Coca-Cola and FIFA have launched the sixth FIFA World Cup Trophy Tour by Coca-Cola, marking 20 years of the global initiative that brings football’s most iconic prize directly to fans, as anticipation builds for the FIFA World Cup 2026.
The tour, which begins on 3 January 2026 in Riyadh, Saudi Arabia, will see the original FIFA World Cup Trophy travel across 30 FIFA Member Associations, stopping at 75 locations over more than 150 tour days. Thousands of fans worldwide will have the opportunity to see the trophy up close ahead of what is expected to be the biggest FIFA World Cup in history.
FIFA World Cup 2026 will be hosted across three nations: Canada, Mexico and the United States, and will feature more teams, more matches, and an expanded programme of fan celebrations.
As a long-standing FIFA partner, Coca-Cola holds exclusive rights to the FIFA World Cup Trophy Tour. Since its launch in 2006, the tour has become one of the most recognisable global fan engagement platforms in sport, connecting millions of supporters to the tournament long before the first match is played.
“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, 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 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. At each destination, fans will be offered a range of engagement experiences, from interactive football challenges and immersive brand activations to exclusive content featuring FIFA Legends.
The 2026 edition 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, with the trophy visiting the vast majority of FIFA’s Member Associations.
“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.”
Beyond fan engagement, the tour will also serve as a platform for community and sustainability initiatives. Coca-Cola will work with local teams and bottling partners at each stop to support packaging collection, recycling programmes and other environmental efforts linked to its broader sustainability commitments.
With more than a century-long presence in global sport and culture, Coca-Cola says it aims to continue playing a role in shared moments of celebration as the world comes together for the FIFA World Cup, refreshing fans across markets throughout the build-up to the 2026 tournament.
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