Recht·IE Forum·21 mei

Advertising for the 2026 and 2027 World Cups – Getting ready for the big event

It's now just a few months until June, when the 2026 Men's World Cup will be held across three countries for the first time: the USA, Canada and Mexico. The Women's World Cup will follow next year in Brazil. For official tournament sponsors and FIFA partners, the World Cup is a magnet for publicity. However, such official partnerships are open to only a select few companies. Anyone wishing to capitalise on the hype surrounding the World Cup should carefully check whether their advertising is legally permissible: Trade mark law, competition law and, where applicable, local laws in the host countries, as well as FIFA regulations set limits on how the event is allowed to be referenced in advertising, and violations can quickly prove costly.