Today (on June 11), the FIFA World Cup 2026 kicks off, bringing global attention not only to football but also to the complex IP-driven business ecosystem behind the event.

Major sporting events rely on:

  • Broadcasting rights
  • Global sponsorships
  • Trademark licensing
  • Athletes’ image rights

IP is the backbone of the sports industry

These events are powered by intangible assets, including:

  • Official trademarks and logos
  • Symbols and emblems
  • Audiovisual content (copyrights)
  • Athletes’ image rights

The monetization of these assets drives the entire event economy.

The Brazilian legal framework

Brazil has developed a robust legal framework for IP protection in sports, including:

  • Industrial Property Law
  • Copyright Law
  • Pelé Law

The Pelé Law:

  • Protects sports symbols
  • Secures rights over athletes’ names and nicknames
  • Regulates image rights (licensable assets)

Special legal regimes for megaevents

Brazil implemented specific laws for major events:

  • World Cup Law (2012)
  • Olympic Games Law (2016)

These introduced:

  • Recognition of well-known marks
  • Fast-track trademark examination
  • Criminal penalties for misuse

Ambush marketing risks

One of the key legal challenges is ambush marketing, which can take two forms:

  • Unauthorized association
  • Physical or visual intrusion

These practices are regulated to protect official sponsors.

The 2026 World Cup scenario

Unlike Brazil in 2014, the US, Canada, and Mexico have not adopted specific IP regimes for the 2026 World Cup.

However, the core challenges remain:

  • Protecting official trademarks
  • Preventing misuse
  • Ensuring sponsor exclusivity
  • Safeguarding image rights

A modern legal framework

Brazil’s General Sports Law (2023) further strengthens protection by:

  • Criminalizing misuse of sports IP
  • Penalizing unauthorized products
  • Regulating ambush marketing

The World Cup highlights the central role of IP in global sports.

For companies and rights holders, strategic IP management is critical to maximizing value and minimizing risk.

Tavares IP supports companies in protecting and leveraging IP assets globally. Contact us to develop your strategy.