FIFA World Cup was delivered in a Louis Vuitton box - here's the unusual reason why
Neither Spain nor Argentina might have get secured it, but viewers of the 2026 FIFA World Cup trophy have already gotten an eyeful of this year's trophy, which landed in Louis Vuitton trunk.
Viewers were baffled to see the prestigious football accolade carried out in a designer-decorated suitcase, despite the brand having created custom trunks for the World Cup trophies since the 2010 tournament in South Africa.
According to GQ, the case was created at Louis Vuitton’s historic Asnières-sur-Seine workshop in Paris, and is wrapped in the brand's signature monogram canvas. It's also been adorned with hand-painted golden V's, apparently standing for both 'Victory' and 'Vuitton'.
The official Louis Vuitton website even reads: "For the House, sports represent an odyssey of excellence steeped in emotion, mastery and collective memory.
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"By accompanying the world's most iconic trophies, Louis Vuitton transforms victory into cultural resonance — where craftsmanship and the pursuit of transcendence move beyond performance alone."
Louis Vuitton's CEO, Pietro Beccari, previously told press: "The trophy trunks symbolize much more than a protective object. They represent the meeting point between savoir-faire and collective dreams.
"Since 2010, they have become part of a historic moment followed by billions of people.”
Already it's proven a major talking point amongst viewers online, many of whom raised concerns given how expensive the tournament has proven as a whole so far.
"THE LOUIS VUITTON TROPHY TRUNK…I hate all of this so much," one X user wrote.
Another asked: "since when is the world cup louis vuitton branded ? what is going on man."
The final is taking place at MetLife Stadium in East Rutherford, New Jersey, known during the tournament as the New York New Jersey Stadium.
Over 82,500 fans are packed into the venue, which has hosted seven World Cup matches this year. Pre-match entertainment and the trophy presentation complete the day’s schedule.
The final will also feature the first-ever half-time show, with curated performances by Coldplay frontman Chris Martin in partnership with Global Citizen.
Also included in the line-up are Madonna, Shakira, Justin Bieber and BTS as co-headliners, alongside Burna Boy, conductor Gustavo Dudamel, the PS22 Chorus, Coldplay, and appearances from characters including Sesame Street and The Muppets.
The entertainment programme is intended to raise awareness for the FIFA Global Citizen Education Fund, marking a significant departure from previous finals, which have traditionally featured only pre-match and post-match performances.
Already, we saw Jennifer Hudson perform 'The Star Spangled Banner', despite the US having been booted out of the competition several weeks ago.
Spain secured themselves a spot in the final after defeating France 2-0 in the semi-finals on Tuesday (14 Jul), having also overcome Belgium, Portugal and Austria in the knockout rounds. Argentina reached the final by beating England 2-1 in a heartbreaking defeat for the Three Lions, following victories over Switzerland, Egypt and Cape Verde.
The build-up to the grand finale has not been without controversy, however. In the days leading up to the final, there was widespread speculation about whether US President Donald Trump would attend, with his expected presence prompting heightened security measures around the stadium before it was confirmed he would attend.
Ticket prices have also been a major talking point throughout the tournament. FIFA faced criticism over its use of dynamic pricing, with standard tickets for the final reaching thousands of dollars and some resale listings climbing significantly higher, prompting complaints from supporters and politicians alike over affordability.
Meanwhile, fans travelling to the stadium have reported lengthy queues amid enhanced security and ticket scanning issues ahead of kick-off. Once the match concludes, attention will turn to the medal ceremony, the presentation of the FIFA World Cup Trophy and the closing ceremony, officially bringing the 2026 tournament to an end.
Rhianna Benson