FIFA World Cup 2026 Trophy Tour marked a groundbreaking collaboration between an international sports event and a local music phenomenon. In January 2026, Coca-Cola’s initiative turned into a significant celebration for fans throughout India. The highlight was the arrival of The FIFA World Cup Original Trophy in India for the first time in 12 years. Over two days, January 10 and 11, in Delhi, the showcase offered fans exceptional access to the football world’s most esteemed prize while creating enriching cultural experiences.
Highlights
Official Unveiling of the Trophy
The first day was dedicated to the formal arrival and unveiling of the trophy. This ceremony featured FIFA legend Gilberto Silva, a former Brazilian World Cup winner, and Mansukh Mandaviya, India’s Union Minister of Youth Affairs and Sports. Top officials, including Kalyan Chaubey, president of the AIFF, attended the event, highlighting its importance for Indian football.
Silva stated that the visit aimed to provide inspiration in addition to celebration. He noted the widespread perception that cricket dominates India, yet he expressed joy in discovering the love for football in the country. This trophy serves to motivate many youth, encouraging both girls and boys to pursue their football dreams.
The private unveiling underscored the trophy as not only a representation of victory but also a source of inspiration.
Fan Engagement on Day Two
The second day shifted focus entirely towards fans. The FIFA World Cup Trophy was made available for public viewing at the NSIC Exhibition Grounds in Okhla, attracting large crowds from Delhi and nearby areas. Access was facilitated through QR codes, allowing for a seamless and engaging experience.
Rather than resembling a mere exhibition, the venue transformed into a lively football festival. Freestyle football activities, interactive challenges, and engaging installations kept fans actively involved beyond the trophy display. Food stalls and social areas encouraged attendees to linger, creating a comprehensive celebration of football culture.
Notable appearances from actor Varun Sood, Indian goalkeeper Gurpreet Singh Sandhu, former international Robin Singh, and India women’s defender Dalima Chhibber enhanced the experience. Their interactions and photo opportunities helped connect professional football with its enthusiastic and expanding fan base in India.
As the day progressed, the atmosphere shifted from football to music with the launch of Coke Studio Bharat Live in Delhi. This marked the transition of the digital music series to a live, interactive format for the first time.
Performances from Shreya Ghoshal, Aditya Rikhari, Rashmeet Kaur, Divyam, and Khwaab turned the NSIC Grounds into a vibrant music venue. The performances showcased emotional narratives, contemporary Indian sounds, and the collaborations that Coke Studio Bharat is famous for.
One of the evening’s highlights was when Aditya Rikhari shared an unreleased track from Coke Studio Bharat, giving fans an exclusive live preview. The concert concluded with a medley led by Shreya Ghoshal, who invited a fan to join her on stage, creating a collaborative atmosphere.
Gilberto Silva made a surprise appearance with the FIFA World Cup Trophy during the concert, creating a striking synergy between sports and music and earning enthusiastic applause.
Continued Celebrations in Guwahati
Following Delhi, the celebration moved to Guwahati on January 12, where the original FIFA World Cup Trophy was displayed at the ACA Stadium. Assam’s Chief Minister Himanta Biswa Sarma pointed out the event’s role in enhancing the state’s focus on large-scale sports and concert experiences.
The Guwahati edition of Coke Studio Bharat Live spotlighted Northeast talent, featuring performances from Anuv Jain, Shankuraj Konwar, Rito Riba, and Anoushka Maskey. Their acts fused regional narratives with modern sounds. A communal performance of ‘Arz Kiya Hai’, along with fan interactions and an unplugged session backstage, strengthened the commitment to authentic fan engagement.
In conjunction with the festivities, Coca-Cola India implemented its #MaidaanSaaf initiative during Coke Studio Bharat Live. This involved trained volunteers, recycling stations, and on-site guidance to promote responsible waste management, showcasing that large public events can also be eco-friendly.
The Delhi phase of the tour benefited from the backing of various partners, including Ojas Entertainment, Usually Unusual Entertainment, Redknot Marketing Solutions, MSIPL, REPRESENT Management, and Pixadoo, ensuring efficient production, logistics, and fan engagement during both days.
By integrating the FIFA World Cup Trophy Tour with the inaugural Coke Studio Bharat Live, Coca-Cola demonstrated a successful model of how global sporting events and local cultural initiatives can harmoniously coexist, creating an energetic environment focused on fan engagement.
The FIFA World Cup 2026 Trophy Tour and Coke Studio Bharat Live emerged as a pivotal event for India’s event and experiential marketing sector. The programme illustrated how global brands can localise their efforts effectively across various cities while delivering consistent, high-quality experiences that resonate with local cultures and audiences.
