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THE FIFA WORLD CUP™ TROPHY TOUR PRESENTED BY COCA-COLA®

Terms and conditions.

STANDARD DATA AND TEXT MESSAGING RATES MAY APPLY

Eligibility: The FIFA World Cup Trophy Tour presented by Coca‑Cola (The “ Offer ”) is open to legal U.S. and Canadian residents residing in California, Nevada, New York, New Jersey, Pennsylvania, Texas, New Mexico, Oklahoma, Arkansas, Louisiana, and Ontario who are 13 years of age or older as of date of registration. Minors must have parental or legal guardian permission to register. Void outside California, Nevada, New York, New Jersey, Pennsylvania, Texas, New Mexico, Oklahoma, Arkansas, Louisiana, and Ontario and where restricted by law. Employees of The Coca‑Cola Company (the “ Sponsor "), Coca‑Cola bottlers, Fédération Internationale de Football Association, IfThen Digital LLC (“ Administrator ”) and their respective directors, shareholders, owners, subsidiaries, parent, divisions, promotional partners, agencies, affiliates, advertising and promotion agencies (collectively, the “ Released Offer Parties ”) as well as the immediate family (spouse, parents, siblings and children) and household members of each such employee, are not eligible to participate. This Offer is subject to all applicable federal, state, local, provincial and municipal laws and regulations. Participation constitutes participant’s (and their parent/legal guardian if a minor in their state/province or territory of residence) full and unconditional agreement to these Terms and Conditions (the “ Official Terms and Conditions ”).

Offer Period:  The Offer begins at 1:00 pm Eastern Time (“ ET ”) on September 15, 2022 and ends at 11:59 pm ET on November 9, 2022 or when all tickets have been claimed, whichever occurs first (“ Offer Period ”). 

The Offer: If you are a minor, your parent or legal guardian must consent to you registering for this Offer. During the Offer Period, U.S. participants must purchase a specially marked participating Coca‑Cola 20 oz. beverage (plus tax, CRV and deposit, as applicable) and visit  https://us.coca‑cola.com/trophytour  and enter their zip code of residence. Once U.S. participants provide their zip code of residence, they must follow the instructions to sign in or create an account if they do not have one to reserve their tickets. Once U.S. participants are logged in, they must enter an alphanumeric Pin code located under the cap of a Coca‑Cola 20 oz. beverage to register for the Offer (“ Claim ”). Once an alphanumeric Pin code is entered, U.S. participants must follow instructions to choose up to two (2) tickets (each, a “ Reward ”) time/location for an event located near their zip code of residence as specified in in the chart below and then complete a registration form. Canadian participants must visit  https://us.coca‑cola.com/trophytour  and enter their postal code of residence to register for the Offer. Once Canadian participants provide their postal code, they must follow instructions to register and choose a Reward time/location for the event located near their postal code of residence, as specified in in the chart below and then complete a registration form. Event times/locations are subject to availability. There is a limit of four (4) Rewards per person/email address. The total number of Rewards per Event are outlined below. The Events are being held on the dates and locations as specified in the following chart (each, an “ Event ”): 

Reward:  Two (2) tickets for registrant only (or their parent/legal guardian if the registrant is a minor in their state/province or territory of residence) to have the opportunity to see the FIFA trophy at the Event specified. No transfer, cash or other substitution of a Reward except Sponsor may substitute Reward for one of comparable perceived value for any reason in the event of unavailability. There is no retail value associated with the Reward. Event Terms are included below.

General Terms:  By participating in this Offer, participants (or their parent/legal guardian if the participant is a minor in their state/province or territory of residence) agree: [a] to abide by and be bound by these Official Terms and Conditions and decisions of Sponsor which shall be final in all respects relating to the Offer, including without limitation the interpretation of the Official Terms and Conditions; [b] to release, discharge and hold harmless the Released Offer Parties from any and all injuries, liability, losses, damages, rights, claims and actions of any kind including liability for personal injury or death resulting from their participation in the Offer or their acceptance, use or misuse of a Reward; and [c] if a Reward recipient, to the use of his/her name, voice, image and/or likenesses for advertising, publicity and promotional purposes by Sponsor and Sponsor's subsidiaries and affiliates without further compensation (unless prohibited by law) and to execute specific consent to such use if asked to do so (or have parent or legal guardian do so for any minor participant). Participant (or their parent/legal guardian if the participant is a minor in their state/province or territory of residence) further agrees that in any cause of action, the Released Offer Parties’ liability will be limited to the cost of participating in the Offer and in no event shall the Released Offer Parties be liable for attorney’s fees. Participant (or their parent/legal guardian if the participant is a minor in their state/province or territory of residence) waives the right to claim any damages whatsoever, including, but not limited to, punitive, consequential, direct, or indirect damages. The Released Offer Parties are not responsible and shall not be liable for [a] electronic transmission errors resulting in omission, interruption, deletion, defect, delay in operations or transmission, theft or destruction; [b] technical, network, telephone equipment, electronic, computer, hardware or software malfunctions; and [c] limitations of any kind, or inaccurate transmissions of or failure to receive information by Sponsor on account of technical problems or traffic congestion on the Internet or at any web site or any combination thereof. Sponsor and/or Released Offer Parties are not responsible for incomplete, not received, misdirected or late Claims or any condition caused by events beyond the control of the Sponsor that may cause the Offer to be disrupted or corrupted. If, for any reason whatsoever, this Offer, in Sponsor's sole opinion, is not capable of running as planned, including, but not limited to, by reason of equipment tampering, fraud, or any other cause which, in the Sponsor's sole judgment, corrupts or affects the security, fairness, integrity or proper conduct of this Offer, Sponsor reserves the right at its sole discretion to cancel, terminate, modify or suspend this Offer and only those Claims received prior to cancellation will be redeemed if the Events are still being held. In the event of termination, a notice will be posted at  https://us.coca‑cola.com/trophytour .

Sponsor may prohibit a participant from participating in the Offer or receiving a Reward if, in its sole discretion, it determines that said participant is attempting to undermine the legitimate operation of the Offer by cheating, deception, or other unfair playing practices or intending to annoy, abuse, threaten or harass any other participants, Sponsor, or Released Offer Parties. CAUTION: ANY ATTEMPT BY AN PARTICIPANT TO DELIBERATELY DAMAGE OR UNDERMINE THE LEGITIMATE OPERATION OF THE OFFER MAY BE IN VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE, SPONSOR RESERVES THE RIGHT TO SEEK REMEDIES AND DAMAGES (INCLUDING ATTORNEY'S FEES) FROM ANY SUCH PARTICIPANT TOTHE FULLEST EXTENT OF THE LAW, INCLUDING CRIMINAL PROSECUTION.

Disputes:  Participant (or their parent/legal guardian if the participant is a minor in their state/province or territory of residence) agrees that: (a) he/she releases and will defend, indemnify and hold harmless the Released Offer Parties from and all any and all claims; (b) claims arising out of or connected with this Offer, or any Reward awarded shall be resolved individually, without resort to any form of class action, and solely and exclusively in a court located in Atlanta, GA in the U.S. or Ontario, Canada; (c) Participant submits to sole and exclusive personal jurisdiction to said courts in the Atlanta, GA in the U.S. or Ontario, Canada for any such dispute and irrevocably waives any and all rights to object to such jurisdiction; (d) any and all claims, judgments, and awards shall be limited to actual damages of no more than USD$100, including costs associated with participating in this Offer, but in no event attorneys' fees; and (e) under no circumstances will participant be permitted to obtain awards for and participant hereby waives all rights to claim punitive, incidental and consequential damages and any other damages, other than for actual out-of-pocket expenses, and any and all rights to have damages multiplied or otherwise increased. SOME JURISDICTIONS DO NOT ALLOW THE LIMITATION OR EXCLUSION OF LIABILITY FOR INCIDENTAL OR CONSEQUENTIAL DAMAGES, SO THE ABOVE MAY NOT APPLY TO YOU. All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Terms and Conditions, or the rights and obligations of participant or the Released Offer Parties in connection with this Offer shall be governed by, and construed in accordance with, the laws of the State of Georgia in U.S. or Ontario, Canada, without giving effect to any choice of law or conflict of law rules of provisions (whether of the State of Georgia in the U.S., Ontario, Canada, or any other jurisdiction), which would cause the application of the laws of any jurisdiction other than the State of Georgia in the U.S. or Ontario, Canada. 

Claimant Notification:  Once your Claim is submitted, you will receive an email containing the Reward. Return of any Reward as undeliverable will result in forfeiture of Reward. Rewards must be scanned at entry of Events. 

General Terms:  By participating in the Offer, participants (or their parent/legal guardian if the participant is a minor in their state/province or territory of residence) agree to be bound by these Official Terms and Conditions and the decisions of the Sponsor. In the event there is a discrepancy or inconsistency between disclosures or other statements contained in any Offer, the Official Terms and Conditions shall prevail, govern and control. Invalid, multiple requests, or requests from clubs or organizations will not be returned or honored. Sponsor is not responsible for inaccurate, delayed, garbled, or misdirected Claims, or problems of any kind, whether mechanical, human or electronic.

Sponsor/Administrator:  Sponsor of the Offer is The Coca‑Cola Company, One Coca‑Cola Plaza, Atlanta, GA 30313 USA. Administrator of the Offer is IfThen Digital LLC, 150 Interstate North Parkway SE, Atlanta, GA 30339 USA. 

Claimant’s Personal Information:  Information submitted by you will be collected by Administrator’s systems based in the United States and information collected from all participants is subject to Sponsor’s Privacy Policy. To view Sponsor’s Privacy Policy, visit  https://us.coca‑cola.com/privacy-policy .  

On its way to Qatar, FIFA World Cup trophy makes a stop in N.J.

• Updated: Nov. 08, 2022, 5:01 p.m. |
• Published: Nov. 08, 2022, 5:00 p.m.

• Allison Pries | NJ Advance Media for NJ.com

The coveted FIFA World Cup trophy that soccer teams from 32 countries will vie for later this month made a stop in New Jersey on its way to the games in Qatar.

The 18k gold statue of a globe with two human figures holding it up was on display Tuesday at American Dream, the entertainment, dining and shopping center in the Meadowlands.

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FIFA World Cup trophy makes stop in New Jersey on worldwide tour

by: Andrew Ramos

Posted: Nov 8, 2022 / 06:30 PM EST

Updated: Nov 8, 2022 / 06:30 PM EST

EAST RUTHERFORD, N.J. (PIX11) – The 2022 FIFA World Cup kicks off later this month in Qatar, and soccer fans were joining in on the excitement in New Jersey.

Die-hard fans and aspiring soccer stars all converged on American Dream in East Rutherford to gaze in wonder. The gold FIFA World Cup trophy was on display at the mega mall, all part of a worldwide tour giving fans a rare up-close and personal experience.

“Compared to the Stanley Cup or Vince Lombardi Trophy or any other big type of trophy, this one is a big-time trophy,” said Irving Alvarado of West New York.

Gov. Phil Murphy, along with Sen. Bob Menendez and former Brazilian soccer superstar Kaká, were all on hand Tuesday and part of a coalition that’s building up anticipation for the tournament this month as well as when the World Cup comes to the New York/New Jersey area in 2026.

“New Jersey and MetLife Stadium will host a whole bunch of games in 2026 World Cup and we cannot wait,” Murphy said.

“In 2002 I won this trophy with Brazil, and because of that I am one of the people who can hold the trophy because FIFA has a lot of protocols with that and I am very privileged,” Kaká said.

Local youth soccer leagues also had the opportunity to pose with the 13.5-pound trophy made of 18-karat gold and malachite. They later took to the field at American Dream where their skills were put to the test.

Tuesday’s visit marks the final leg of the trophy’s tour, which is the first time it has visited all 32 qualifying nations in a lead up to the World Cup.

Despite it being four years away, the expectations for the World Cup when it arrives to the New York/New Jersey area are already high.

“It’s going to be a great economic driver when it comes to this World Cup. Everyone is going to come from around the world. It’s going to be an exciting four more years. Let’s get through this World Cup cycle first,” Alvarado said.

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World Cup fever — and the World Cup trophy itself — take New Jersey by storm

4 minute read.

The smile on Luke Flores’ face was about as big as it gets for an 11-year-old.

Dressed in traditional Adidas track pants and a Coca Cola-sponsored orange T-shirt, with a mini soccer ball and sharpie in hand, the Clifton soccer player was waiting in line to do something few people may ever have the chance to do: standing within arm's reach of the FIFA World Cup trophy, soccer’s most coveted prize, in the presence of some of the game’s biggest stars in the middle of Bergen County.

“I was so psyched. It’s been a wild experience,” said the youngster earlier this month at a World Cup trophy tour event at American Dream, surrounded by his teammates and father, who is an assistant coach at Clifton High School. “I’m very thankful that we’re here.”

That moment is one Flores said he’d never forget. It also marked the start of World Cup fever — not only in New Jersey, but across the world, with the 2022 men’s tournament now fully underway in Qatar.

In the two days since the tournament began, there has already been controversy and major blowouts. In what feels like a personal blow to North Jerseyans, the United States on Monday tied with Wales after the legendary Gareth Bale scored a late penalty kick against the U.S. goalkeeper, Park Ridge native Matt Turner. There will continue to be community watch parties, crowded local bars and countless storylines by the time the World Cup ends on Dec. 18.

The men’s World Cup is by far the biggest global sporting event in the world. This year’s tournament features 32 teams, including — for the first time in eight years — the United States national team. Coached by Bergen County’s Gregg Berhalter, the team is one of the youngest in the World Cup.

In New Jersey, the hype for the beautiful game has been bubbling for weeks, with the kind of FIFA event that in years past may have only been hosted in nearby New York City.

The FIFA World Cup trophy tour kicked off the buzz after it made one of its final stops — before heading to Toronto, then Qatar — at American Dream in East Rutherford two weeks ago. The event featured some of the game’s most-recognizable players, including 40-year-old Brazilian star Kaká and New Jersey’s very own national team legends Tim Howard and Carli Lloyd.

More: Bergen native leads US men's soccer team at the World Cup in Qatar

More: Matt Turner didn't watch soccer until high school. Now he's in World Cup for USA

The event, akin to a World Cup fan fest, may have served as a test run for local leaders as they look ahead to the 2026 tournament that will feature a number of matches at nearby MetLife Stadium.

There was a live taping of a “Men in Blazers” podcast, featuring interviews with Howard and Lloyd. The mall’s ice rink was transformed into a turf oasis, filled with soccer-related games and a section for fans to challenge each other in a FIFA Football video game. The biggest draw, though, was a chance for fans to snap a selfie or photo with the World Cup trophy.

“As a former professional soccer player, to be here this morning and present this trophy for you guys in a place that’s called American Dream — it's really nice because I dreamed about this trophy,” Kaká said in remarks to the crowd that day. “This trophy brought me a lot of energy, determination, perseverance, discipline, because one day I wanted to be very close to this trophy and today I have this opportunity to be here again.”

Story continues below photo gallery

He then directed his comments to the roughly 100 soccer players in the room from Clifton who were invited by organizers for exclusive access to the event. They were decked out in soccer gear representing their local clubs, some as young as Flores and others already in high school with dreams of lifting the trophy themselves.

“I can see a lot of young faces,” he said. “I hope you guys can dream about that as well. Not to be a professional soccer player but dreaming for something.”

It's no surprise that excitement is growing stronger in New Jersey as the tournament continues.

New Jersey is a hotbed for soccer, and several members of the U.S. men’s national team have direct ties to the Garden State. The team is as diverse as it is young — a fitting tribute to the global nature of the sport. Clifton is a perfect example, say some of the town’s youngest stars.

“Everyone takes soccer so seriously, it’s amazing,” said 13-year-old Robert Niessen at the trophy tour event. “In Clifton, if you play soccer, you’re part of a big Clifton soccer family.”

The Passaic County hub is known for producing talented players, including Major League Soccer’s Matt Miazga; Danny Szetela, who plays in the USL League Two; Guiseppe Rossi, who has represented the Italian national team on the world stage; and many others. This funnel is also decades-old, with alumni often coming back to coach the teams they once played for.

Stan Lembryk, head coach of the Clifton High School boys’ soccer team and a Clifton native, played professionally from 1991 to 2000. The former MetroStars star also played for teams in the American Professional League and USISL. The accomplished player-turned-coach’s former teammates include Howard, who hails from North Brunswick.

“We are a community that loves soccer,” Lembryk said of Clifton and his team. “Traditionally, we've been one of the best teams in the state for years and years, but we produce so many players from so many different backgrounds. So, we're a melting pot of kids.”

That’s largely why those kids won’t all be rooting only for Team USA. They’ll be rooting for Argentina, Germany, Spain or Brazil — whichever of the 32 nations in the tournament they feel most drawn to.

They’ll also be looking ahead to 2026, when the men's tournament will return to the United States for the first time since 1994.

FIFA World Cup Trophy Tour Arrives in Los Angeles Ahead of 2026 Tournament

The trophy will go through three more cities in the u.s. and canada in the coming days, by sanjesh singh • published november 5, 2022 • updated on november 5, 2022 at 5:35 pm.

LOS ANGELES – The most prestigious and iconic trophy in sports made its way to Los Angeles on Saturday.

With the 2022 FIFA World Cup set to kick off in Qatar on Nov. 20, the World Cup Trophy Tour by Coca Cola is taking the hardware across the world – the same one awarded to the World Cup-winning nation – to allow fans to experience and see the gold up close and personal.

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Currently, the trophy is making its way through four cities in the United States and Canada, with Los Angeles getting first dibs at L.A. Live right next to Crypto.com Arena, home of the Los Angeles Lakers , Clippers and Kings .

In order to get access to the event, fans had to purchase a 20 oz. Coke bottle with the 2022 FIFA World Cup labeling, scan the code on the package and submit the code underneath the cap that revealed your ticket.

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Once inside, fans received a lanyard with seven events to partake in and stamp in order to receive a prize. The first had fans lined up to take a professional photo with the World Cup trophy sealed inside a glass case. The photo would then go straight to your phone with the FIFA World Cup Trophy Tour logo on the bottom left and the hashtag #BelievingisMagic on the bottom right.

Never ever imagined I'd be this close to the FIFA World Cup trophy It was an absolute pleasure @CocaCola pic.twitter.com/b9yQnQM13Q — Sanjesh Singh (@TheSanjeshSingh) November 6, 2022

Prior to opening the trophy room for all fans, Brazilian icon Kaká helped unveil the trophy, with former USMNT midfielder Jermaine Jones also making an appearance as the event rolled on.

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From there, fans could line up at any of the remaining five events: an Angel’s photo wall embodying the NWSL team Angel City FC, a pop-up trivia booth, an ink studio to get some temporary tattoos, a sand bottle station and a drill station. The other event that didn’t have a waiting line involved posting your photo with the trophy on social media with the hashtag. 

The drill station was definitely intriguing. There were seven LAFC academy players leading three different dribbling and footwork drills such as cone dribbling, ladders and one-touch control, among others. After completing one or all three, there was an option to play a short 1-on-1 or 2-on-2 game against the academy players.

Next up in the U.S., the trophy will head to Dallas at the Lighthouse Airspace from Nov. 6-7. Then it will head to East Rutherford, N.J. at the American Dream on Nov. 8 before concluding its run in Toronto on Nov. 9.

FIFA’s goal is to take the trophy to each of its 211 member associations by 2030, with the 2026 World Cup being co-hosted by the U.S., Canada and Mexico. The trophy also visited all 32 nations in the 2022 World Cup for the first time ever. 

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Sneak Peak: How Coca‑Cola Will Show Football Fans That ‘Believing is Magic’ With FIFA World Cup 2022™ Campaign

As anticipation builds for the November kickoff of the FIFA World Cup 2022™ in Qatar, Coca‑Cola is celebrating the passionate journey of football fans through the “Believing is Magic” global campaign.

The brand today kicked off the integrated, digital-driven campaign, which will unfold over the coming months, by unveiling a suite of digital films capturing the full extent of fans’ devotion for their beloved teams. The spots show the outlandish promises many fans would make if their team could win the FIFA World Cup™—from getting a tattoo, to shaving their head, to running to work every day—while inviting viewers to share their own promises for possible inclusion in Coca‑Cola packaging, digital content or outdoor creative. 

The “Believing is Magic” campaign also will include: 

• The FIFA World Cup™ Trophy Tour by Coca‑Cola, which is bringing the solid-gold Original FIFA World Cup™ Trophy to 51 countries and territories. 
• A unique digital hub where fans around the world can compete and predict winners of FIFA World Cup™ matches, connect to social platforms and share emotions, excitement and memories.
• An exclusive partnership with Panini, the official licensed sticker album of the FIFA World Cup 2022™, on 14 exclusive player stickers fans can collect and trade physically and digitally. On the stickers found under Coca‑Cola labels, each footballer shares his unique “Believing is Magic” moment—from pre-match rituals to traditions, to inspirational stories—while inspiring and incentivizing football fans to share their own stories. Coca‑Cola is working with retail partners to create in-person opportunities for fans to come together, trade stickers and create digital albums.

We spoke to Brad Ross, VP of Global Sports & Entertainment Marketing for The Coca‑Cola Company, for more details on what fans can expect from the “Believing is Magic” campaign?

What most excites your team about the upcoming FIFA World Cup 2022™?

These last few years have been challenging for major sports events. The Tokyo Olympic Games were postponed due to COVID-19, and the FIFA World Cup™ was pushed to November to ensure mild temperatures for teams and fans. Giving a region its first opportunity to host a FIFA World Cup™ is incredibly exciting. I was in South Africa when the first-ever FIFA World Cup™ was held on the African continent. We’re excited about the opportunity to democratize the sport and take it to all corners of the globe. We also see it as the world’s coming out party after years of lockdown. Ticket applications quadrupled previous FIFA World Cups. The world is clearly excited to celebrate a sense of normalcy again, and this is a big milestone. 

How is Coca‑Cola approaching its marketing campaign?

Coca‑Cola has partnered with FIFA since 1974, so our credibility in the football world—and our longstanding support of the game’s growth—is unmatched. We’ll simultaneously build on our longstanding legacy and innovate. This year’s campaign includes several firsts for us, including the FIFA World Cup™ Trophy Tour’s first-ever visit to all 32 qualifying countries, to our first effort to build a digital community of football followers and inviting them to make their own “Believing is Magic” promises—and integrate them into our content—and to predict winners and scores throughout the tournament. We’re leaning into digital, and engaging influencers to create on behalf of our brands, more than ever. This is such an incredible opportunity to bring to life our brand values in an authentic way on a global stage, and I couldn’t be prouder of our team for building this program over the last three years.

How does ‘Believing is Magic’ support the Coca‑Cola ‘Real Magic’ brand platform?

“Believing is Magic” is the manifestation of “Real Magic” through the lens of football and the FIFA World Cup™. The beauty of this idea is that no matter if you think your team will win or lose, there’s an inherent and powerful belief. We’ve seen, time and time again, the power of believing David can beat Goliath. Who would’ve thought Croatia could reach the finals in 2018? As a fan, we have to always believe anything is possible. Even if, on paper, a team shouldn’t make it through the group stage, we can believe. That’s where the magical dichotomy of Coca‑Cola—one of world’s oldest and most storied brands but one that’s equally young at heart—comes to life. When you consider the brand’s deep ties to football and authentic connection to the sport’s most passionate fans, this is one of most compelling platforms we’ve had in a long time.

Music is once again a major component of Coke’s FIFA World Cup™ Campaign. What’s unique about this year?

It all started with “Wavin’ Flag”, our anthem for the 2010 FIFA World Cup™ in South Africa. Music is the biggest passion point for Gen Z, and consumers no longer enjoy entertainment in silos. Music is synonymous with Coca‑Cola, football and FIFA—all of which bring people together in culturally relevant ways— so we wanted to continue to celebrate this synergy while bringing something new and different to fans within the concept of “Real Magic” and with a clear connection to the Coke Studio global music platform. We’ll have more to share about this incredibly exciting program in the coming weeks. 

Coca‑Cola is presenting the FIFA World Cup™ Trophy Tour for the fifth consecutive time. Why is this such a powerful asset for the brand, and what’s new this year?

The FIFA World Cup™ Trophy is the symbol of the world’s largest sports event, and the Trophy Tour provides us with a unique opportunity to combine the love for our brands with the passion for the world’s biggest game. It’s also our first touchpoint of the “Believing is Magic” campaign in most markets. The unique opportunity to reach fans for six months before the FIFA World Cup™ is something no other brand has. 

This year, for the first time ever, we’re bringing the ‘Real Magic’ of the trophy to all 32 qualifying FIFA World Cup™ nations in the three months leading up to the kickoff of the tournament. In previous editions of the Trophy Tour, we saw that the excitement in countries that qualified for the FIFA World Cup™ was at another level. We’re also visiting 12 nations we’ve never been to before, bringing our total visited football nations to 182 since 2006. 

Seeing fans and consumers enjoy an only-Coke-can-do brand experience after lockdown is very special. In many countries, Trophy Tour events are the first Coke-branded experience since 2019, so expectation and excitement is high. 

What opportunities does the timing shift present?

The duality of first post-pandemic event of this scale, and the late-year timing, is truly special. We’ll be heading into the most festive time of year, when life starts to slow down a bit and people should have more time and energy to come together and celebrate. 

Specifically for fans in the United States, the time zone difference should help in terms of watching matches live. The trifecta of the U.S. men’s team qualifying for Qatar and the anticipation of both the FIFA Women’s World Cup champions defending their title next year and the U.S. hosting the 2026 FIFA World Cup™ will no doubt generate additional excitement. We hope the tournament will signal the beginning of a new normal, and what better way to do so than by bringing the world together on such a grand stage. 

Stay tuned for more details on the Coca‑Cola “Believing is Magic” campaign.

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DUBAI, United Arab Emirates--( BUSINESS WIRE )--The FIFA World Cup™ Trophy Tour by Coca-Cola kicked off today with a first-stop event in Dubai, where former FIFA World Cup™ winners Iker Casillas and Kaká came together to send the original FIFA World Cup™ Trophy on its journey around the world ahead of the tournament later this year.

“As football fans around the world gear up to support their teams, Coca-Cola is thrilled to offer fans the opportunity to experience the trophy ahead of the tournament,” said Brad Ross, Vice President of Global Sports & Entertainment Marketing and Partnerships at The Coca-Cola Company. “The real magic of the FIFA World Cup exists with fans believing in their teams and showcasing their passion for the game.”

Starting today, Coca-Cola is inviting fans to a once-in-a-lifetime opportunity to see the most recognised symbol in football and experience the real magic of the world’s largest and most anticipated single-sport event – the FIFA World Cup™.

The FIFA World Cup™ Trophy Tour by Coca-Cola will stop in 51 countries and territories, bringing Coca-Cola and FIFA one step closer to the goal of visiting each of FIFA’s 211 member associations by 2030. For the first time ever, the tour will visit all 32 countries that qualified for the FIFA World Cup™, inspiring fans across the world through exclusive consumer experiences.

“The FIFA World Cup Trophy is one of the greatest symbols in sport,” said Romy Gai, FIFA’s Chief Business Officer. “Bringing it on tour gives us a unique opportunity to shine a spotlight on the fantastic communities around the world who love the beautiful game. The trophy tour – which will end back in Qatar, our amazing hosts – highlights our commitment to making football truly global as we realise the dreams of our fans and bring the joy and excitement of the FIFA World Cup to their doorsteps, together with our long-standing partner Coca-Cola.”

FIFA World Cup™ winners Iker Casillas and Kaká shared their passion for the game at the first-stop event in Dubai.

Kaká said: “It is an incredible honour to be part of the first stop of the FIFA World Cup Trophy Tour by Coca-Cola. My first FIFA World Cup as a player was when I was just 20 years old, and it is still fresh in my mind – for me, it was a dream come true.”

Added Iker Casillas: “It was the highlight of my career when I lifted this very trophy as captain of Spain in 2010. And it is exciting that someone will have that feeling in Qatar later this year. It fills me with great pride to join all of you today, as we kick off the journey of the FIFA World Cup Trophy, bringing it to the fans across the globe.”

The FIFA World Cup™ Trophy Tour by Coca-Cola has a mission to support the development of sustainability efforts at each location visited by the tour. For the first time, consumer activations will be digitally led by Coca-Cola, reducing waste at each stop on the tour and minimising the consumption of water, energy, materials and other resources.

The Coca-Cola Company has had a long-standing relationship with FIFA since 1976 and has been an official FIFA World Cup™ Sponsor since 1978. Coca-Cola has had stadium advertising at every FIFA World Cup™ since 1950 and is a long-time supporter of football at all levels.

About the FIFA World Cup™ Trophy

The FIFA World Cup™ Trophy is awarded to the winners of the FIFA World Cup™ while remaining in FIFA’s possession. Made of solid gold and weighing 6.142kg, the trophy depicts two human figures holding the globe aloft. Its current design dates back to 1974. As one of the most recognised sports symbols in the world and a priceless icon, the original FIFA World Cup™ Trophy can only be touched and held by a very select group of people, which includes former winners of the FIFA World Cup™ and heads of state. Because regulations state that the original trophy must remain in FIFA’s possession and cannot be won outright, the team winning the FIFA World Cup™ retains the authentic trophy temporarily and is then permanently awarded the tournament edition trophy, the FIFA World Cup™ Winner’s Trophy (which is gold-plated, rather than solid gold, and engraved with the year, host country and winners of the respective event).

The FIFA World Cup™ Trophy Tour by Coca-Cola is an extraordinary opportunity for people to take in a piece of football history and share their passion for the sport with each other. The emotions of seeing the original FIFA World Cup™ Trophy will stay in football fans’ memories forever.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Twitter , Instagram , Facebook and LinkedIn .

Alison Glenn [email protected]

Sports Marketing News

The 2026 world cup has already begun for coca-cola, this year’s installment of soccer’s biggest event starts the campaign for the next installment in the u.s., canada and mexico.

Leaders from Glossier , Shopify , Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

This year’s World Cup in Qatar doesn’t start until Nov. 20, but Coca-Cola is already trotting the World Cup trophy around North America like it’s 2026.

For a major event sponsor like Coca-Cola, it pays to plan nearly a half decade in advance. After all, the soft drink giant contributes part of the $1.35 billion that soccer governing body FIFA expects in marketing revenue for the World Cup. 

Coca-Cola has a long history to uphold here as well. The brand-turned-conglomerate has sponsored every World Cup since 1978. It’s also sponsored every Olympics for the last 94 years. 

Since June 2021, it’s served as sponsor for large-scale, quadrennial events including:

• The Union of European Football Associations (UEFA) Euro 2020 (delayed to 2021 by Covid-19 lockdowns)
• The 2020 Summer Olympics in Beijing (also delayed by the pandemic)
• The 2022 Winter Olympics in Tokyo
• The UEFA Women’s Euro 2022

Because of FIFA’s decision to hold the World Cup during the somewhat cooler winter months, Coca-Cola will sponsor the 2022 World Cup and 2023 Women’s World Cup within roughly seven months of each other. Before either of those events kicked off, however, Coca-Cola put the World Cup trophy onto a branded jet and flew it to 51 countries, including the 32 nations that qualified for the 2022 World Cup.

For the tour’s last leg, the trophy will make its way to the 2026 World Cup host sites in North America. It lands in Los Angeles on Nov. 5. For that day, the trophy will visit the LA Live entertainment complex next to Crypto.com Arena. From there, it’s on to Dallas for two days at the Lighthouse Artspace on Nov. 6 and 7. It spends Nov. 8 at the American Dream Mall next to MetLife Stadium in East Rutherford, N.J. Its journey ends at BMO Field in Toronto on Nov. 9.

Coca-Cola is offering fans free tickets when they scan QR codes of World Cup-branded bottles of Coca-Cola and Coca-Cola Zero Sugar. The marketer has other plans in store for the next phase of its trek toward 2026. 

Coca-Cola Rolls Out First Spot for 2022 FIFA World Cup

Adweek spoke with Brad Ross, Coca-Cola’s vp of global sports and entertainment marketing, about the brand’s road to the 2026 World Cup and the planning required to sponsor a global, quadrennial sporting spectacle.

Adweek: How have Coca-Cola and FIFA mapped out the North American legs of the World Cup trophy tour to focus on the upcoming World Cup in 2026? Ross: With popularity of the sport on the rise in the United States, and as the U.S., Canada and Mexico will be the hosts in 2026. We wanted to ensure that the stops for the FIFA World Cup Trophy Tour by Coca-Cola aligned with the future host cities to help drive anticipation for this and the next tournament.  

When planning the FIFA World Cup trophy tour, Coca-Cola and FIFA worked closely to select which countries and cities the original trophy will travel to. We want to ensure that as many fans as possible are able to experience the magic of the FIFA World Cup. This year, for the first time, we are visiting all 32 qualified nations and, together with FIFA, are working to meet the goal of visiting all 211 member associations by 2030.  

Coca-Cola has a more than 40-year history with the World Cup and has sponsored the Olympic Games since 1928. When does the company begin planning for these quadrennial events in earnest?What other ads and activations will we see in North America that might allude to the 2026 World Cup? We are incredibly proud of our longstanding relationship with both the International Olympic Committee and FIFA, and plans to support both these events begin many years in advance. 

This Year’s World Cup Is a Key Performance Marketing Opportunity for US Brands

As one of the lead partners—and also as one of the host countries—plans for 2026 are already underway across the U.S., Canada and Mexico. Welcoming the original FIFA World Cup trophy to three of the 11 host cities in the U.S., as well as host cities in Mexico and Canada, will help create excitement for 2026 and give fans an idea of what’s to come. We won’t be sharing any additional information at this stage, but there will be plenty to come. 

Twenty years ago, Coca-Cola sponsored a World Cup hosted by two different countries. What did it learn from its experience in Japan and South Korea that it can apply across the three different countries and four different official languages awaiting in 2026? The FIFA World Cup is a global platform. And we are organized as a networked organization. Whether the tournament is hosted in one country or multiple, there are always unique sets of opportunities and challenges. 

One key learning from previous tournaments is the need for collaboration and planning—and noting that no two events are exactly the same. We are very fortunate to have such an experienced team that are well versed in managing the complexity of these global events, and working with rights holders like FIFA. 

As we look at the FIFA World Cup  2026, we are already in the process of planning. Starting early ensures our teams identify challenges well in advance of the tournament’s beginning. It also builds system excitement and strong collaboration with partners like FIFA so we can deliver an exceptional experience for consumers. 

Are there any marketing advantages to quadrennial events that aren’t shared by annual championships for the NFL, EPL, UEFA, NCAA, NASCAR and others? Are there unique challenges posed by the preparation time and the breadth of Olympic and World Cup events? We don’t view these quadrennial events as “one offs.” We use them to complement our brand strategies and act as major tent poles within our brand calendar planning. 

Major Brands Leave Social Activism on the Bench Ahead of FIFA World Cup 2022

Given the global scale of these events, one advantage is that they truly resonate across the world where we have over 180 countries activating this at one time. When it comes to quadrennial events, fan anticipation is one of the strongest factors for support. 

The Olympic Games, FIFA World Cup and the FIFA Women’s World Cup  are truly global events and ones that capture the imagination of sports fans everywhere. From a marketing perspective, having more time to plan is always better, and as we know what these events mean to our consumers, it’s great to have as much time as possible to create activations and experiences that they will be excited about. 

Coca-Cola also sponsored the last North American World Cup in 1994. Though that seems incredibly distant given advances in media and technology, were there portions of that process that may prove useful to Coca-Cola in 2026? We were also fortunate to have the last North American Summer Olympic Games in the city of Atlanta – the home of Coca-Cola – in 1996, so we have some experience in activating big events in our backyard. 

There are always learnings we take forward from every global event we activate, and this is no exception. We are always building on the previous events and learning and iterating each and every time. We know that there will be a lot of changes since ‘94 and we are excited to see the new, and ever-growing, level of football (soccer) fandom on show in the U.S. since they last hosted the FIFA World Cup.

How Brands Are Marketing Around the 2022 FIFA World Cup

Jason Notte

• [email protected]

Jason is an Adweek staff writer covering the business of marketing.

FIFA World Cup™ Trophy Tour by Coca-Cola resumes

The second and final leg of this year’s FIFA World Cup™ Trophy Tour by Coca-Cola kicked off today in Seoul, Korea Republic, following a send-off event at the Home of FIFA in Zurich starring 2002 FIFA World Cup™ winner Gilberto Silva.

Following a send-off event at the Home of FIFA in Switzerland, the trophy resumed its globetrotting journey in Seoul, Korea Republic

Ahead of Qatar 2022™, for the first time ever, the FIFA World Cup™ Trophy Tour by Coca-Cola will visit all 32 nations that have qualified for the tournament

Simultaneously, FIFA is launching its Spotlight: Your Dreams global campaign with legends and creators, including social media sensation Noah Beck

The spellbinding journey – which, for the first time, is offering fans from all 32 qualified nations the chance to see football’s biggest prize up close – will finish in Doha, Qatar just a few days before the greatest show on Earth gets under way on 20 November 2022. Thanks to Coca-Cola, FIFA’s longest-standing partner, the FIFA World Cup Trophy Tour by Coca-Cola has been bringing the most iconic trophy in the world to fans globally since 2006.

In total, the 2022 edition will stop in 51 countries and territories, taking Coca-Cola and FIFA one step closer to the goal of the trophy visiting each of FIFA’s 211 member associations by 2030.

Colin Smith, FIFA’s Chief Operating Officer – World Cup, said: “The first phase of the FIFA World Cup Trophy Tour by Coca-Cola was a fantastic success, engaging the broader public through the magic of the largest football festival on Earth.”

“By, for the first time, visiting all the nations that have qualified for the FIFA World Cup, the momentum of the Trophy Tour will continue to build, giving fans of all ages a taste of the excitement to come – and we hope they will join us in Qatar later this year for the ultimate celebration of the beautiful game.”

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Simultaneously, FIFA is launching its Spotlight: Your Dreams campaign with an announcement from Noah Beck, a former collegiate football player turned social media sensation , who is the global ambassador for the campaign. FIFA Legends at several tour destinations will be sharing their dreams – past, present and future – and fans will be able to create their own “Dream Cam” moments in an augmented-reality photo experience. Emerging artists from football and beyond, commissioned and spotlighted by FIFA, will make guest appearances on-site to showcase their own FIFA World Cup-themed artwork. FIFA is also set to give fans around the world the stage to share their FIFA World Cup dreams in the form of fan art, via social media, in a contest that will conclude at the end of the tour. FIFA+, FIFA’s brand-new, world-class digital platform created to connect football fans across the globe, will be home to the “Dream Gallery” – the hub for all campaign information, influencer and fan content and other interactive features.

About the FIFA World Cup Trophy About the FIFA World Cup Trophy

The original FIFA World Cup Trophy is awarded to the FIFA World Cup champions while remaining in FIFA’s possession. Made of solid gold and weighing 6.142kg, the trophy depicts two human figures holding the globe aloft. Its current design dates back to 1974. As one of the most recognised sports symbols in the world and a priceless icon, it can only be touched and held by a very select group of people, which includes former winners of the FIFA World Cup and heads of state. Because the regulations state that the original trophy must remain in FIFA’s care and cannot be won outright, it is only temporarily presented to the winning team at the FIFA World Cup. The champions are then permanently awarded a specific trophy relating to the edition of the tournament in question, the FIFA World Cup Winner’s Trophy – gold-plated rather than solid gold, it is engraved with the relevant year and the names of the host country (or countries) and the winning nation. The FIFA World Cup Trophy Tour by Coca-Cola is an extraordinary opportunity for people to feast their eyes on a piece of football history and share their passion for the sport with each other. The emotions of seeing the original FIFA World Cup Trophy will stay in football fans’ memories forever.

Press Releases

Fifa world cup™ trophy tour by coca-cola kicks off global journey in dubai.

FIFA World Cup™ winners Iker Casillas and Kaká send original FIFA World Cup™ Trophy on global journey that will include all 32 qualifying countries for the first time

Original FIFA World Cup™ Trophy unveiled at Dubai’s Coca-Cola Arena before it embarks on its fifth journey, travelling to 51 countries and territories

DUBAI, United Arab Emirates--(BUSINESS WIRE)-- The FIFA World Cup™ Trophy Tour by Coca-Cola kicked off today with a first-stop event in Dubai, where former FIFA World Cup™ winners Iker Casillas and Kaká came together to send the original FIFA World Cup™ Trophy on its journey around the world ahead of the tournament later this year.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20220512005313/en/

Iker Casillas and Kaká at the FIFA World Cup Trophy Tour by Coca-Cola First Stop Event in Dubai. Photo Credit: Getty Images

“As football fans around the world gear up to support their teams, Coca-Cola is thrilled to offer fans the opportunity to experience the trophy ahead of the tournament,” said Brad Ross, Vice President of Global Sports & Entertainment Marketing and Partnerships at The Coca-Cola Company. “The real magic of the FIFA World Cup exists with fans believing in their teams and showcasing their passion for the game.”

Starting today, Coca-Cola is inviting fans to a once-in-a-lifetime opportunity to see the most recognised symbol in football and experience the real magic of the world’s largest and most anticipated single-sport event – the FIFA World Cup™.

The FIFA World Cup™ Trophy Tour by Coca-Cola will stop in 51 countries and territories, bringing Coca-Cola and FIFA one step closer to the goal of visiting each of FIFA’s 211 member associations by 2030. For the first time ever, the tour will visit all 32 countries that qualified for the FIFA World Cup™, inspiring fans across the world through exclusive consumer experiences.

“The FIFA World Cup Trophy is one of the greatest symbols in sport,” said Romy Gai, FIFA’s Chief Business Officer. “Bringing it on tour gives us a unique opportunity to shine a spotlight on the fantastic communities around the world who love the beautiful game. The trophy tour – which will end back in Qatar, our amazing hosts – highlights our commitment to making football truly global as we realise the dreams of our fans and bring the joy and excitement of the FIFA World Cup to their doorsteps, together with our long-standing partner Coca-Cola.”

FIFA World Cup™ winners Iker Casillas and Kaká shared their passion for the game at the first-stop event in Dubai.

Kaká said: “It is an incredible honour to be part of the first stop of the FIFA World Cup Trophy Tour by Coca-Cola. My first FIFA World Cup as a player was when I was just 20 years old, and it is still fresh in my mind – for me, it was a dream come true.”

Added Iker Casillas: “It was the highlight of my career when I lifted this very trophy as captain of Spain in 2010. And it is exciting that someone will have that feeling in Qatar later this year. It fills me with great pride to join all of you today, as we kick off the journey of the FIFA World Cup Trophy, bringing it to the fans across the globe.”

The FIFA World Cup™ Trophy Tour by Coca-Cola has a mission to support the development of sustainability efforts at each location visited by the tour. For the first time, consumer activations will be digitally led by Coca-Cola, reducing waste at each stop on the tour and minimising the consumption of water, energy, materials and other resources.

The Coca-Cola Company has had a long-standing relationship with FIFA since 1976 and has been an official FIFA World Cup™ Sponsor since 1978. Coca-Cola has had stadium advertising at every FIFA World Cup™ since 1950 and is a long-time supporter of football at all levels.

About the FIFA World Cup™ Trophy

The FIFA World Cup™ Trophy is awarded to the winners of the FIFA World Cup™ while remaining in FIFA’s possession. Made of solid gold and weighing 6.142kg, the trophy depicts two human figures holding the globe aloft. Its current design dates back to 1974. As one of the most recognised sports symbols in the world and a priceless icon, the original FIFA World Cup™ Trophy can only be touched and held by a very select group of people, which includes former winners of the FIFA World Cup™ and heads of state. Because regulations state that the original trophy must remain in FIFA’s possession and cannot be won outright, the team winning the FIFA World Cup™ retains the authentic trophy temporarily and is then permanently awarded the tournament edition trophy, the FIFA World Cup™ Winner’s Trophy (which is gold-plated, rather than solid gold, and engraved with the year, host country and winners of the respective event).

The FIFA World Cup™ Trophy Tour by Coca-Cola is an extraordinary opportunity for people to take in a piece of football history and share their passion for the sport with each other. The emotions of seeing the original FIFA World Cup™ Trophy will stay in football fans’ memories forever.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Twitter , Instagram , Facebook and LinkedIn .

View source version on businesswire.com: https://www.businesswire.com/news/home/20220512005313/en/

Alison Glenn [email protected]

Source: The Coca-Cola Company

Released May 12, 2022

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Media Release

Fédération Internationale de Football Association

FIFA Strasse 20, P.O Box 8044 Zurich, Switzerland, +41 (0) 43 222 7777

FIFA World Cup™ Trophy Tour by Coca-Cola kicks off global journey in Dubai

FIFA World Cup™ winners Iker Casillas and Kaká send original FIFA World Cup™ Trophy on global journey that will include all 32 qualifying countries for the first time

Original FIFA World Cup™ Trophy unveiled at Dubai’s Coca-Cola Arena before it embarks on its fifth journey, travelling to 51 countries and territories 

The FIFA World Cup™ Trophy Tour by Coca-Cola kicked off today with a first-stop event in Dubai, where former FIFA World Cup™ winners Iker Casillas and Kaká came together to send the original FIFA World Cup™ Trophy on its journey around the world ahead of the tournament later this year.

“As football fans around the world gear up to support their teams, Coca-Cola is thrilled to offer fans the opportunity to experience the trophy ahead of the tournament,” said Brad Ross, Vice‑President of Global Sports & Entertainment Marketing and Partnerships at The Coca-Cola Company. “The real magic of the FIFA World Cup exists with fans believing in their teams and showcasing their passion for the game. 

Starting today, Coca-Cola is inviting fans to a once-in-a-lifetime opportunity to see the most recognised symbol in football and experience the real magic of the world’s largest and most anticipated single-sport event – the FIFA World Cup™. 

The FIFA World Cup™ Trophy Tour by Coca-Cola will stop in 51 countries and territories, bringing Coca-Cola and FIFA one step closer to the goal of visiting each of FIFA’s 211 member associations by 2030. For the first time ever, the tour will visit all 32 countries that qualified for the FIFA World Cup™, inspiring fans across the world through exclusive consumer experiences. 

“The FIFA World Cup Trophy is one of the greatest symbols in sport,” said Romy Gai, FIFA’s Chief Business Officer. “Bringing it on tour gives us a unique opportunity to shine a spotlight on the fantastic communities around the world who love the beautiful game. The trophy tour – which will end back in Qatar, our amazing hosts – highlights our commitment to making football truly global as we realise the dreams of our fans and bring the joy and excitement of the FIFA World Cup to their doorsteps, together with our long-standing partner   Coca-Cola.”

FIFA World Cup™ winners Iker Casillas and Kaká shared their passion for the game at the first‑stop event in Dubai. 

Kaká said: “It is an incredible honour to be part of the first stop of the FIFA World Cup Trophy Tour by Coca-Cola. My first FIFA World Cup as a player was when I was just 20 years old, and it is still fresh in my mind – for me, it was a dream come true.” 

Added Iker Casillas: “It was the highlight of my career when I lifted this very trophy as captain of Spain in 2010. And it is exciting that someone will have that feeling in Qatar later this year. It fills me with great pride to join all of you today, as we kick off the journey of the FIFA World Cup Trophy, bringing it to the fans across the globe.”

The FIFA World Cup™ is an iconic competition followed by billions around the world. FIFA is committed to providing additional opportunities to have a wider positive social and environmental impact, as well as to setting new benchmarks in the delivery of worldwide sporting and exciting fan-centric programmes, such as the FIFA World Cup™ Trophy Tour by Coca-Cola, as an inspiration for all. 

The FIFA World Cup™ Trophy Tour by Coca-Cola has a mission to support the development of sustainability efforts at each location visited by the tour. For the first time, consumer activations will be digitally led by Coca-Cola, reducing waste at each stop on the tour and minimising the consumption of water, energy, materials and other resources. 

The Coca-Cola Company has had a long-standing relationship with FIFA since 1976 and has been an official FIFA World Cup™ Sponsor since 1978.  Coca-Cola has had stadium advertising at every FIFA World Cup™ since 1950 and is a long-time supporter of football at all levels.

About the FIFA World Cup™ Trophy The FIFA World Cup™ Trophy is awarded to the winners of the FIFA World Cup™ while remaining in FIFA’s possession. Made of solid gold and weighing 6.142kg, the trophy depicts two human figures holding the globe aloft. Its current design dates back to 1974. As one of the most recognised sports symbols in the world and a priceless icon, the original FIFA World Cup™ Trophy can only be touched and held by a very select group of people, which includes former winners of the FIFA World Cup™ and heads of state. Because regulations state that the original trophy must remain in FIFA’s possession and cannot be won outright, the team winning the FIFA World Cup™ retains the authentic trophy temporarily and is then permanently awarded the tournament edition trophy, the FIFA World Cup™ Winner’s Trophy (which is gold-plated, rather than solid gold, and engraved with the year, host country and winners of the respective event).

The FIFA World Cup™ Trophy Tour by Coca-Cola is an extraordinary opportunity for people to take in a piece of football history and share their passion for the sport with each other. The emotions of seeing the original FIFA World Cup™ Trophy will stay in football fans’ memories forever.

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FIFA World Cup™ Trophy Tour by Coca-Cola resumes

• FIFA World Cup™ Trophy Tour…

BANDAR SERI BEGAWAN (25 Aug 2022) – The second and final leg of this year’s FIFA World Cup™ Trophy Tour by Coca-Cola kicked off in Seoul, Korea Republic, following a send-off event at the Home of FIFA in Zurich starring 2002 FIFA World Cup™ winner Gilberto Silva.

The spellbinding journey – which, for the first time, is offering all 32 qualified nations the chance to see football’s biggest prize up close – will finish in Doha, Qatar just a few days before the greatest show on Earth gets underway on 20 November 2022.

Thanks to Coca-Cola, FIFA’s longest-standing partner, the FIFA World Cup Trophy Tour by Coca-Cola has been bringing the most iconic trophy in the world to fans globally since 2006. In total, the 2022 edition will stop in 51 countries and territories, taking Coca-Cola and FIFA one step closer to the goal of the trophy visiting each of FIFA’s 211 member associations by 2030.

Colin Smith, FIFA’s Chief Operating Officer – World Cup, said: “The first phase of the FIFA World Cup Trophy Tour by Coca-Cola was a fantastic success, engaging the broader public through the magic of the largest football festival on Earth.”

“By, for the first time, visiting all the nations that have qualified for the FIFA World Cup, the momentum of the Trophy Tour will continue to build, giving fans of all ages a taste of the excitement to come – and we hope they will join us in Qatar later this year for the ultimate celebration of the beautiful game.”

Simultaneously, FIFA is launching its Spotlight: Your Dreams campaign with an announcement from Noah Beck, a former collegiate football player turned social media sensation, who is the global ambassador for the campaign. FIFA Legends at several tour destinations will be sharing their dreams – past, present and future – and fans will be able to create their own “Dream Cam” moments in an augmented-reality photo experience.

Emerging artists from football and beyond, commissioned and spotlighted by FIFA, will make guest appearances on-site to showcase their own FIFA World Cup-themed artwork. FIFA is also set to give fans around the world the stage to share their FIFA World Cup dreams in the form of fan art, via social media, in a contest that will conclude at the end of the tour.

FIFA+ , FIFA’s brand-new, world-class digital platform created to connect football fans across the globe, will be home to the “Dream Gallery” – the hub for all campaign information, influencer and fan content and other interactive features. – www.fifa.com

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