Broadcasts and Promotions Related to the 2026 FIFA World Cup

One of the world’s premier sporting events, the 2026 World Cup, begins on June 11, 2026. The Fédération Internationale de Football Association (FIFA) owns all rights related to the World Cup and diligently protects its World Cup trademarks and copyrights. Broadcast radio and television stations must be cautious not to infringe on these intellectual property rights.

Use of FIFA Trademarks in Marketing or Advertisements

FIFA controls the marketing rights of all official World Cup emblems, trademarks, slogans, mascots, and terminology. FIFA licenses these marks exclusively to its official affiliates and sponsors. Unlicensed use of these marks for any purpose, including in the sale or promotion of any products, goods, or services, is unlawful and could expose a broadcaster and its clients to significant risks, including lawsuits.

If a broadcast station and/or its clients attempt to create an association with the World Cup, they could be accused of “ambush marketing.” FIFA and its official sponsors could have legal claims against the station and/or its clients for trademark infringement, unfair competition, false advertising, and misappropriation of goodwill.

FIFA has the exclusive right to control the marketing of the 2026 World Cup, including use of the phrases “FIFA,” “World Cup,” “FIFA World Cup,” “2026 FIFA World Cup,” and numerous other World Cup-related designations including the official tournament emblem, poster, and mascots (Maple the Moose, Zayu the Jaguar, and Clutch the Bald Eagle). Unlicensed use of these trademarks for any purpose, including in the sale or promotion of any products, goods, or services, is unlawful.

Without the permission of FIFA, these protected words and slogans (and related logos or designs) may not be used in marketing or promotions broadcast on a station or posted on a station’s website:

• • “FIFA”
  • “World Cup”
  • “FIFA World Cup”
  • “FIFA World Cup 2026”
  • “Copa 2026”
  • “Copa Mundial 2026”
  • “Mundial 2026”
  • “Coupe du Monde 2026”
  • “Mondiali 2026”
  • “WM 2026”
  • “Maple”
  • “Zayu”
  • “Clutch”
  • Host city and year (for example, “Seattle 2026”)

Stations may say or print the following phrases in a commercial or promotional context:

• • “Soccer in Canada/Mexico/the United States”/“Football [or Fútbol] in Canada/Mexico/the United States”
  • “The international soccer championship in Canada/Mexico/the United States”
  • “The soccer news from Canada/Mexico/the United States”
  • “The match between the United States and Paraguay”
  • “The Argentina-Brazil rivalry”
  • “The finals in East Rutherford”
  • “The international soccer semifinals”
  • The names of countries represented by teams
  • The names of cities where matches are played

The FIFA Intellectual Property Guidelines contain more information about proper and improper uses of FIFA’s intellectual property.

News Reporting on World Cup Matches

FIFA also holds property rights in the accounts and descriptions of the World Cup and sells the television and radio rights for the matches. FIFA can control the use of information about matches that are ongoing. Once a match has concluded, stations can report the “news” of that match, such as the winner and the score.

FIFA and its officially licensed media outlets have the right to charge a fee for the use of match highlights. A broadcast station needs to obtain consent from FIFA or the appropriate rightsholder before using highlights of any match in a station newscast.

Unauthorized Distribution of World Cup Tickets

FIFA and its authorized agents are the only legal sources for World Cup tickets. Tickets may not be used for advertising or promotional purposes unless specifically authorized by or on behalf of FIFA, which means a station cannot conduct a promotion where tickets to the World Cup are awarded, even if the tickets were validly purchased by the station. If a station is asked to run an advertisement that refers to a World Cup ticket promotion, the advertiser should prove that it has secured the necessary rights to conduct the promotion.

If you have questions about broadcasts or promotions related to the World Cup, contact Scott Pippin in our Media Practice Group.