The FIFA World Cup Trophy Tour by Coca-Cola visits São Paulo, Rio, and Brasília, connecting fans through emotion, social inclusion, and sustainability.
The FIFA World Cup Trophy Tour™ by Coca-Cola arrives in Brazil, bringing the Original Trophy to São Paulo, Rio de Janeiro, and Brasília. The event celebrates the long-standing partnership between Coca-Cola, FIFA, and the country, merging football passion, culture, and environmental commitment.
Emotion and history through Brazil
Starting at the Football Museum in São Paulo, fans will experience the sport’s history. The Copacabana Fort in Rio offers a meeting of beach culture and football passion. The journey ends in Brasília, highlighting Coca-Cola Brazil’s partnership with FIFA ahead of the 2026 World Cup™.
Visitors can see the Original Trophy, which leaves the FIFA Museum in Zurich only for the Tour and the World Cup. Interactive brand experiences and thematic activations bring fans closer to the excitement of the tournament.
“Football is a catalyst for connections, emotions, and memories,” says Luciana Batista, President of Coca-Cola Brazil and Southern Cone.
Campaign and exclusive prizes
As the official soft drink of the 2026 FIFA World Cup™, Coca-Cola launches the global campaign “Bubbling Up”, extended by “Uncanned Emotions” in April and “No Better Feeling” during the tournament. In Brazil, a national promotion offers tickets to the World Cup, TVs, gaming consoles, and cash prizes up to R$ 5,000 through the interactive “goal-shouting cans”, activated via WhatsApp using select bottles and cans.
Partnerships with Panini, Adidas, Motorola, and McDonald’s expand fan engagement with collectible items and local activations.
Inclusion and youth empowerment
Coca-Cola Brazil integrates income generation and entrepreneurial inclusion actions through collaboration with the Aliança Empreendedora. The project supports women micro-entrepreneurs and street vendors, boosting community development and independence.
The Coca-Cola Institute promotes “Collective Game – The Goal is the First Job”, led by influencer PH Cortês, where young participants and employers exchange ideas about challenges and career beginnings, connecting football to professional growth.
Environmental actions and legacy
Produced by Fibra.Ag, the Tour uses biodiesel energy, neutralizes emissions through Evento Neutro, and encourages recycling education via interactive collection points. Each visitor receives a reusable bottle, encouraging responsible consumption and less plastic waste.
“Using a global platform like the Trophy Tour to empower micro-entrepreneurs reflects our long-term commitment to Brazil,” emphasizes Katielle Haffner, Sustainability Director at Coca-Cola Brazil.
Photo: Courtesy
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