The 2026 FIFA World Cup is poised to break records, generating tens of billions of pounds in revenue from broadcasting rights, official branding, and experiential marketing. As a result, UK businesses are gearing up to capitalise on the event's massive appeal, but in doing so, they must navigate the complex landscape of intellectual property (IP) infringement laws.
Ben Travers, Partner and Head of IP at [Law Firm], notes that many companies will attempt to associate themselves with the World Cup through 'ambush marketing' tactics, such as themed menus or subtly referenced marketing campaigns. This approach allows businesses to create an association in consumers' minds without paying for official rights, but it also increases the risk of legal repercussions from rights holders.
With ongoing economic challenges worldwide, IP protection is becoming increasingly stringent. Rights holders are expected to be particularly vigilant in safeguarding their substantial investments, which can involve the use of official colour schemes, brand names, or other elements that cause consumers to mistakenly associate a business with the tournament. This mistaken association can undermine the value for official partners and lead to costly legal action.
The growing recognition of IP's value extends beyond major event organisers and sponsors to individual athletes, who are increasingly registering their brands as business assets. Recent examples include UK sports figures Cole Palmer and Luke Littler securing their brands, a trend likely to accelerate during the World Cup. By protecting their IP, these athletes can create long-term revenue opportunities through sponsorships, video game likenesses, and more.
For UK businesses, understanding the nuances of IP law around major sporting events is crucial. As the tournament shines a spotlight on the evolving landscape of intellectual property, its protection, and its role in the global sports economy, companies must be aware of the risks associated with leveraging the World Cup's immense popularity without infringing on official rights.