The 2026 FIFA World Cup has introduced a unique solution to address concerns surrounding the tournament’s Man of the Match award, which is sponsored by U.S. beer brand Michelob ULTRA. While the sponsor’s logo normally appears on the trophy, FIFA also provides a logo-free version for players who prefer not to be associated with an alcohol brand due to religious beliefs, age restrictions or personal branding decisions.
According to reports, Michelob ULTRA invested around $110 million to sponsor the award. However, nearly 30% of the trophies presented during the tournament’s first 73 matches have been distributed without the sponsor’s logo. The alternative trophy has primarily been used by Muslim players, footballers under the legal drinking age in the United States, and others who have chosen not to be photographed alongside an alcohol brand.
FIFA said the option is intended to respect players’ religious beliefs and personal preferences, allowing each Man of the Match winner to choose between the branded and unbranded version of the trophy.
The practice is not entirely new. A similar approach was adopted during the 2018 FIFA World Cup in Russia, when Budweiser sponsored the award, and at last year’s FIFA Club World Cup, where Chelsea forward Estêvão Willian received a logo-free trophy because U.S. law prohibits alcohol-related promotion involving individuals under the age of 21.
Several high-profile players have also opted for the neutral trophy as part of their personal commercial strategy. Stars such as Kylian Mbappé and Virgil van Dijk, who have traditionally avoided partnerships with alcohol and betting brands, have chosen to receive the award without the sponsor’s branding.
The initiative highlights FIFA’s effort to balance the commercial value of global sponsorship agreements with the cultural, religious and legal considerations of players competing on football’s biggest stage.