The sixth edition of the FIFA World Cup Trophy Tour, sponsored by Coca-Cola, kicked off in Riyadh on Saturday as the first of 75 global destinations ahead of the 2026 tournament. Held at ROSHN Front, the event featured fan interactions with the trophy, skill challenges, and appearances by football icons. Saudi Arabia's hosting underscores its growing role in global football, with the tour marking 20 years of FIFA-Coca-Cola partnership.
The road to the 2026 FIFA World Cup began officially in Riyadh, where thousands of fans gathered at ROSHN Front for the launch of the trophy tour. This sixth iteration, sponsored by Coca-Cola, will visit 75 destinations across 30 countries, carrying the original World Cup trophy to build excitement for the expanded 48-team tournament co-hosted by the United States, Mexico, and Canada in June 2026.
The Riyadh event transformed the venue into a football festival, offering visitors photo opportunities with the coveted prize, interactive skill-based challenges, and a Coca-Cola ferris wheel. Iconic jerseys from Germany, Argentina, and Spain were on display alongside the latest Saudi national team kit, the Green Falcons. Italian legend Alessandro Del Piero added glamour, welcoming fans and posing for pictures.
Arnab Roy, global category president at Coca-Cola, highlighted the choice of Saudi Arabia: “It is not by accident that we decided to launch the FIFA World Cup Trophy Tour in Saudi Arabia. The transformation we are witnessing here is one of the most inspiring stories in the world.” Cynthia Karam, senior director of public affairs, communications and sustainability at Coca-Cola, noted the passion for football in the kingdom, where over 80 percent of the population follows the sport. She recalled sending the trophy from Saudi Arabia to Qatar in 2022 and now launching it "from Saudi Arabia to the world."
The launch holds special significance as Saudi Arabia prepares to host the 2034 World Cup. Roy expressed confidence: “I think 2034 is going to be one of the best World Cups the world has ever seen, one for the history books.” Fans, many in Saudi jerseys, filled the venue, fueled by memories of the 2022 upset victory over Argentina.
Debate lingers over the Green Falcons' coaching ahead of the tournament, with content creators divided on whether Herve Renard should continue, citing his player familiarity versus tactical needs. As the tour progresses, Riyadh's event positioned Saudi Arabia as a football hub, blending sport with cultural identity.
