The 2026 FIFA World Cup is approaching, and with it comes a new wave of advertising campaigns inspired by the biggest sporting event on the planet. For brands, it represents an opportunity for massive visibility—but also for significant legal exposure, especially concerning so-called ambush marketing.

This topic is not new, but it gains relevance with each edition of the tournament due to the strict stance taken by the Fédération Internationale de Football Association (FIFA) in protecting its intellectual property assets and preserving the commercial exclusivity granted to its official sponsors.

What is ambush marketing?

Ambush marketing occurs when a brand attempts to associate itself with a major event without having official authorization or affiliation with its organizers.

This practice can take various forms, and Brazilian legislation recognizes two main types: by association and by intrusion.

Both aim to gain undue advertising advantage, but they differ in how they are executed—one by attempting to create a symbolic link with the event, and the other by directly exposing brands at official venues without permission.

▪️Ambush Marketing by Association

This occurs when a brand seeks to associate itself—directly or indirectly—with an event or its official symbols without the organizer’s authorization, in this case, FIFA, with the aim of obtaining economic or advertising gain.

This practice misleads the public into believing that the product or service is an official sponsor, supporter, or is endorsed by the event, even without a legitimate link.

Example: campaigns that use trademarks, logos, phrases, colors, slogans, or images that reference the World Cup, suggesting a nonexistent institutional relationship.

▪️Ambush Marketing by Intrusion

This involves the unauthorized promotion of brands or products in official event locations, aiming to attract the attention of the attending audience or broadcast viewers.

The violation occurs when there is an attempt to exploit the physical environment of the competition to gain visibility or an improper association, without any contract or permission.

Example: distribution of promotional items, display of brand-associated images or colors in promotional actions inside stadiums and controlled-access areas, without FIFA’s authorization.

In both cases, there is potential violation of intellectual property rights, as well as infringement of unfair competition and false advertising laws.

FIFA’s asset protection: tight defense

FIFA maintains an extensive portfolio of registered trademarks:

– the name “FIFA World Cup” and its linguistic variations;

– the official tournament logos and emblems;

– the World Cup trophy depiction;

– each edition’s slogans and mascots; and

expressions associated with the event, such as “Copa do Mundo” or “World Cup”.

These distinctive signs are registered and monitored internationally, and unauthorized use in advertising campaigns, products, or promotional actions may result in cease-and-desist letters, legal action, and even immediate suspension orders for campaigns or recall of products that improperly use FIFA’s assets.

Landmark cases: when the dribble becomes a foul

One of the first known ambush marketing cases occurred during the 1970 World Cup, when Pelé stopped at midfield to tie his shoelaces—at which point the cameraman zoomed in on the player. It was later revealed this was part of a marketing stunt by Puma, without official authorization from the event.



Decades later, in 2010, the brewery Bavaria orchestrated the entrance of dozens of female fans dressed in the brand’s colors during a World Cup match in South Africa. This was deemed an improper association with the tournament, as Budweiser—identified by the color red—was the official sponsor and held exclusive rights in the beverage category.



On the other hand, there are examples of so-called moment marketing that show how it’s possible to join the World Cup excitement without violating rights.

Moment marketing: fair play

Moment marketing is the safe alternative for brands that want to take advantage of the excitement generated by the World Cup.

It is based on three pillars:

– Context, not association: tapping into the cultural and emotional environment of the event, without suggesting institutional affiliation;

– Authentic creativity that highlights the brand’s own identity;

– Legal compliance, with prior review of campaigns and advertisements.

This strategy allows brands to legitimately engage with the event atmosphere while respecting legal boundaries and third-party rights.

For 2026, for example, Huggies launched a brilliant campaign: the diaper brand suggests that fans use the tournament excitement as an opportunity to “add one more player to the team,” and thus, nine months later, they can raise the greatest trophy of all—paternity leave during the matches.

A creative and legitimate action, without using any FIFA symbol or trademark.



Final whistle

The World Cup is one of the world’s largest stages for commercial visibility—but also one of the most legally regulated.

With the ramp-up of campaigns related to the 2026 tournament, it is essential that companies and agencies operate with strategic planning and legal support, ensuring that their communication complies with intellectual property, competition, and advertising regulations.