Navigating FIFA's World Cup Trademarks Minefield | IPCenter

2026 FIFA World Cup Trademarks

With less than 2 years until the 2026 World Cup, many businesses are already making plans to market to the millions of viewers and millions of dollars which are arriving in each of the 16 host cities within the three host countries, the US, Mexico and Canada. The 2026 World Cup will be the first FIFA Tournament to take place across three countries. The economic impact to each of the 16 host cities is projected to be as high as $480 million. As a result, many businesses will attempt to target the visitors attending the games in each of the host cities. Many businesses may not realize that FIFA, the organizer of the 2026 World Cup, protects its valuable trademarks including the use of the phrase World Cup. Just like the NFL enforcing its rights to the use of the term “Super Bowl,” anyone using the one of the World Cup Trademarks or any of the tournaments logos or brands could find themselves in hot water if they don’t first get permission. This could include a claim of trademark infringement.

Unauthorized Use of FIFA World Cup Trademarks

In general, the term world cup has been used in reference to global sporting events in which the international participants or teams compete to earn the title of World Champion. While the term is most often associated with the FIFA World Cup, it has also been used for cricket, softball, rugby, hockey, archery, alpine skiing, cycling, fencing, curling and volleyball. Here is a more detailed listing of various world cups.

Even though there is an argument that the term World Cup is generic, it is most often used in connection with soccer, referred to internationally as association football. According to Fédération Internationale de Football Association’s (FIFA) brand guidelines, using the term “World Cup” in advertisem*nts or social media posts without authorization from FIFA is generally prohibited. This includes any direct references to the event, its logos, or slogans. For instance, a business cannot advertise a “World Cup 2022 Party” without obtaining the necessary licensing rights from FIFA. Even using hashtags like #FIFAWorldCup2026 in social media posts is also considered a violation of FIFA’s trademark rights.

FIFA controls use of FIFA World Cup Trademarks

As a result of the large number of visitors to the host cities, many businesses will try to draw attention through use of various terms like “World Cup” in their advertisem*nts and social media posts. Because of the large fan base and associated sales of fan merchandise, FIFA has a history of policing and enforcing its trademark rights. In order to be able to afford the cost of hosting the tournament, FIFA grants certain licenses to various entities to host, broadcast, advertise and promote the 2026 tournament. However, these entities typically only pay for license rights if they can receive exclusivity for the right to use the FIFA branding. If the tournament brands were not protected and anyone could use them, the entities would refuse to pay the license fees and FIFA wouldn’t be able to organize the tournaments.

Official World Cup Partnerships

Even though FIFA has limited commercial use of the World Cup trademarks, fans can freely repost social media content, retweet or use the official FIFA hashtags as long as the use is without any commercial benefit. However, the official use the FIFA brands for commercial benefit is reserved to official partners, sponsors, and regional sponsors of FIFA which are generally those who have entered into agreements with FIFA, in order to receive the trademark rights to use the FIFA brands in exchange for the payment of sponsorship fees. For example, companies like Adidas, Hyundai and Coca-Cola, which are official FIFA partners, can legally use the FIFA logos and names in their advertisem*nts. Other companies, like Budweiser and McDonald, which are official FIFA World Cup Sponsors can also use the FIFA World Cup logos. Certain Host Committee, City Supporters and Donors will also be able to use certain host city logos, as approved by FIFA. Some entities will receive the right to develop, manufacture and sell products bearing the official FIFA World Cup marks as Official Licensed Products.

Swiss Federal Supreme Court Ruling

In a notable trademark lawsuit between PUMA and FIFA, the Swiss Federal Supreme Court ruled that certain trademarks referring to the 2022 World Cup had to be removed from the Swiss trademark register because they were not distinctive. Specifically, the Swiss court found that FIFA’s QUATAR 2022 and WORLD CUP 2022 trademarks were descriptive and devoid of distinctiveness and thus belonging in the public domain. The court also believed that adding a graphic element like a generic sports ball did not add any distinctiveness. Based on the Swiss Court’s ruling, no entity has the ultimate right to register the name of a sporting event associated with a date as a trademark, because of (1) its descriptive character as far as the organizer is concerned, and (2) its misleading character for third parties.

Creative Alternatives for World Cup

While direct use of the term “World Cup” may be limited, many businesses will still be able to engage with the tournament attendees through creative alternatives that do not infringe on FIFA’s World Cup trademarks. For example, using generic terms like #soccer, #Brazil, or #USvPOR can help businesses target football fans without violating FIFA’s trademarks. Additionally, promoting events around specific matches or players, without using protected marks, can also be an effective strategy.

Domain Name Disputes

FIFA has also been involved in numerous domain name disputes to protect its World Cup trademarks when used in connection with websites. For example, in one instance FIFA sued a Korean website owner of the use of a domain name for <fifa11.com>. Based on the dispute, where the domain owner did not respond, FIFA World Cup trademarks were found to be protectable, based in part on the FIFA World Cup and the license to EA Sports for the annual FIFA licensed video games. Based on the uncontested evidence, the similarity of the domain name fifa11 with FIFA’s trademarks, including the name FIFA followed by either a two or four digit number representing the year of the relevant tournament, that the use of a domain name was confusingly similar to FIFA’s trademark and that the Korean website owner had no legitimate rights to use it.

From a brief search, it appears that FIFA has instituted over 98 domain name disputes, including disputes over domain names such as fifawc26.com, fifaworldcuptickets.com, fifaplus.com, fifa2022.com, fifa11.com, fifaworldcup2010.com and worldcup2011.com.

Ambush Marketing

Another concern for FIFA will be the use of various sponsor names used in connection with each of the stadiums in the 16 host cities. This is typically referred to as ambush marketing, where businesses attempt to create an association with the World Cup without being official sponsors of the tournament. FIFA has a long-standing policy of only allowing the use of a business when the business has paid a license directly to FIFA. For example, in many of the stadiums which will be used for the 2026 World Cup games, the stadiums already have an established sponsor which is to be used when referencing the stadium. For example, when the soccer games will be played in Kansas City, they will be played at the GEHA Field at Arrowhead Stadium. However, unless GEHA Field agrees to pay FIFA to be a World Cup sponsor, FIFA won’t allow the sponsored name to be used. FIFA rules typically require that unless the sponsors pay to be a FIFA sponsor, their names will need to be covered up and not referred to during game broadcasts. FIFA typically requires that when countries agree to host the World Cup games, they have to introduce special anti-association laws to prevent such practices. These laws go beyond traditional trademark protections, prohibiting any advertising that creates an unauthorized association with the event.

FIFA World Cup Trademarks

In connection with the 2026 World Cup there are over 98 World Cup Trademarks for a variety of terms including:

FIFA
WORLD CUP
FIFA WORLD CUP
FIFA CLUB WORLD CUP
FIFA TOTAL FAN EXPERIENCE
WORLD CUP 2026
WORLD CUP 26
FIFA WOMEN’S WORLD CUP
USA 2026
CANADA 2026
MEXICO 2026
UNITED 2026
MUNDIAL 2026

According to FIFA’s branding guide, there is even an official typeface (FWC 2026) which was specifically created for the 2026 World Cup Tournament. In addition, to the above word marks, FIFA has a number of US design related trademarks corresponding to the 2026 World Cup tournament and the various World Cup games in the 16 host cities, including:

Navigating FIFA's World Cup Trademarks Minefield | IPCenter - KC IP Attorney (2)

Navigating FIFA's World Cup Trademarks Minefield | IPCenter - KC IP Attorney (3)

Conclusion

The use of the term “World Cup” in advertisem*nts and social media posts is likely to be regulated heavily due to its trademark status and the economic value the marks may have. Unauthorized use can lead to significant legal consequences, including trademark infringement suits. Businesses must navigate these restrictions carefully, either by obtaining the necessary permissions from FIFA or by employing creative marketing strategies that do not infringe on FIFA’s trademarks.

Contact us if you have questions or would like to better understanding the legal implications surrounding the 2026 FIFA World Cup.

Navigating FIFA's World Cup Trademarks Minefield | IPCenter - KC IP Attorney (2024)