Coca-Cola and FIFA launch sixth World Cup Trophy Tour ahead of 2026
Coca-Cola and FIFA have officially launched the sixth FIFA World Cup Trophy Tour by Coca-Cola, offering fans around the world a rare opportunity to see the original FIFA World Cup Trophy ahead of FIFA World Cup 2026. The tour marks the return of one of football’s most celebrated global fan experiences as anticipation builds for the largest World Cup in history.
Set to begin on Friday, Jan. 3, 2026, in Riyadh, Saudi Arabia, the tour will span more than 150 days. The iconic trophy will travel across 30 FIFA Member Associations, making 75 stops as it connects millions of fans to the spirit of the tournament.
FIFA World Cup 2026 will be staged across three host nations — Canada, Mexico and the United States — and will feature more teams, more matches and expanded celebrations. The Trophy Tour is designed to mirror that global scale, bringing the excitement of the competition directly to communities around the world.
A global celebration of football
As FIFA’s long-standing partner, Coca-Cola holds exclusive rights to the FIFA World Cup Trophy Tour by Coca-Cola. Over the years, the tour has become a key platform for fan engagement, blending football culture with interactive brand experiences and community celebrations.
The 2026 edition will visit all three 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. Fans at each destination will experience immersive activities, football challenges and appearances by FIFA Legends.
Since its launch two decades ago, the Trophy Tour has welcomed more than four million fans across over 182 markets. The upcoming journey also commemorates the 20th anniversary of the initiative, reinforcing its status as one of the most far-reaching fan programs in global sport.
Extending impact beyond the pitch
Beyond celebration, the FIFA World Cup Trophy Tour by Coca-Cola continues to serve as a platform for positive community impact. Coca-Cola will work alongside local teams and bottling partners to support sustainability initiatives at tour stops, including packaging collection and recycling efforts.
During FIFA World Cup 2026, Coca-Cola and its network of bottlers, manufacturers and retail partners will refresh fans across host nations. From globally recognized brands to local favorites, the company aims to be part of the shared moments that define the tournament experience.
As the original trophy begins its journey toward 2026, the tour underscores the enduring partnership between Coca-Cola and FIFA. Together, they continue to use football’s universal appeal to unite fans, celebrate diversity and build momentum toward the world’s biggest sporting event.
