Coca-Cola and FIFA launch global World Cup Trophy Tour

The Coca-Cola Company and FIFA have launched the sixth FIFA World Cup Trophy Tour by Coca-Cola, offering fans worldwide the opportunity to see the original FIFA World Cup Trophy ahead of the 2026 tournament.

The tour underlines Coca-Cola’s long-standing partnership with FIFA and sets the stage for a World Cup that will be staged across Canada, Mexico and the United States.

Beginning January 3, 2026, in Riyadh, Saudi Arabia, the original trophy will travel to 30 FIFA Member Associations across 75 stops and more than 150 tour days. The tour gives fans direct access to one of the most recognizable symbols in global sport as anticipation builds for the 2026 competition.

Global tour begins in Saudi Arabia

As FIFA’s exclusive partner for the Trophy Tour, Coca-Cola continues to oversee the initiative that connects fans with the tournament beyond matchdays. The itinerary spans multiple regions and reflects the expanded scale of the 2026 World Cup, which will feature more teams and matches than previous editions.

Mickael Vinet, vice president, global assets, influencers and partnerships, The Coca-Cola Company: "Football has an unmatched ability to bring people together, no matter where they’re from or what language they speak. 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."

Host nations and future hosts on the route
The tour will visit all three 2026 host countries as well as future FIFA World Cup and FIFA Women’s World Cup host nations, including Morocco, Portugal, Spain, Saudi Arabia and Brazil. Each stop is designed to engage local communities through fan activities, interactive football challenges and appearances linked to FIFA Legends.

These events aim to extend the reach of the World Cup beyond stadiums, allowing fans to take part in experiences tied directly to the tournament and its history.

Marking two decades of the Trophy Tour

The 2026 edition marks 20 years of the FIFA World Cup Trophy Tour by Coca-Cola. During that period, more than 4 million fans across over 182 markets have taken part in tour activities linked to the trophy.

Romy Gai, Chief Business Officer, FIFA: "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. 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 FIFA World Cup Trophy Tour by Coca-Cola, but we are also preparing for the biggest FIFA World Cup in history, with three host nations: Canada, Mexico and the United States."

Community engagement and sustainability focus

Beyond fan engagement, the Trophy Tour also serves as a platform for community initiatives. Coca-Cola will work with local teams and bottling partners to support sustainability efforts during the tour, including packaging collection and recycling programs linked to tour stops.

Through this combination of global reach, local activation and long-term partnership with FIFA, the Trophy Tour continues to play a central role in building momentum toward the 2026 World Cup.

www.coca-colacompany.com

www.fifa.com

Follow Marketing Report on LinkedIn