FIFA World Cup Trophy Tour to kick off in Riyadh

The FIFA World Cup Trophy Tour by Coca-Cola will begin its global journey in Riyadh, Saudi Arabia, on 3 January 2026, marking the start of a worldwide programme designed to bring football’s most iconic prize closer to fans ahead of the FIFA World Cup 2026.

The 2026 edition of the tour will visit 30 FIFA member associations across 75 stops and more than 150 tour days. Organised by The Coca-Cola Company in partnership with FIFA, the tour coincides with the 20th anniversary of the FIFA World Cup Trophy Tour by Coca-Cola.

The tour comes as anticipation builds for the FIFA World Cup 2026, which will be the largest edition of the tournament to date. The competition will be hosted jointly by Canada, Mexico and the United States, featuring an expanded format with more teams and matches.

FIFA World Cup Trophy heads to 30 nations

As a long-standing FIFA partner, Coca-Cola holds the exclusive rights to the FIFA World Cup Trophy Tour by Coca-Cola. The global itinerary will include visits to all three 2026 host countries, as well as future hosts of the FIFA World Cup and FIFA Women’s World Cup, including Morocco, Portugal, Spain, Saudi Arabia and Brazil.

At each stop, local communities will be offered a range of fan engagement activities, including interactive football challenges, immersive brand experiences and access to exclusive content featuring FIFA Legends. Organisers said the tour is intended to celebrate football’s ability to unite fans across cultures and regions.

Mickael Vinet, Vice President of Global Assets, Influencers and Partnerships at The Coca-Cola Company, said: “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 towards the biggest FIFA World Cup in history, we’re celebrating the passion, pride, and unity that make football the world’s favourite sport.”

Romy Gai, FIFA’s Chief Business Officer, said the tour highlights the strength of the partnership between FIFA and Coca-Cola. He said: “The FIFA World Cup Original Trophy is recognised around the world as the greatest symbol in sports, and Coca-Cola is one of the world’s most recognised 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.”

He added that the 2026 tour would be particularly significant as it marks both the anniversary of the programme and preparations for the first World Cup hosted across three countries.

The tour will continue throughout 2026, offering fans around the world a rare opportunity to see the Original Trophy as excitement builds towards the opening of the FIFA World Cup in North America.