LEGO & FIFA Kick Off Global Partnership with Replica World Cup Trophy
GENEVA, Switzerland – FIFA and the LEGO Group have announced a multi-year partnership centered around the FIFA World Cup, beginning with a LEGO replica of the iconic World Cup Trophy. The building set will be available for purchase starting next March, offering fans a unique way to engage with the sport’s most prestigious prize.
The collaboration extends beyond the trophy replica, with LEGO planning a series of products and experiences throughout 2026, coinciding with the next FIFA World Cup tournament. These will include activations at FIFA Fan Festival sites and special tournament events, aiming to unite families and football enthusiasts worldwide.This partnership marks a significant expansion of LEGO’s presence in the sports world, as the company is also currently partnered with formula 1.
“LEGO is one of the world’s most loved and iconic brands, so joining forces with them to present football fans around the globe with the chance to build their very own version of sport’s most prestigious prize, the FIFA World Cup Trophy, provides perfect synergy,” said Romy Gai, chief business officer at FIFA.
Julia Goldin, chief product and marketing officer at The LEGO Group, added, “this marks just the beginning of our collaboration, and we’re thrilled to unite families and fans around the world in celebrating football, the creativity, and one of the sport’s most legendary symbols in a whole new way.”
The partnership aims to leverage LEGO’s global reach and creative building platform to enhance the fan experience surrounding the FIFA World Cup, offering a tangible and engaging way to celebrate the sport.
