The FIFA World Cup 2026 is expected to generate unprecedented economic impact, with billions in sponsorships, activations and advertising spend. For brands, it represents a once in a generation opportunity. Brands need to consider the legal and sports regulation framework in all country and particularly in Mexico as a key host market with unique legal and commercial dynamics.
Why attend?
Experienced sports marketers know the World Cup’s scale, but 2026 brings unique challenges and opportunities, in general brands need to know what to do and what to avoid.
Furthermore, in Mexico FIFA is tightening enforcement against ambush marketing to protect a record-breaking sponsorship program. The recent reform of Mexico’s Industrial Property Law redefines the boundaries for brands, expanding the scope of infringements such as ambush marketing and strengthening enforcement and sanctions. This creates a new risk landscape, and a strategic opportunity , for brands operating in or targeting this market.
At the same time, brand activation strategies have become more sophisticated, blurring legal and commercial boundaries.
Join us to learn what you can and cannot do, the latest trends to monetize activations safely, how to capture value without legal or reputational risk, and Mexico-specific rules that are our key differential.
SPEAKERS
To explore these topics, we bring together experienced voices:
- Pedro Dávila, lawyer and creator of fan engagement experiences with the Colombian Football Federation, will share advanced strategies and trends in sports commercialization.
- Aurora López-Portillo, Legal Director at ClarkeModet Mexico, will address how Mexico’s reform reshapes trademark use, ambush marketing risks, and the strategic decisions brands must now make.
- Juan Felipe Acosta, Regional Managing Director at ClarkeModet Colombia, will moderate the session, framing key challenges for brands from a trademarks and intellectual property perspective.