As everyone’s aware (or will be soon), the FIFA World Cup 26™ is around the corner, and with it comes the opportunity for brands to get involved with the huge global and national interest and excitement it generates. However, for those who aren’t official sponsors, it’s important to be aware of the restrictions around using FIFA and FIFA World Cup 26 associated logos, emblems, slogans and even official typefaces.

Kick off

The key is to avoid incorporating FIFA’s and the FIFA World Cup 26’s “Official Intellectual Property” into any content you generate.

This is essentially the core branding used around the tournament – some of which is shown below, but FIFA describes it as “a range of brand assets, including logos, words, titles, symbols and other identifiers in connection with the Tournament and FIFA” and even includes the official match schedule and that beautiful golden trophy:

Rules of the Game

To embrace the World Cup without being issued an (expensive) red card by FIFA, stick to generic football or country-related imagery and terminology. This may include:

• generic football imagery;
• generic references to football;
• country names;
• national flags – without implying national endorsement;
• national colours; and
• general expressions of support for participating teams and countries.

Essentially, you can use anything that isn’t part of the FIFA or tournament branding but be aware of third-party rights that are also protected such as unlicensed images, use of identifiable specific players, football shirt designs and team emblems (such as The Three Lions).

It’s a Game of Two Halves

Legitimate editorial reporting on the tournament is permitted so that media organisations, publishers, bloggers, podcasters, and content creators can report on, discuss and comment on the tournament, as long as such activity is genuinely editorial in nature and does not create the impression of a commercial association with FIFA or the tournament.

Any content that utilises the FIFA and tournament branding alongside your own corporate messaging or sponsored content would not be allowed and the following would not be considered editorial content:

• use of official name or logos as a recurring branding element of a publication, website or digital platform;
• incorporation into the overall design, look and feel of a website, microsite or special content hub;
• use in a way that suggests endorsement, sponsorship or approval by FIFA; or
• positioning alongside company logos, sponsorship messages or advertising in a manner that creates an apparent association with the tournament.

A Potential Banana Skin?

Whilst individuals can generally post and re-post images and content on social media containing FIFA’s and the tournament’s branding, this is only allowed where there is no commercial purpose.  Businesses cannot do this and should also not include hashtags such as #FIFAWORLDCUP with their posts in an attempt to increase engagement.

Websites, apps and digital services in general should also be aware of possible pitfalls. FIFA’s guidelines specifically highlight avoiding using the FIFA and tournament branding:

• in domain names, URLs or app names without authorisation;
• in a way that suggests a website, app or digital service is officially connected with FIFA or the FIFA World Cup 26; or
• as part of the visual identity of a digital platform where it could imply endorsement or affiliation.

The Final Score

At the end of the day, to avoid getting on the (off)side of FIFA, steer clear of the official FIFA and tournament branding unless you’re an official sponsor, have permission (from FIFA!) or unless the use is purely editorial.

Don’t create the impression that you’re an official sponsor, licensee or partner of FIFA and/or the tournament, stick to using generic football and country material, and you’ll be sure to win.

The official FIFA Guidelines are available online but please do get in touch if you have any queries about any content or promotions you wish to run around the tournament.

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