FIFA World Cup 2026 Final: Legal Risks Of Ambush Marketing, Unlicensed Viewing Events And Counterfeit Merchandise

• Published date: 20 July 2026
• Subject Matter: Intellectual Property, Copyright, Licensing & Syndication, Trademark
• Law Firm: Olisa Agbakoba Legal (OAL)
• Author: -1 Samuel Sodunke

The FIFA World Cup 2026 is approaching its final stages. Businesses are competing for the attention of the football fans. Restaurants are promoting viewing events for the tournament. Retailers are selling FIFA World Cup jerseys and other souvenirs. Content creators are posting material related to the matches. Businesses are launching competitions, discounts and campaigns related to the World Cup.

These activities can create sales and visibility for the businesses involved. However, they can also create legal risks for those same businesses. The use of tournament materials, trademarks and copyrights without permission, as well as creating the impression that FIFA has approved those campaigns, can lead to legal trouble.

It is not necessary to avoid football-related marketing for your business. However, you should be aware of the legal implications of associating your business with the FIFA World Cup without FIFA's authorisation.

Background: The FIFA World Cup 2026 Final

The FIFA World Cup 2026 started on June 11, 2026, and the competition will conclude at New York New Jersey Stadium in the final match on July 19, 2026.

The final stages of the tournament have triggered rising commercial activities, which include viewing events and merchandise sales, advertising and promotional giveaways and social media marketing efforts.

FIFA protects its tournaments through trademarks, copyright, sponsorship agreements, licensing arrangements and venue-branding rules. The study shows that official sponsors experience declining value from their sponsorship activities because of ambush marketing activities which target their sponsorship agreements.

Organisations which plan to execute their final marketing campaigns need to check their branding strategies and content development, merchandise production and broadcasting plans before starting their campaigns.

1. Using FIFA and World Cup Trademarks

FIFA owns trademarks for the World Cup and its associated elements.

Using these trademarks without permission can expose a business to claims of trademark infringement or passing off. These claims are more likely to succeed if the business uses the trademarks in a way that suggests they are official sponsors or partners of the World Cup.

A business should consider the following questions:

• Does the business use official World Cup names, logos, or emblems?
• Does the advertisement suggest that FIFA endorses the promotion of the business?
• Has the business gained permission or a licence to...