FIFA World Cup™ Trophy Tour by Coca-Cola Kicks Off Global Journey to 2026 Tournament
The Coca-Cola Company and FIFA have launched the sixth edition of the FIFA World Cup™ Trophy Tour by Coca-Cola, bringing football’s most iconic prize to fans around the world ahead of the FIFA World Cup 2026™. Set to be the largest tournament in history, FIFA World Cup 2026 will span three host nations—Canada, Mexico and the United States—and feature more teams, more matches and more global celebrations than ever before.
As a long-standing FIFA partner, Coca-Cola holds exclusive rights to the FIFA World Cup Trophy Tour by Coca-Cola. The tour begins on January 3, 2026, in Riyadh, Saudi Arabia, and will see the original FIFA World Cup™ Trophy travel to 30 FIFA Member Associations across 75 stops over more than 150 days. The global journey offers thousands of fans a rare opportunity to experience football’s most coveted symbol up close.
“Football has a unique power to unite people across cultures and borders,” said Mickael Vinet, Vice President, Global Assets, Influencers and Partnerships at The Coca-Cola Company. “For the past two decades, the FIFA World Cup Trophy Tour by Coca-Cola has connected fans to the spirit of the game. As we build momentum toward the biggest FIFA World Cup ever, this tour celebrates the passion, pride and unity that define the world’s favourite sport.”
The Trophy Tour will visit all three host countries of FIFA World Cup 2026, as well as future host nations for the FIFA World Cup and FIFA Women’s World Cup™, including Morocco, Portugal, Spain, Saudi Arabia and Brazil. At each destination, fans will enjoy immersive experiences such as interactive football challenges, branded activations and exclusive moments with FIFA Legends.
This year’s tour marks the 20th anniversary of the FIFA World Cup Trophy Tour by Coca-Cola. Over the past two decades, more than four million fans across 182 markets have taken part in the experience.
“The FIFA World Cup Trophy is one of the most recognisable symbols in global sport, just as Coca-Cola is one of the world’s most iconic brands,” said Romy Gai, FIFA’s Chief Business Officer. “For 20 years, our partnership has brought the magic of the FIFA World Cup closer to fans through the Trophy Tour. As we celebrate this milestone, we also look ahead to the biggest FIFA World Cup in history, hosted by three nations.”
For more than 100 years, Coca-Cola has been a symbol of optimism and shared moments of joy. As the world prepares for FIFA World Cup 2026, Coca-Cola—together with its network of local bottlers, manufacturers, distributors and retail partners—will continue to refresh fans throughout the tournament. From beloved local beverages to global favourites like Coca-Cola and Powerade, the company remains committed to being part of moments that unite people worldwide.
Beyond celebration, the FIFA World Cup Trophy Tour by Coca-Cola also supports positive community impact. In collaboration with local teams and bottling partners, Coca-Cola will promote sustainability initiatives along the tour route, including packaging collection and recycling efforts.
