2026 World Cup and ambush marketing: legal risks for brands

2026 World Cup and ambush marketing: legal risks for brands

May, 2026

Campaigns linked to the 2026 World Cup require particular attention to intellectual property, advertising and sponsorship rules.

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Our partner Patricia Kaim was interviewed by Revista InformaBTL for the article “Mundial 2026: Mina de oro para las marcas… y campo minado legal para quien quiera hacer Ambush Marketing,” in which she discusses the main legal risks associated with ambush marketing ahead of the 2026 FIFA World Cup.

Patricia examines the challenges brands face when developing campaigns connected to major sporting events, particularly in relation to intellectual property, advertising and sponsorships.

Her analysis highlights the importance of designing commercial strategies that capitalize on the tournament’s visibility without creating unauthorized associations or infringing the rights of event organizers and official sponsors.

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