In the context of World Intellectual Property Day 2026, which focuses on the relationship between innovation, sports, and intangible assets, football once again stands out as one of the most relevant arenas for analyzing how intellectual property impacts business.
Within that universe, no event commands more attention, or more legal risk, than the FIFA World Cup.
A highly protected global event
Each edition of the tournament draws massive audiences and large-scale advertising investments. FIFA exercises strict control over the use of its protected assets, including:
- Registered trademarks (official names, logos).
- Visual elements (trophy, mascot, brand identity).
- Exclusive commercial rights (sponsorships, licenses).
This ecosystem makes the World Cup a legally sensitive environment, where any unauthorized use can lead to disputes, sanctions, or reputational damage.
Ambush marketing: visibility without rights (and with risks)
Given the high barriers to becoming an official sponsor, many companies turn to ambush marketing strategies: campaigns designed to capitalize on the event’s visibility without holding official rights. These practices often appear as:
- Packaging or advertising with visual references to the tournament (balls, colors, similar aesthetics).
- Indirectly linked promotions (ticket giveaways, travel, experiences).
- Use of suggestive phrases, such as “Experience the thrill of the World Cup.”
- Digital or social media content implying sponsorship or commercial ties.
While not all such actions are automatically illegal, the issue arises when they create confusion among consumers about a potential relationship with FIFA or the event.
Trademark infringement and unfair competition
The critical issue is not mentioning football, it’s how the commercial message is constructed. The term “World Cup,” for instance, may be generic in some contexts. However, when directly or indirectly associated with FIFA’s tournament, it may be interpreted as:
- Unauthorized use of a registered trademark.
- Misappropriation of third-party reputation.
- Acts of unfair competition.
This applies even in industries not traditionally linked to sports, such as financial services, retail, technology, or tourism, all of which now seek to tap into the global conversation.
Is it possible to participate without infringing?
Yes, but it requires judgment, not improvisation. Brands can build campaigns around football as a cultural phenomenon, provided they:
- Avoid any protected official elements.
- Do not suggest sponsorship or affiliation with FIFA.
- Develop original messaging that does not depend on the event.
- Assess legal risks in advance with specialized counsel.
A common mistake is assuming that “not using the logo” is enough. The real analysis lies in how consumers perceive the campaign.
Intellectual Property as a strategic asset
Sports demonstrate that intellectual property is a core asset for monetization, differentiation, and brand expansion. Companies that understand this logic go beyond merely avoiding legal risks, they design smarter strategies, build sustainable value over time, and compete with vision and consistency rather than opportunism.
