During the World Cup, businesses engage in fierce competition to attract customers. We see numerous commercials decorated with soccer balls, flags, screens, and banners to promote their establishments within the World Cup context. But this year is different. Have you noticed that not all businesses display the official logo of the 2026 football tournament, much less its slogan, or that some brands, slogans, or words associated with this sporting event have been replaced?
The World Cup and intellectual property rights
Intellectual property (IP) rights are granted to creations produced by the human mind such as artistic, literary and academic works, inventions, symbols, computer programs, trademarks and trade signs.
In this context, the official brand of the football championship is protected regarding the use of its trademark, as its winning strategy is to invest in protecting its intellectual property. FIFA created a guide that explains how to interpret its rights, how its sponsors should act, and the usage policies. This resource allows for determining the correct use of its brand through certain parameters that the governing body of football has established as rules.
What mistakes should you avoid during the World Cup season?
Any activity outside the guidelines outlined in the official document could easily lead to penalties, with financial or legal consequences. In this context, the use of logos, words, titles, symbols, and other elements related to the tournament and its official brand is prohibited and will result in a penalty
In fact, on this blog we have been careful in how we use certain terms related to the tournament. Although FIFA guidelines restrict the use of its trademarks for advertising or commercial purposes without authorization, they can be mentioned in informative, journalistic, descriptive, or academic contexts.
If you plan to leverage the World Cup buzz in your communications, first review the rules of the game. Understanding the scope of intellectual property will help you avoid penalties and enjoy the football festivities within the established limits.
The World Cup case demonstrates that intellectual property is a fundamental tool for protecting and managing high-value assets. This same logic applies in academia, where research, technological developments, works, and innovations can benefit from an appropriate knowledge protection and management strategy.
CEDIA creations and assets intellectual propertygenerated by the academic community, including distinctive signs such as trademarks, trade names, slogans, and other elements that make up the identity of university projects, laboratories, services, ventures, and spin-offs. These elements allow for the identification, differentiation, and positioning of these initiatives, strengthening their reputation and the value they generate for higher education institutions and society. Furthermore, CEDIA supports initiatives such as the Registra Fund, which facilitates access to resources for protecting research results, and the National Invention Fair, a space that promotes the recognition and visibility of innovative talent generated within academia.
Because, just as with major sporting events, protecting knowledge is also a way to ensure that its value can grow, be transferred, and generate a greater impact for society.
Don't wait for a foul to happen to pull out the red card, and enter the game like the greats.