FIFA sells 2026 World Cup final turf fragments for up to 2,240 euros

For RMC Sport, Matthieu Lamoureux, a specialist in marketing, advertising, and consumer trends, analyzes the 2026 World Cup from an advertising perspective. And there are some serious clients.

While FIFA had already commercialized everything possible during this 2026 World Cup — from cooling breaks to ubiquitous sponsorship and the introduction of a "halftime show" during the final — the international federation has just revealed its latest business idea: selling the turf of the final.

After sky-high ticket prices, surcharged public transport, collector jerseys in host city colors, and countless VIP experiences, FIFA has found a new way to touch the hearts and wallets of football fans — especially those who cannot attend in person.

On July 19, when Argentina or Spain lifts the trophy, the pitch at MetLife Stadium (renamed for the competition as "New York New Jersey Stadium") — usually artificial turf but real grass these past weeks — will not end up in the trash. It will be cut into thousands of pieces — 8,104 to be exact — cast in resin and sold to fans worldwide.

An Unprecedented Souvenir in the Competition's History

It is common to see players cut a piece of the goal net after a final victory, or for American franchises to sell fragments of turf or parquet after historic events. Sotheby's, for example, auctioned two pieces of Madison Square Garden parquet, measuring 1.20×2.40m, used during Games 3 and 4 of the NBA Finals won by the Knicks. Each sold for over $100,000 (more than €87,000).

However, this is a major first in World Cup history; FIFA had never before commercialized this sporting tradition. It is also a first in terms of scale: cutting a 105x64m pitch into 8,104 fragments, casting them in resin, and shipping them across multiple continents will certainly be no small feat.

This souvenir of the final is already on sale on FIFA's official store. According to the product description, these pieces of turf will be presented in a transparent acrylic block and accompanied by an authentication video on a USB key.

The standard case in which FIFA will present the pieces of turf from the 2026 World Cup final © FIFA

Each piece will be engraved with the official 2026 World Cup logo, the stadium name, the match date, and the final score. For fans of Spain or Argentina, it is hard to imagine a more symbolic souvenir: owning a real piece of the pitch on which their team may have won its second or fourth World Cup. The only downside for Argentine fans: shipments are currently only planned for the United States, the United Kingdom, or Europe.

FIFA did not stop at a single version. Four editions are offered:

• Standard Edition: €390 ($450)
• Premium Edition: €675 ($900)
• Signature Edition: €895 ($1,200)