In 2026, Mexico, USA and Canada will host the world’s largest sporting event: the World Cup football. For brands, it’s a global stage where visibility is everything—but only those who play strategically and within the rules will truly succeed.
This is a historic opportunity to position your brand in front of millions of consumers. However, it also brings significant exposure to legal, reputational, and financial risks if your campaign isn’t compliant with intellectual property regulations.
Did you know that over $1.7 billion was invested in official sponsorships during the last World Cup alone?
With such high stakes, the protection of trademark rights and other proprietary assets is rigorously enforced. Any company attempting to engage with the event without expert guidance on intellectual property risks infringing on the rights of official sponsors, national federations, or the Football federation itself—potentially facing fines, lawsuits, campaign withdrawals, and lasting reputational damage.
The Fine Line Between Creativity and Infringement
During major sporting events, many brands—often unintentionally—engage in ambush marketing, a practice where they seek to capitalize on the event’s visibility without being an official sponsor. What may seem like a clever and harmless idea can quickly escalate into a legal and reputational crisis if it violates international regulations governing trademarks, symbols, and proprietary rights.
And it’s not just the major sponsors who we are referring to. Companies across sectors—retail, food and beverage, sports, fashion, technology, tourism, entertainment, and e-commerce—frequently plan activations or promotional campaigns around the World Cup. Yet few fully understand the legal boundaries of what they can and cannot do.
There are numerous examples. At the 2010 World Cup, a Bavarian brewery made headlines by sending a group of female fans dressed in orange to a match, resulting in sanctions for violating another beer brand’s exclusive sponsorship rights. That same year, a South African low-cost airline ran an ad calling itself “the unofficial airline of the World Cup,” prompting swift action from the Federation. Even global apparel giants have launched emotionally charged campaigns—like Write the Future during South Africa 2010—to associate themselves with the event without official sponsorship, sparking debate over the limits of such strategies
How to Ensure Your World Cup Campaign Succeeds: What Strategic Brands Do
At ClarkeModet, we partner with global and regional brands to safeguard their reputation and optimize campaign outcomes. We proactively mitigate risks and ensure flawless execution—without legal surprises.
Our portfolio of specialized intellectual property solutions for high-profile events includes:
Creative due diligence
To vet campaigns, slogans, hashtags, and visual assets before launch.
Targeted training
For marketing teams and external agencies on IP compliance.
Rapid response protocols
In case of third-party claims or campaign blocks.
Protection of proprietary assets
Trademarks, jingles, visuals, slogans, co-branding agreements, and contracts with influencers or strategic partners.
Why This Matters Now
Every day without a brand protection strategy is a gamble. The World Cup is fast approaching, and companies that prepare early will avoid costly litigation, secure their rights, and focus on what truly matters: driving business growth.
Your brand deserves to compete at the highest level. That’s why prevention is not just smart—it’s profitable. We protect your investment, ensure your creativity is conflict-free, and enhance your reputation during one of the most-watched events on the planet.
Take this opportunity to review your action plan and fortify your campaigns with expert guidance. At ClarkeModet, we view intellectual property not as a legal formality, but as a strategic lever for growth.
Let’s talk. We’ll help you assess risks, uncover opportunities, and prepare a secure, high-impact World Cup strategy. Schedule a personalized session with our experts.
