The 2026 FIFA World Cup will not only mark a turning point because of its new format and global scale, but also because of the strengthening of the commercial partnerships surrounding the tournament. In that context, Louis Vuitton has renewed and expanded its relationship with FIFA, becoming an official supplier and licensed partner for the next edition of the competition. The agreement continues a collaboration that began more than 15 years ago and has made the iconic trophy trunk one of the most recognizable symbols of World Cup finals.
Beyond its ceremonial role, this partnership reflects the growing connection between elite sport and luxury brands. For FIFA, bringing in globally recognized partners is part of a strategy to increase the commercial value of the World Cup. For Louis Vuitton, meanwhile, it represents an opportunity to continue associating its identity with some of the world’s most prestigious sporting events, reinforcing values such as exclusivity, tradition, and artisanal excellence.
The trunk that carries football’s most coveted trophy
One of the most recognizable symbols of this collaboration will once again be the historic trunk that transports and displays the FIFA World Cup Trophy. Handcrafted at the workshop in Asnières-sur-Seine, just outside Paris, the trunk will make its return during the pre-match ceremony before the 2026 World Cup final. As it did at South Africa 2010, Brazil 2014, Russia 2018, and Qatar 2022, it will be carried onto the pitch by a Louis Vuitton ambassador alongside a FIFA legend, creating one of the most iconic moments of the pre-final ceremony.
FIFA believes this element represents much more than a luxury accessory. FIFA Chief Business Officer Romy Gai highlighted the significance of the tradition by saying, “The official trophy is the most coveted prize in football worldwide, so naturally it deserves to travel in a Louis Vuitton trunk.” The statement reflects a partnership built around the pursuit of excellence and artisanal craftsmanship, transforming a functional object into an inseparable symbol of the tournament.
A partnership that goes beyond the pitch
The main innovation of the agreement is that Louis Vuitton will expand its role beyond designing the official trophy case. As an official licensee of the 2026 World Cup brand, the French luxury house will also be able to market an exclusive collection inspired by the tournament. The collection will include watch trunks and a travel trunk featuring the maison’s signature monogram, the distinctive golden “V,” and the visual identity of the competition, extending the World Cup experience into the world of luxury.
This renewed partnership comes at a particularly significant moment for FIFA. The 2026 World Cup will be the largest edition in history, featuring 48 national teams, 104 matches, and host venues across the United States, Mexico, and Canada. Against that backdrop, FIFA is seeking to enhance the tournament’s global appeal through strategic partnerships with internationally recognized brands. For Louis Vuitton, the continuation of this collaboration reinforces a strategy that uses sport as a platform to showcase its artisanal heritage and brand identity, captured in a slogan that has accompanied the partnership for years: “Victory travels in Louis Vuitton.”
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