Fans' eyes have been glued to the action on the pitch as World Cup stars like Erling Haaland, Kylian Mbappé, and England's very own Harry Kane light up the tournament. But away from the excitement of the game, these football legends face a daunting challenge – navigating the complex web of commercial regulations imposed by FIFA.
The governing body holds all the aces when it comes to broadcasting rights, footage, photographs, and official marks. Official partners and media rights holders are the only ones allowed to cash in on World Cup content, leaving players bound by contract to abide by these rules. It's a stark reminder that even football's biggest names can't escape the commercial constraints of the beautiful game.
While players retain ownership of their personal brands and image rights, they're forbidden from using their World Cup participation to promote products without FIFA's express permission – a rule eerily reminiscent of the IOC's "Rule 40" principles that govern athlete endorsements during the Olympics. It's a minefield that even the most seasoned pros can struggle to navigate.
The involvement of national associations adds another layer of complexity, with The FA in England and other participating nations jostling for content featuring their stars. Brands like Marks & Spencer, a partner of The FA, will want to feature England's top players – Kane, Bellingham, Saka, and Rice – prominently in their campaigns, further complicating the commercial landscape.
For brands not in cahoots with FIFA, it's a delicate balancing act. To avoid trouble, they must use generic sportswear, exclude club crests and stadium imagery, and steer clear of all FIFA IP. Some are playing it safe, limiting activations to non-matchdays or avoiding the tournament window altogether, while others take a more brazen approach – willing to risk the consequences for the sake of a winning marketing strategy.