Diageo-owned spirits brand Don Julio 1942 is launching a week-long luxury waterfront activation.

Promoting its role as an official FIFA World Cup supporter, the brand is docking a 200-plus-foot megayacht at Chelsea Piers for “Port of Champions.” From July 13 through 19, guests will gain access to exclusive match-day parties, DJ-led nights, dining, podcast and content studios and an on-board speakeasy hosting tequila tastings.

“The impact of the FIFA World Cup extends far beyond the matches themselves — shaping culture, celebration and communities around the world,” said Julian Garcia, vice president of Tequila Don Julio at Diageo North America, in a statement. 

“With the tournament culminating in New York and New Jersey, we saw a unique opportunity to create an experience that matched the prestige and attention surrounding the week leading into the Final match,” Mr. Garcia said. “Port of Champions is the brand's most ambitious expression of luxury hospitality, and the scale of this experience reflects how we continue to evolve with culture and our community, while staying true to the role Tequila Don Julio 1942 has long played at the center of celebration.”

Don Julio 1942 megayacht takes Manhattan

Events will take place beyond the ship: Don Julio 1942 is taking over the entire Pier 59 space at Chelsea Piers.

“Port of Champions” marks the first branded buyout of the venue’s driving range.

Events will take place beyond the ship, as Don Julio 1942 transforms the entire Pier 59 space at Chelsea Piers. Image courtesy of Don Julio 1942

The activation is timed to the World Cup championship match, occurring right outside of New York City at MetLife Stadium.

A limited-edition Tequila Don Julio 1942 FIFA World Cup 2026 bottle is already on shelves nationwide for the tournament, available while supplies last (see story).