Fifa has relaxed its longstanding protocols surrounding the handling of the World Cup trophy during the 2026 tournament, allowing a wider range of individuals, including celebrities and paying spectators, to access the pitch for the trophy presentation. This marks a departure from previous rules that strictly limited contact with the trophy to former World Cup winners and heads of state.

Following Spain’s victory over Argentina in the final, both actor Javier Bardem and tennis star Carlos Alcaraz were photographed holding the trophy on the pitch. Additionally, some members of the public who purchased exclusive access tickets reportedly were also permitted to be on the field during the trophy ceremony.

According to Fifa’s official regulations, the original World Cup trophy is one of the most recognizable sports icons and is to be touched only by a select group of individuals, primarily past champions and national leaders. However, the 2026 tournament introduced a new tier of all-access tickets, priced at approximately $150,000 (around £112,000), which included a unique opportunity to be present on the pitch as the trophy was presented.

One purchaser of such a ticket, American restaurateur Jack Goldburg, posted a video online detailing the experience. He described high-end hospitality during the match, including lobster and oysters served in the stands, interactions with celebrities such as singer Shakira, and unprecedented behind-the-scenes access after the final whistle. Goldburg’s video emphasized the highlight of the evening: being taken underneath the stadium and onto the pitch to witness and celebrate the trophy ceremony firsthand.

Fifa’s decision to monetize this access contrasts with concerns raised after the 2022 World Cup final, where the presence of chef Nusret Gökçe, known as Salt Bae, handling the trophy on the field generated criticism. Despite such controversies, the governing body appears to be capitalizing on the tournament’s star power and commercial potential by expanding the group allowed near the trophy during its most high-profile moments.

This shift in protocol has generated a mix of reactions, with some observers viewing it as a commercialization of a sacred sporting tradition, while others see it as an innovative way to enhance the fan experience. Fifa has not released an official statement explaining the change but has embraced celebrity involvement and premium ticket packages as part of its broader strategy for the 2026 World Cup.