FIFA World Cup Trophy Tour by Coca-Cola to Launch in Saudi Arabia Ahead of 2026 Tournament.

Roger Hampel

Image: FIFA

FIFA and Coca-Cola will launch the next edition of the FIFA World Cup Trophy Tour by Coca-Cola on 3 January 2026, marking the start of a global activation programme ahead of the FIFA World Cup 2026 in Canada, Mexico and the United States.

The tour will begin in Riyadh, Saudi Arabia, underlining the country’s growing role as a strategic market for global football activations and international sports events.

A Global Activation Linked to the Expanded 2026 World Cup FIFA

The 2026 edition of the Trophy Tour will see the original FIFA World Cup Trophy travel across 30 FIFA Member Associations, covering 75 stops and more than 150 tour days. Fans in multiple regions will have access to in-person activations designed to build anticipation for what will be the largest FIFA World Cup in history, both in scale and geographic footprint.

The upcoming tournament will feature an expanded format across three host nations, increasing the commercial and marketing value of pre-tournament global campaigns.

Coca-Cola’s Exclusive Rights and Long-Term FIFA Partnership

Coca-Cola holds exclusive rights to the FIFA World Cup Trophy Tour as part of its long-standing partnership with FIFA. The 2026 tour marks 20 years since the activation was first introduced, positioning it as one of the most durable and recognisable fan engagement platforms in global sport.

Over five previous editions, the Trophy Tour has reached 182 markets and engaged more than four million fans worldwide, making it one of FIFA’s most extensive physical brand activations.

Saudi Arabia as a Strategic Launch Market

The decision to launch the 2026 tour in Riyadh reflects Saudi Arabia’s increasing importance within FIFA’s global event and engagement strategy. The country is both a future FIFA tournament host and a key market for large-scale sports, entertainment and cultural activations.

Starting the tour in Saudi Arabia aligns with FIFA’s broader efforts to grow football’s footprint in the Middle East while integrating football into the region’s wider entertainment ecosystem.

Fan Engagement Beyond Traditional Match Contexts

At each stop, the Trophy Tour will include immersive fan experiences, interactive football challenges and appearances by FIFA Legends. These activations are designed to reach audiences beyond traditional stadium settings, reinforcing FIFA’s shift toward experiential marketing and direct fan interaction.

The tour will also visit future FIFA World Cup and FIFA Women’s World Cup host countries, including Morocco, Portugal, Spain, Brazil and Saudi Arabia, extending its relevance beyond the 2026 men’s tournament.