With the 2026 FIFA World Cup set to be the largest tournament in history, businesses across the United States, Canada, and Mexico are preparing marketing campaigns designed to capitalize on the excitement surrounding the event. However, before incorporating World Cup-themed branding into advertisements, promotions, or social media content, businesses should understand that FIFA aggressively protects its intellectual property rights.
FIFA owns an extensive portfolio of trademarks, copyrights, and other intellectual property associated with the tournament, including official names, logos, emblems, trophies, mascots, slogans, and tournament-specific branding. FIFA views these assets as critical to maintaining the value of sponsorships and licensing agreements, and it actively enforces its rights against unauthorized commercial uses.
Why FIFA Protects Its Intellectual Property
Major sponsors pay substantial sums for the exclusive right to associate themselves with the FIFA World Cup. According to FIFA, protecting tournament-related intellectual property is essential to preserving those sponsorship relationships and preventing consumer confusion regarding official affiliations. As a result, FIFA closely monitors commercial activity that may create the false impression that a business is an official sponsor, partner, or licensee.
This type of unauthorized association is often referred to as “ambush marketing,” and it is one of FIFA’s primary enforcement targets. Only FIFA and its authorized partners may use FIFA’s protected trademarks and branding elements, commonly referred to as the “Official Marks.” Businesses or individuals who use identical or confusingly similar marks for commercial purposes without authorization may be engaging in ambush marketing, which is sometimes called “free-riding,” and could face legal action for attempting to capitalize on the goodwill and publicity associated with the FIFA World Cup.
Acceptable Uses: What Businesses Generally Can Do
The good news is that businesses are not prohibited from discussing the World Cup or soccer generally.
For example, a restaurant may advertise that it will show World Cup matches on television. A sports bar may invite customers to watch games together. Businesses may also use generic soccer-related imagery, such as soccer balls, goal nets, or references to international football competitions, provided they do not imply an official relationship with FIFA.
Similarly, social media posts such as “Excited for international soccer this summer” or “Join us to watch the biggest matches of the year” are generally less likely to raise concerns because they avoid protected FIFA branding and sponsorship implications.
Non-acceptable Uses: What Businesses Should Avoid
Problems arise when businesses use FIFA’s protected intellectual property in a manner that suggests sponsorship, endorsement, or affiliation.
For example, a local business should not advertise itself as a “2026 FIFA World Cup Partner” unless it has obtained authorization from FIFA. Likewise, businesses should avoid using official tournament logos, emblems, mascots, trophy images, or other protected FIFA assets in advertisements, promotional materials, merchandise, or websites without permission.
Promotions can also create risk. A retailer running a sweepstakes called the “FIFA World Cup Giveaway” or advertising a “World Cup 2026 Sale” may attract scrutiny if the promotion suggests an official connection to the tournament. Even statements such as “Official World Cup Headquarters” or “Your FIFA World Cup Destination” can imply sponsorship where none exists.
The same principles apply to merchandise. Businesses selling shirts, hats, mugs, or other products bearing FIFA trademarks, logos, or tournament branding without authorization create risk.
Key Takeaway for Businesses
As excitement builds for the 2026 FIFA World Cup, businesses should distinguish between celebrating the event and creating an unauthorized commercial association with FIFA. References to soccer and the tournament in a descriptive or informational manner may be permissible, but using FIFA’s protected trademarks, logos, or branding to promote products or services can create significant legal risk. It is important not to create an impression of being an official sponsor, licensee, or official partner of the tournament or FIFA.
When in doubt, businesses should evaluate whether consumers could reasonably believe that FIFA sponsors, endorses, or is affiliated with the promotion. If the answer is yes or even possibly, consulting intellectual property counsel before launching the campaign may be the safest play.
Score points with customers, not penalties from FIFA. Use general soccer-themed marketing and leave FIFA’s trademarks on the sidelines; otherwise, your promotion could be shown a red card.