The Coca‑Cola Company and FIFA have announced the launch of the sixth FIFA World Cup Trophy Tour by Coca‑Cola, which will allow fans worldwide to see the original FIFA World Cup Trophy ahead of the 2026 tournament. The upcoming FIFA World Cup 2026 is expected to be the largest in history, taking place across Canada, Mexico, and the United States with more teams and matches than previous editions.
Coca‑Cola, a long-term partner of FIFA, holds exclusive rights to organize the trophy tour. The journey will begin on January 3, 2026, in Riyadh, Saudi Arabia. Over 150 days, the trophy will travel to 30 FIFA Member Associations across 75 stops. This initiative aims to provide fans around the world with an opportunity to experience football’s most recognized prize up close.
“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, 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 tour will include visits to all three host countries for 2026 as well as future hosts such as Morocco, Portugal, Spain, Saudi Arabia and Brazil. At each stop along its route, local communities will have access to various fan engagement activities including immersive brand experiences and interactive football challenges.
This year marks two decades since Coca‑Cola began sponsoring this event. In that time, over four million fans from more than 182 markets have participated in related activities.
“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 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.”
Coca‑Cola emphasized its role as a longstanding presence at major events like these. During this period leading up to and during the tournament itself, it plans to serve a range of beverages—including local favorites alongside established products such as Coca‑Cola and Powerade—to support moments that bring fans together globally.
