Preparations are currently underway to transport the FIFA World Cup trophy in a specially designed case by Louis Vuitton to the New York New Jersey stadium, where the 2026 final will be held between defending champion Argentina and Spain next Sunday. This is the fifth consecutive time the French luxury fashion house has designed the carrying case for the most prestigious prize in football, after the 2010, 2014, 2018, and 2022 editions. The case will feature a golden letter 'V', symbolizing victory, along with the word 'Vuitton' in English on its front, with the brand's signature monogram pattern, and gold-plated brass corner protectors. The interior is lined with beige leather and features a plaque commemorating the partnership between the house and FIFA. Pietro Beccari, Chairman and CEO of the company, said in a statement: 'For more than a decade, we have shared with FIFA a firm commitment to excellence, and a shared belief in the power of sports to inspire and unite people.' Luxury brands have long carved out a place in professional sports, with Tiffany & Co. producing the trophy awarded to the winner of the NFL's Super Bowl, now known as the Vince Lombardi Trophy, since the first edition in 1967, as well as many trophies in tennis, motorsports, and other sports. Meanwhile, Louis Vuitton produces specially designed luxury cases for major Grand Prix races under a ten-year agreement with the Formula 1 World Championship. But there is only one trophy for this global event held every four years, and the trophy is usually kept at the FIFA Museum in Zurich, making the opportunity to design custom cases for it a great honor.