The 2026 FIFA World Cup™ is drawing to a close, and although Italy did not qualify, it will still be present. The iconic trophy to be lifted by the winning team is, in fact, a creation that is entirely ‘Made in Italy’, crafted by a company that has been combining craftsmanship, design and innovation for over a century: G.D.E. Bertoni.
A family-run business that epitomises Made in Italy
The history of G.D.E. Bertoni dates back to the early 20th century, when the company was founded as an artisan workshop specialising in the production of medals and artistic objects, which were in high demand at that time. Over the generations, the Bertoni family has passed down its expertise, techniques and passion, transforming a small ‘Made in Italy’ artisan business into an international benchmark in the sector of trophies, medals and honours.
The 1960 Rome Olympics: the first major international stage
The breakthrough came in 1960, when G.D.E. Bertoni was chosen to produce the medals for the Rome Olympics. This was the company’s first major international accolade, demonstrating how ‘Made in Italy’ craftsmanship could compete and make its mark on the world’s most prestigious sporting stages. From that moment on, collaborations with major international sporting organisations became a constant feature in the company’s history.
The origins of the FIFA World Cup
The moment that definitively cemented G.D.E. Bertoni’s place in the history of world sport came in 1971. Following the retirement of the historic Jules Rimet Cup, FIFA launched an international competition to design a new trophy for the world football champions. Over fifty specialist studios from around the world took part in the competition. It was Bertoni who won the competition, thanks to the work of the Italian sculptor and goldsmith Silvio Gazzaniga, who was the company’s artistic director at the time. To present the design in Zurich, G.D.E. Bertoni also produced a three-dimensional model – an unusual choice for the time, which probably helped tip the scales in favour of the Italian company.
Since 1974 – the year of the World Cup in West Germany – G.D.E. Bertoni has been crafting the trophy awarded to the winning national team: a true work of art ‘Made in Italy’ in 18-carat solid gold, measuring 36.8 centimetres in height and weighing 6,175 grams.
A partner for major sporting events
Throughout its history, G.D.E. Bertoni has designed and produced some of the world’s most prestigious and recognisable trophies, including the UEFA Cup, the Champions League and the UEFA Super Cup. Over the years, its partnerships with international federations such as FIFA, UEFA, FIVB, World Athletics, the IOC and World Aquatics have cemented the company’s position on the global stage within the sector.
Tradition and innovation
Notwithstanding the international prestige it has achieved, G.D.E. Bertoni continues to uphold a strong artisanal identity, typical of Made in Italy. Handcrafting, attention to detail, high-quality materials and product customisation remain central to the company’s philosophy. At the same time, the company has successfully integrated new technologies and production processes to meet the needs of customers worldwide.
A prime example of Made in Italy excellence
The story of G.D.E. Bertoni demonstrates how a business born of a tradition of craftsmanship can become a leading global brand. From Olympic medals to the FIFA World Cup, the company’s history spans over a century of Italian creativity, expertise and passion.
Today, the company – based in Paderno Dugnano and led by Valentina Losa, the great-granddaughter of the founder, Emilio Bertoni – continues to prioritise quality: a team of craftsmen, designers and skilled workers creates unique pieces for the most prestigious international sporting competitions.
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