Coca-Cola fuels World Cup 2026 buzz with FIFA Trophy Tour in Indonesia

Coca-Cola is bringing the FIFA World Cup Trophy Tour to Indonesia as part of its global build-up to FIFA World Cup 2026, giving fans a rare opportunity to see the original 18-carat gold FIFA World Cup Trophy up close while reinforcing the brand’s long-standing association with football’s biggest stage.

Arriving in Jakarta on 22 January 2026, the FIFA World Cup Trophy Tour by Coca-Cola marks a key stop in the trophy’s global journey, positioning Indonesia as part of a wider narrative leading into what is set to be the largest FIFA World Cup in history. For Coca-Cola, the tour extends beyond spectacle, blending experiential marketing, local culture and youth engagement under its ‘Lepas bersama Coca-Cola’ platform.

“We’re thrilled to bring fans closer to the heart of the action with the FIFA World Cup Trophy Tour by Coca-Cola. This year’s tour offers fans an incredible opportunity to experience the thrill and connection of football up close,” said Mickael Vinet, vice president, global assets, influencers and partnerships, The Coca-Cola Company. “We are inviting fans to ‘feel it all’ in celebration of the full spectrum of emotions one experiences when watching a football match, starting with building excitement and anticipation by bringing the original FIFA World Cup Trophy to Indonesia.”

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The Jakarta activation is designed as an immersive brand experience, combining the emotional pull of football’s most recognisable symbol with interactive fan activities, games, exclusive merchandise and shareable moments tailored to Indonesian audiences. At the centre of the programme is Street Fun Soccer, a high-energy competition led by four well-known football figures captaining five-member teams, culminating in an exclusive prize for the winners.

Coca-Cola is also extending its focus beyond fandom to future talent. In partnership with Garuda Gemah Nusantara (GGN), the brand is hosting a coaching clinic for selected U15-U18 players, aimed at sharpening technical skills while promoting values such as discipline, teamwork and sportsmanship. Complementing the on-ground events, the “Nobar (Ngobrol Bola Ramean) with Coca-Cola” podcast taps into Indonesia’s deeply rooted watch-party culture, translating communal football conversations into branded content.

For FIFA, the tour underscores both the longevity of its partnership with Coca-Cola and the expanding scale of the tournament itself. “The FIFA World Cup Trophy is recognised around the world as the greatest symbol in sport, and Coca-Cola is one of the world’s most recognised brands,” said Romy Gai, FIFA’s chief business officer.

“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 FIFA World Cup 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 also preparing for the biggest FIFA World Cup in history, with three host nations: Canada, Mexico and the United States.”

Globally, the FIFA World Cup Trophy Tour by Coca-Cola will span 30 FIFA member associations, covering 75 stops and more than 150 tour days. The scale mirrors the expanded format of FIFA World Cup 2026, which will feature more teams, more matches and three host nations for the first time.

The original FIFA World Cup Trophy - made of solid gold, weighing 6.175 kg and designed in 1974 - remains in FIFA’s possession and can only be touched by a select group, including former World Cup winners, heads of state and the FIFA president. For fans, the tour offers a rare moment of proximity to football history, even if only from behind the barrier.

As one of FIFA’s longest-standing partners, with a relationship dating back to the 1970s, Coca-Cola continues to use football as a global platform to connect cultures, generations and communities. The Indonesia stop reinforces how global sports properties, when paired with locally resonant storytelling and experiences, can deepen brand relevance well ahead of the opening whistle in 2026.

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