Mascots, slogans and even numbers – how FIFA protects its brand during the 2026 World Cup and what it means for your business

Update: June 2026 – article updated in connection with the ongoing FIFA World Cup 2026 in the USA, Canada and Mexico.

FIFA Trademarks and the 2026 World Cup – What You Need to Know

The FIFA World Cup 2026 is underway. The tournament held in the United States, Canada and Mexico is attracting billions of fans worldwide – and with it comes a marketing frenzy that can cost businesses and creators dearly. We’re not talking about tickets to matches, but about FIFA trademark infringement.

The game is not only played on the pitch. An equally fierce battle is fought in patent offices, courts and digital platforms. FIFA is a powerful organization that manages its intellectual property with surgical precision – especially when the world’s eyes are on football.

Official information about the FIFA World Cup 2026 is available on FIFA’s official website:
https://www.fifa.com/tournaments/mens/worldcup/canadamexicousa2026

Information about the official FIFA World Cup 2026 brand identity and visual branding can be found here:
https://www.fifa.com/en/articles/world-cup-2026-official-brand-unveiled-canada-mexico-usa-celebration

FIFA and Intellectual Property – What’s It Really About?

Every four years the world turns its attention to football, and brands – from global giants to small businesses – try to grab a piece of the media buzz. FIFA doesn’t just organize the World Cup. It’s a powerful structure that manages its intellectual property with great precision and effectiveness. It protects everything: names, logos, slogans, mascots, and even… the years themselves, like „2026”.

In this article, we explain:

• what FIFA protects as a trademark during FIFA World Cup 2026,
• where inspiration ends and legal risk begins for businesses and creators,
• how businesses can legally refer to World Cup excitement – without infringing FIFA’s rights,
• what FIFA’s official intellectual property guidelines say.

What Does FIFA Protect as a Trademark? Concrete 2026 Examples

FIFA doesn’t just register its own name. It protects an entire spectrum of elements identifying its events. During FIFA World Cup 2026, the following are protected:

• FIFA – word trademark (global WIPO and EUTM protection)
• WORLD CUP – word trademark
• FIFA WORLD CUP 2026 – word and figurative trademark
• 2026 – word trademark (the year itself as a protected element!)
• Tournament mascot – figurative and three-dimensional trademark
• Official tournament slogan – word trademarks in multiple languages
• Host country logos: USA, Canada, Mexico in combination with FIFA
• World Cup Trophy – shape as a three-dimensional trademark
• Official colors and fonts of the tournament’s visual identity

FIFA’s Official Intellectual Property Guidelines – Key Principles

FIFA has published an official document „FIFA Intellectual Property Guidelines” (version 2.0, June 2024) that precisely defines the rules for third-party use of FIFA’s intellectual property. Below are the most important takeaways for businesses and marketers.

Source document:
FIFA Intellectual Property Guidelines
Version 2.0 · June 2024 · Official FIFA document
Source: digitalhub.fifa.com/FIFA-World-Cup-26-IP-Guidelines

1. Scope of Protection – What FIFA Considers Its Intellectual Property

According to FIFA’s guidelines, its intellectual property includes:

• Trademarks – names, logos, slogans and graphic elements associated with FIFA and its events
• Copyright – photographs, video footage, and audiovisual recordings from matches and events
• Event image rights – official photographs, graphics and promotional materials
• Data rights – match statistics, results, player data provided by FIFA
• Technical safeguards – passwords, certificates and partner authorization systems

2. What FIFA Prohibits – Red Cards for Marketers

FIFA’s guidelines are unequivocal: without a license, FIFA’s intellectual property cannot be used commercially. Prohibited activities include:

• Using FIFA’s name, logo or trademarks in advertising materials, products and services
• Creating the impression of official FIFA sponsorship or partnership (so-called ambush marketing)
• Selling products bearing FIFA, World Cup or tournament mascot logos without a license
• Retransmitting or distributing match recordings without broadcasting rights
• Registering internet domains containing FIFA’s protected designations
• Using official FIFA graphic materials as backgrounds or decorative elements

3. What Is Permitted – Fair Use and Freedom of Expression

FIFA allows certain forms of reference to its events without requiring a license:

• Reporting and coverage – media and journalists may describe events, quote results and report matches for informational purposes
• Commentary and criticism – expressing opinions about FIFA’s activities is permitted under freedom of expression
• Private and non-commercial use – fans may share photos and videos for personal use
• General football references – using terms such as „World Cup” or „football championship” in a descriptive context, without suggesting a connection to FIFA

4. Ambush Marketing – What FIFA Does Not Tolerate

FIFA pays particular attention to so-called ambush marketing – actions by companies that, without holding a FIFA license, try to associate their product or brand with the tournament. Typical examples include:

• Advertising campaigns with slogans suggesting official FIFA sponsorship
• Organizing „official fan zones” with FIFA identification elements without authorization
• Product packages labeled as „limited edition World Cup collectibles”
• Using tournament imagery (ball, trophy, mascot) in advertisements for non-sponsored products

5. Rights Enforcement Procedures – How FIFA Protects Its IP

FIFA has a comprehensive rights enforcement system:

• 24/7 online monitoring – constant surveillance of social media platforms, marketplaces and websites
• Network of law firms – global network of legal partners in host countries and key markets
• Cooperation with customs authorities – stopping counterfeit goods at borders
• Cease and desist letters – standard procedural first step
• Legal proceedings – FIFA does not hesitate to bring civil lawsuits in multiple jurisdictions
• Platform takedown requests – removal of IP-infringing content from Google, Meta, YouTube, TikTok

The full „FIFA Intellectual Property Guidelines” document is available on FIFA Digital Hub (June 2024, version 2.0).

World Cup 2026 Marketing – Promises and Legal Pitfalls

FIFA actively promotes football and manages its licensing. Typical phrases encountered during FIFA World Cup 2026: „Official fan collection”, „Become an official FIFA partner”, „Feel the excitement of the 2026 World Cup”, „FIFA Approved”.

Warning: without a license, you have no right to use these designations. Even seemingly neutral designations such as “World Cup 2026” or similar references may, in certain circumstances, be considered as suggesting an association with the tournament and may attract the attention of FIFA’s legal department.

FIFA World Cup 2026 – A Red Card for Trademark Infringement

FIFA is very active in enforcing its rights. It acts globally and locally – through law firms, online content monitoring and platform takedown requests (Google, Meta, YouTube, TikTok). During the ongoing FIFA World Cup 2026 tournament, monitoring is conducted 24/7.

It’s easy to receive a „red card” – a cease and desist notice or lawsuit. That’s why it’s important to know what you can and cannot do.

How to Legally Reference the 2026 World Cup in Your Marketing

What you can do legally:

• Use general phrases: „football excitement”, „football world championship”, „the big tournament”
• Write reports, reviews and commentary – under information and press law
• Create original graphics and „football-style” campaigns – without references to FIFA’s registered trademarks
• Reference the tournament atmosphere without using the protected name „FIFA World Cup 2026”

What to absolutely avoid:

• Using the words „FIFA”, „World Cup”, „FIFA World Cup 2026” for marketing and commercial purposes
• Using logos, official fonts, colors or graphic layouts resembling original FIFA trademarks
• Suggesting any connection to FIFA or sponsorship without a valid license
• Registering domains and company names containing FIFA’s protected designations

For IP Practitioners: FIFA’s Trademark Strategy

• FIFA registers its marks as EU trademarks (EUTM), international (WIPO) and national (particularly in the USA, Canada and Mexico)
• It uses defensive marks covering many product classes – even those unrelated to sport
• It relies on well-known trademark protection (Art. 8(5) EUTMR)
• It registers three-dimensional, sound and multimedia marks – trophies, mascots, animations
• It actively uses opposition procedures at EUIPO and conducts online monitoring
• During FIFA World Cup 2026, protection is strengthened in host countries: USA (USPTO), Canada (CIPO) and Mexico (IMPI)

Before launching any marketing campaign related to the tournament, it is advisable to review FIFA’s official intellectual property guidelines and the rules governing the use of FIFA-related designations and branding.

Need Trademark Advice Regarding FIFA?

If you run marketing activities or sell products referencing the 2026 World Cup, it’s worth consulting with a trademark attorney or IP representative. Kancelaria Poraj offers professional advice on trademark protection and intellectual property law – before FIFA gives you a red card.

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Official FIFA Sources Regarding the FIFA World Cup 2026

Official FIFA World Cup 2026 website:
https://www.fifa.com/tournaments/mens/worldcup/canadamexicousa2026

Official FIFA World Cup 2026 brand presentation:
https://www.fifa.com/en/articles/world-cup-2026-official-brand-unveiled-canada-mexico-usa-celebration

FIFA Intellectual Property Guidelines (PDF):
https://digitalhub.fifa.com/m/3567360896991b48/original/FIFA-World-Cup-26-IP-Guidelines.pdf

Frequently Asked Questions about FIFA 2026 Trademarks

Can I use the word „World Cup” in my product name?

The term „World Cup” is registered as a trademark by FIFA when used in connection with football events. Using it in product names or marketing materials without a FIFA license carries significant legal risk. Always consult a trademark attorney before using FIFA-associated terminology commercially.

Where can I get IP advice in Poland?

If you believe your rights have been infringed or want to check whether your marketing activities are safe, contact a patent attorney or legal counsel specializing in intellectual property law. Kancelaria Poraj offers professional trademark and IP advice.

About the authors: Article written by trademark attorney Anna Cybulka and Uladzimir Cybulka – experts in intellectual property law and brand protection strategy. Originally published on annacybulka.com.

Artykuł FIFA Trademarks During the 2026 World Cup – What You Need to Know pochodzi z serwisu Poraj Kancelaria Prawno-Patentowa.