The World Cup and brands: what to check before launching a campaign

The World Cup moves emotions, audiences and a great many legal challenges.

Behind every campaign, piece of content or activation there are trademark rights, intellectual property and regulatory limits that companies cannot ignore. That is why, beyond creativity, it is key today to think strategically about how to communicate around major global events without taking unnecessary risks.

A legally sensitive stage

The FIFA World Cup is the biggest stage for global visibility, but for brands, production companies and content creators it is also highly sensitive legal ground.

What needs to be reviewed

• The use of the event’s and its sponsors’ registered trademarks.
• Broadcasting rights.
• The intellectual property in associated content.
• Ambush marketing: associating with the event without being part of it.

Each of these points requires rigorous strategic protection to avoid multimillion-dollar liabilities before launching any campaign or production linked to the tournament.

At Synowiec & Asociados we advise companies and brands on designing communication and industrial property strategies aligned with the regulatory framework of major international events.