On 10 June 2026, African IP firm Adams & Adams published a practical legal guide for brands on World Cup marketing, mapping the trademark and unfair competition risks around major sporting events.

Background

The commercial success of the World Cup depends heavily on official sponsorships. Sponsors receive exclusive rights to associate with the event in return for significant investment, and rights holders monitor marketing activity closely and enforce rigorously. Non-sponsor businesses seeking to capitalise on the tournament must balance leveraging the cultural moment against crossing legal boundaries.

Key Points

The core principle: brands are free to market around football and the enthusiasm for the sport, but cannot market the World Cup itself without authorisation. Unauthorised association is assessed on how an ordinary consumer would interpret the overall impression of the campaign — explicit statements, look and feel, timing and themes can together create a misleading impression of official partnership.

Common risks include suggesting a connection with the event, using protected IP such as event names, logos and slogans, and ambush marketing. The guide draws on case law: in FIFA v Metcash Trading Africa (2009), the Pretoria High Court interdicted 'Astor 2010' lollipops whose soccer imagery combined with South African flag elements created an indirect association with the tournament; in Australian Olympic Committee v Telstra [2017] FCAFC 4, the 'I Go to Rio' campaign was found to suggest Olympic affiliation despite avoiding official branding; and in San Francisco Arts & Athletics v USOC, 483 U.S. 522 (1987), the US Supreme Court upheld the prohibition of unauthorised commercial use of the word 'Olympic'. The Bavaria Beer episode at the 2010 World Cup also shows that organised in-stadium exposure can trigger enforcement even without prominent branding.

The guide also confirms permissible space: celebrating football as a sport, fan culture themes, supporting national teams through general national pride, and athlete endorsements that avoid referring to the tournament are generally acceptable.

Practical Implications

Brands planning campaigns around the 2026 World Cup should screen them against these boundaries before launch: avoid event names, logos and slogans; avoid promotions tied to fixtures or outcomes; use event-related hashtags with caution; and seek legal review for grey-area concepts.

Source: Adams & Adams (original)