RIYADH: The road to the 2026 FIFA World Cup officially began on Saturday, as the sixth edition of the FIFA World Cup trophy tour sponsored by Coca-Cola got underway in Riyadh.
The city is the first of 75 destinations that will welcome football’s most coveted prize ahead of this summer’s contest.
Held at ROSHN Front, the event was a festival of football, with fans given the rare opportunity to take photos with the famous trophy.
With Saudi Arabia preparing for its seventh World Cup appearance, anticipation was evident across the venue. Visitors were treated to a range of experiences, including skill-based challenges and a Coca-Cola ferris wheel, and got the chance to admire iconic jerseys from Germany, Argentina and Spain as well as the latest Green Falcons kit.
Italian football legend Alessandro Del Piero added star power to the occasion, welcoming fans and posing for photos.
Arnab Roy, global category president at Coca-Cola, said: “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. For us, it was a no-brainer to launch the event out here.”
Cynthia Karam, senior director of public affairs, communications and sustainability at the company, echoed the sentiment.
“We know just how passionate Saudis are about football, with more than 80 percent of the population following the sport. Seeing the way the crowd came together for this trophy tour was truly special,” she told Arab News.
“In 2022 we sent the trophy from Saudi Arabia to Qatar ahead of the World Cup. This time, we made the conscious decision to send it from Saudi Arabia to the world.”
Hosting the tour has particular significance as the country is set to host the World Cup tournament itself in 2034.
“I think 2034 is going to be one of the best World Cups the world has ever seen, one for the history books,” Roy said.
“This confidence comes from the rapid development of Saudi Arabia’s sports ecosystem, driven by the vision and ambition communicated by the Saudi leadership. It has been inspiring for us at Coca-Cola, for the world and for the football community itself.”
Fans of all ages, many wearing Saudi national team jerseys, filled ROSHN Front throughout the day.
While World Cup years have always been significant for Saudi football, memories of the historic 2022 victory over Argentina continue to fuel optimism ahead of this year’s tournament.
But who will be in charge of the Green Falcons come June 11 remains to be seen.
Ahead of the trophy unveiling, Saudi football content creators expressed mixed views on whether Herve Renard should remain at the helm, with opinions divided over his familiarity with players versus his tactical boldness for what promises to be a demanding contest.
As the trophy tour moves to its next destination, Riyadh sent a clear message: Beyond results on the pitch, Saudi Arabia is positioning football at the heart of its cultural and social identity, using events like these to share its story with the world.
