World Cup Trophy Tour Highlights Coca-Cola’s Enduring FIFA Partnership

BusinessSportsMoneyTrophy Tour Highlights Coca-Cola’s Enduring FIFA PartnershipByClemente Lisi,Contributor.Follow AuthorJun 03, 2026, 03:26pm EDTJun 03, 2026, 03:29pm EDTThe FIFA World Cup Trophy is displayed during the Los Angeles stop of The FIFA World Cup 26 Trophy Tour by Coca-Cola at LA Live in Los Angeles on March 24, 2026. (Photo by Frederic J. Brown / AFP via Getty Images)AFP via Getty ImagesAs the countdown to the FIFA World Cup continues, anticipation is building not only among soccer fans but also among the global brands eager to connect with billions of consumers. Few companies are more closely associated with the tournament than Coca-Cola, whose relationship with FIFA spans nearly five decades. While sponsorships have become commonplace in modern sports, Coca-Cola’s connection to the World Cup represents far more than advertising exposure or logo placement. It is a strategic alliance that underscores the powerful intersection of sport, culture and global business.Soccer fans from across the New York-New Jersey area gathered at American Dream, a shopping and entertainment complex near MetLife Stadium in East Rutherford, N.J., on Wednesday as the FIFA World Cup Trophy Tour by Coca-Cola made its final stop ahead of the tournament’s June 11 opening game. The iconic FIFA World Cup Trophy — one of the most recognizable symbols in sports — was displayed inside the sprawling complex, giving fans a rare chance to see soccer’s most coveted prize up close. Former German star Bastian Schweinsteiger, who won the World Cup in 2014, was on hand to unveil the trophy. “Let’s go Germany,” Schweinsteiger said as he lifted the trophy. Daria Makhoukova, general manager for FIFA World Cup 2026 Coca-Cola Company’s North America Operating Unit, said the company’s goal was to “give fans an opportunity to experience something related to the World Cup before it begins.”“The Trophy Tour gave us a chance to showcase the sport’s truly iconic symbol to a wide range of people, from ha...