Don Julio Just Docked a 200-Foot Superyacht in Manhattan for the World Cup Final

As the FIFA World Cup kicks off this week, the countdown to the final is already on, and for this, the premium tequila brand Don Julio is stepping up the hospitality offerings with its “Port of Champions” experience. 

Floating on the Hudson River, the brand is transforming a 200′ superyacht into a hub featuring a week-long activation running from 13-19 July. Docked at Chelsea Piers, the yacht will form part of an immersive waterfront takeover designed to celebrate the final week of the football tournament, combining world-class hospitality, exclusive dining, and, naturally, lots of tequila. 

Photo from Don Julio

The Hudson’s New Address

Located alongside Pier 59, opposite the Chelsea Piers complex, the yacht will host invite-only events and curated experiences throughout the week. Guests can expect day-to-night programming ranging from live match screenings and World Cup-themed celebrations to late-night DJ parties, tequila tastings, and luxury dining experiences. 

An onboard speakeasy and dedicated tasting space will provide an exclusive setting for those looking to sample Don Julio’s tipples. Fittingly the yacht has been outfitted for the occasion, featuring a Sky Bridge installation inspired by the FIFA World Cup trophy, complete with gold detailing. 

Photo from Don Julio

Championship Hospitality & Debuts 

The food scene has been curated in partnership with some of the hospitality industry’s most recognized names. Luxury dining concepts will be headed up by TAO Group, Yes Chef, and Noble 33, delivering a selection of exclusive events. 

This combination of fine dining, premium spirits, and waterfront views is expected to attract an influential A-list guest list, including tastemakers, celebrities, and sports personalities. Adding to this activation, Don Julio will also debut a FIFA World Cup 2026 limited-edition expression of its iconic 1942 tequila. Designed as a nod to the FIFA trophy, with an impressive gold finish. 

From Monaco To Manhattan 

This is not Don Julio’s first encounter with the superyacht world. Earlier this month, the brand served as an official partner of the Monaco Grand Prix weekend, with Don Julio 1942 poured across some of the Riviera’s most exclusive hospitality settings, including aboard Alfa Nero. The move from Monaco’s race circuit to Manhattan’s waterfront reflects the brand’s growing strategy — positioning them at the heart of high-profile cultural and sporting stages. 

For the superyacht sector, this type of activation is the perfect reminder of its unique appeal in hospitality. No landside venue, however well-appointed, can replicate the exclusivity, spectacle, and setting that a docked superyacht provides in a city like New York. To round off the FIFA World Cup in its final week, the Hudson River is set to become the most talked-about address.