Coca-Cola Launches Global FIFA World Cup™ Trophy Tour Ahead of 2026 Tournament
The Coca-Cola Company and FIFA have officially announced the launch of the sixth edition of the FIFA World Cup™ Trophy Tour by Coca-Cola, a global celebration that will bring football’s most iconic symbol directly to fans around the world ahead of the historic FIFA World Cup 2026™. The tour, which has become one of the most anticipated build-ups to the tournament, will once again give supporters a rare opportunity to experience the original FIFA World Cup™ Trophy up close as excitement builds toward what is expected to be the largest and most ambitious World Cup in history.
FIFA World Cup 2026™ will set new benchmarks for the global game. For the first time, the tournament will be hosted across three nations—Canada, Mexico, and the United States—uniting North America through football. The 2026 edition will also expand the competition format, featuring more teams, more matches, and an unprecedented scale of fan engagement, reflecting football’s growing global reach and popularity. Against this backdrop, the FIFA World Cup™ Trophy Tour by Coca-Cola serves as a powerful symbol of anticipation, connection, and unity, bringing the spirit of the tournament to communities long before the opening whistle.
As a long-standing and exclusive FIFA partner, The Coca-Cola Company holds the rights to organize and deliver the FIFA World Cup™ Trophy Tour by Coca-Cola. The 2026 tour will officially begin on January 3, 2026, in Riyadh, Saudi Arabia, marking the start of an extensive global journey. Over the course of more than 150 tour days, the original trophy will travel across 30 FIFA Member Associations, making approximately 75 stops worldwide. Each stop represents a unique moment for fans, offering a once-in-a-lifetime opportunity to witness the most coveted prize in football history.
For decades, the FIFA World Cup™ Trophy has stood as the ultimate symbol of excellence, perseverance, and global competition. Crafted with rich history and unmatched prestige, the trophy embodies the dreams of millions of players and supporters across generations. Through this tour, Coca-Cola and FIFA aim to ensure that fans—regardless of geography—can feel personally connected to the tournament and the stories that define it.
“Football has an unmatched ability to bring people together, no matter where they’re from or what language they speak,” said Mickael Vinet, Vice President of Global Assets, Influencers and Partnerships at The Coca-Cola Company. “For two decades, the FIFA World Cup™ Trophy Tour by Coca-Cola has been a journey that connects fans to the magic of the game. As the trophy travels toward the biggest FIFA World Cup in history, we’re celebrating the passion, pride, and unity that make football the world’s favorite sport.”
The 2026 tour itinerary reflects both the global nature of the World Cup and FIFA’s commitment to inclusivity. In addition to visiting the three host countries—Canada, Mexico, and the United States—the tour will also stop in future host nations for both the FIFA World Cup™ and the FIFA Women’s World Cup™, including Morocco, Portugal, Spain, Saudi Arabia, and Brazil. These visits underscore FIFA’s long-term vision for the sport and its growing presence across continents.
At each destination, fans will be invited to participate in immersive and interactive experiences designed to celebrate football culture and local communities. These engagements will include interactive football challenges, branded fan zones, immersive digital experiences, and exclusive content featuring FIFA Legends. By blending global storytelling with local flavor, the tour aims to create memorable moments that resonate deeply with fans of all ages.
The upcoming tour also marks a major milestone: 20 years of the FIFA World Cup™ Trophy Tour by Coca-Cola. Since its inception, the tour has evolved into one of the most successful fan engagement platforms in global sports. Over the past two decades, more than 4 million fans across more than 182 markets have taken part, making it one of the most far-reaching activations in FIFA World Cup history.
“The FIFA World Cup Trophy is recognized around the world as the greatest symbol in sport, and Coca-Cola is one of the world’s most recognized brands,” said Romy Gai, FIFA’s Chief Business Officer. “For two decades, our partnership with Coca-Cola has united fans and brought them the magic of the FIFA World Cup through the FIFA World Cup™ Trophy Tour by Coca-Cola. Over five editions, the iconic trophy has visited 182 of our 211 Member Associations, and this tour will be particularly special—not only are we marking the 20th anniversary of the tour, but we are also preparing for the biggest FIFA World Cup in history, with three host nations: Canada, Mexico, and the United States.”
Coca-Cola’s association with football extends far beyond sponsorship. For more than a century, the company has positioned itself as a symbol of optimism, refreshment, and shared moments of joy. From grassroots initiatives to the world’s biggest sporting stages, Coca-Cola has consistently played a role in bringing people together through sport and celebration.
As fans around the globe prepare for FIFA World Cup 2026™, Coca-Cola’s extensive global network—including local bottlers, manufacturers, distributors, and retail partners—will play a vital role in refreshing supporters throughout the tournament. The company’s beverage portfolio, which includes globally recognized brands such as Coca-Cola and Powerade alongside cherished local favorites, is designed to meet diverse tastes and preferences across markets.
Beyond celebration and entertainment, the FIFA World Cup™ Trophy Tour by Coca-Cola also serves as a platform for positive community impact. During the tour, The Coca-Cola Company will collaborate closely with local teams and bottling partners to advance sustainability initiatives, with a particular focus on packaging collection and recycling efforts. These initiatives align with the company’s broader environmental goals and reflect a shared commitment with FIFA to leave a positive legacy in host and visiting communities.
By combining sport, sustainability, and storytelling, the FIFA World Cup™ Trophy Tour by Coca-Cola reinforces the idea that football is more than just a game—it is a universal language that inspires connection, pride, and hope. As the trophy begins its global journey toward 2026, it carries with it the dreams of fans worldwide and the promise of a World Cup that will redefine scale, inclusion, and celebration on the global stage.
With the countdown officially underway, the FIFA World Cup™ Trophy Tour by Coca-Cola stands as a powerful reminder of what makes the tournament special: shared passion, unforgettable moments, and the unifying power of football.
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