Advertising, brands, AI, public viewing: what is allowed?
The 2026 World Cup offers companies plenty of opportunities for creative marketing campaigns, competitions, social media campaigns and public viewing events. At the same time, the legal boundaries are narrow: FIFA’s trademark rights, players’ personal rights, ambush marketing, AI-generated advertising and licensing issues relating to public viewing should be considered at an early stage.
Our handout provides a concise overview of what is permitted in advertising in the context of the 2026 World Cup and where legal risks lie.