts on both RTÉ2 and RTÉ Player.
Gavin Deans, Commercial Director at RTÉ, said the broadcaster was pleased to partner with a globally recognised brand for what is expected to be a landmark tournament.
“With an expanded team format and three host nations for the very first time, this edition of the World Cup is set to be bigger than ever before,” he said.
“We’re delighted to have Heineken 0.0’s support in bringing all 104 World Cup matches to Irish audiences, live and free-to-air. As a huge Irish and global brand, they are a natural partner for our broadcast coverage of this historic tournament.”
Fiona Curtin, Marketing Director at Heineken Ireland, said the partnership aligns with the brand’s focus on social occasions and shared experiences.
“Sport has a unique way of bringing people together; it sparks conversation, creates connection and turns everyday moments into something shared,” she said.
“Through this partnership, Heineken 0.0 is proud to play a role in those moments, helping fans across Ireland come together and enjoy a refreshing shared experience, wherever they’re watching.”
Ian McGrath, Chief Growth Officer at Dentsu, described the sponsorship as a strong fit for the brand.
“This sponsorship is high visibility, high attention, high interest, all built around one of this summer’s big social occasions,” he said.
The deal positions Heineken 0.0 at the centre of what is expected to be one of the most-watched sporting events globally, while providing RTÉ with a major commercial partner for its comprehensive coverage of the tournament.
Photo: Back: Áine Lucas, Business Director, Dentsu, Fiona Curtin, Marketing Director, Heineken, Dara Meaney, Head of Sales, RTÉ, Marie Crowe, Presenter, RTÉ, Gavin Deans, Commercial Director, RTÉ, Rachael Crawley, Senior Brand Manager, Heineken, Ian McGrath, Chief Growth Officer, Dentsu. Front: John Spain, Digital Partnerships Manager – Sport, RTÉ, Katharine Wolinska, Partnerships Manager, RTÉ
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