Coca-Cola Rolls Out World Cup Trophy Tour Ahead of 2026 Tournament
Coca-Cola has announced its World Cup Trophy Tour ahead of the 2026 FIFA tournament. The tour will give fans across the world a chance to see the original World Cup Trophy over the course of 150 days, visiting 75 stops in 30 countries.
The tour kicks off on January 3 in Riyadh, Saudi Arabia, and will include visits to all three hosts for the 2026 World Cup: the United States, Canada, and Mexico. Other countries on the tour's itinerary include future FIFA World Cup and Women's World Cup host nations, including Brazil, Morocco, Portugal, and Spain.
The tour is part of Coca-Cola's sponsorship agreement with FIFA and marks its sixth World Cup Trophy Tour overall. According to the company, over 4 million fans have seen the trophy on previous tours.
Coca-Cola has stated that the tour will also include experiential brand activations, interactive football challenges, and exclusive content featuring FIFA legends. The company is inviting fans to follow the trophy's journey via content on Instagram.