In partnership with FIFA, The Coca-Cola Co. is kicking off the FIFA World Cup Trophy Tour by Coca-Cola. The tour provides fans with the opportunity to see the original FIFA World Cup Trophy before the FIFA World Cup 2026. The next world cup is slated to be the biggest yet, with three host nations: Canada, Mexico and the United States, and more teams than previous years.

Coca-Cola is a long-standing partner of FIFA and has exclusive rights to the FIFA World Cup Trophy Tour by Coca-Cola. The tour begins on Jan. 3, 2026, in Riyadh, Saudi Arabia, and will span across 30 FIFA Member Associations across 75 stops and more than 150 tour days.

“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 of global assets, influencers and partnerships at The Coca-Cola Co., in a statement. “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 FIFA World Cup 2026 host countries and future host nations for the FIFA World Cup and FIFA Women’s World Cup, including Morocco, Portugal, Spain and Brazil. At each stop, local communities will have access to unique fan engagement opportunities, ranging from immersive brand experiences to exclusive content with FIFA Legends.

This tour marks 20 years of the FIFA World Cup Trophy Tour by Coca-Cola. Over this period, more than 4 million fans from more than 182 markets worldwide have participated, the brand says.

“The FIFA World Cup Trophy is recognized by 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, in a statement. “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 preparing for the biggest FIFA World Cup in history, with three host nations: Canada, Mexico and the United States.”

The tour also is a platform to promote positive impact in local communities, the company says. For this tour, The Coca-Cola Co. will work with local teams and bottling partners to support its sustainability initiatives, including packaging collection and recycling efforts.