The World Cup Trophy Tour began in Brazil on Monday, March 23, at the Museu do Futebol in São Paulo. The event was marked by the presence of former player Denilson, a member of the 2002 World Cup-winning squad. Fans and invited guests are treated to the unique opportunity to pose with the original trophy, which only leaves the FIFA Museum in Zurich for its tour across 35 countries, culminating in the 2026 World Cup hosted by the USA, Mexico, and Canada.

The trophy will be on display in São Paulo until March 22, after which it will move to Rio de Janeiro, where it will be showcased at Forte Copacabana. The tour will then conclude in Brasília, with events hosted by Coca-Cola. Luciana Batista, president of Coca-Cola Brazil and the Southern Cone, emphasized the company's deep connection with Brazilian culture and passion, stating that football is among the most significant aspects of this relationship.

The free exhibition is expected to draw significant public interest, as the World Cup trophy represents not only a symbol of sporting excellence but also a vital part of Brazil's football heritage. The involvement of a major sponsor like Coca-Cola highlights the intersection of sports, culture, and marketing, reinforcing the importance of football in Brazilian society as both a national passion and a global phenomenon.