By Ayomide Otitoju
The Coca-Cola Company and FIFA have announced the sixth FIFA World Cup™ Trophy Tour by Coca-Cola, offering fans worldwide the chance to see the original FIFA World Cup™ Trophy ahead of the 2026 tournament. FIFA World Cup 2026, set to take place across Canada, Mexico, and the United States, will feature more teams, more matches, and bigger celebrations than ever before.
As a long-standing FIFA partner, Coca-Cola holds exclusive rights to the Trophy Tour, which begins on January 3, 2026, in Riyadh, Saudi Arabia. The tour will visit 30 FIFA Member Associations, spanning 75 stops and over 150 days, giving football enthusiasts a once-in-a-lifetime opportunity to experience the sport’s most iconic prize.
“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 Coca-Cola. “For two decades, the FIFA World Cup Trophy Tour by Coca-Cola has connected 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 tour will visit all three 2026 host nations, as well as future FIFA World Cup and FIFA Women’s World Cup™ hosts, including Morocco, Portugal, Spain, Saudi Arabia, and Brazil. Fans at each stop can participate in interactive football challenges, immersive brand experiences, and exclusive engagements with FIFA Legends.
Marking 20 years of the Trophy Tour, over four million fans in more than 182 markets have participated since its inception. Romy Gai, FIFA Chief Business Officer, highlighted the enduring partnership: “The FIFA World Cup Trophy is the greatest symbol in sport, and Coca-Cola is one of the world’s most recognized brands. For two decades, the Trophy Tour by Coca-Cola has united fans worldwide. This edition is particularly special, celebrating the 20th anniversary of the tour and preparing for the largest FIFA World Cup in history.”
Beyond fan experiences, the tour also promotes sustainability and community impact. Coca-Cola will collaborate with local teams and bottling partners on initiatives including packaging collection and recycling efforts, reinforcing its commitment to positive social and environmental impact.
With over a century of engagement in global events, Coca-Cola will continue to refresh fans during the FIFA World Cup, providing both local favorites and iconic beverages like Coca-Cola and Powerade, while celebrating the unifying power of football.
