Intellectual Property Insights from Fishman Stewart
Newsletter – Volume 26, Issue 14
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IP Scavenger Hunt: FIFA Branding at the 2026 World Cup
By Norm Freda
The Fédération Internationale de Football Association or International Federation of Association Football (FIFA) World Cup is association football (or soccer) at its highest level. It is, however, also one of the most carefully crafted displays of intellectual property (IP) in the world. From FIFA’s own corporate branding to the name of the tournament, the logos, slogans, and on-field elements, nearly every detail, is deliberately designed, coordinated, and – most importantly – protected. Together, these cohesive layers of IP create a unified global brand experience that is instantly recognizable.
Use of a third party’s branding is generally restricted to prevent consumer confusion and to protect the goodwill of the brand owner. Exceptions exist, however, including non-commercial and constitutionally protected educational use.
Our mascot, Finny the fish, is a relative newcomer to Association football and thought it might be helpful to investigate the amazing breadth of this branding bonanza, taking advantage of the protected educational use exception to brand protection. Thus, we’ve assembled a scavenger hunt with some of the most notable branding efforts at the tournament. As you enjoy the matches over the next several weeks, whether it be from the comfort of your own home, at a local bar, or in-person at the stadium, see how many of these protected IP assets you can spot.
Enjoy the matches, and happy hunting!
ITEM #1: The FIFA Corporate Logo
Look for: The standalone FIFA trademark.
IP Insight: The FIFA logo is the organization’s core house mark, used to signal what is officially sanctioned. It is protected across many categories worldwide, and unauthorized use is often challenged because it can suggest false endorsement or affiliation, particularly where consumers may assume FIFA’s approval.
ITEM #2: The Official 2026 World Cup Word marks
Look for: The two versions – “FIFA WORLD CUP” and “FIFA WORLD CUP 26”.
IP Insight: The official 2026 World Cup word mark combines FIFA’s brand with the name of the event itself, creating a highly distinctive identifier. FIFA actively protects the full wordmark but may also seek to protect variants and similar wording that could create a misleading commercial connection.
ITEM #3: The Official 2026 World Cup Emblem
Look For: A stacked “26” overlayed with a trophy and the word “FIFA”.
IP Insight: The official 2026 World Cup Emblem is protected through a combination of trademark and copyright law. This protection can extend beyond exact copies though. Designs with a similar overall look and feel could potentially create legal risk, especially if they could cause consumer confusion.
Bonus Challenge – Host City Logos:
Each host city has its own Host City Logo – a unique variation of the official 2026 World Cup Emblem with a different color scheme and the name of the host city. How many of the Host City Logos have you seen?
ITEM #4: The Official 2026 World Cup Slogan
Look for: The two versions – “WE ARE 26” in a linear arrangement; and “WE ARE 26” in a stacked arrangement.
IP Insight: Though they may seem like simple marketing phrases, slogans can function as trademarks when used consistently across campaigns. Unauthorized use, especially in advertising linked to the tournament, can raise both infringement and unfair competition concerns.
Fun fact: Each World Cup has its own unique official World Cup Emblem and Slogan, which often draw artistic design elements from the host nation (or nations this year).
Bonus Challenge – Host City Slogan:
Several host cities have their own unique variation of the official 2026 World Cup Slogan that includes the host city name in place of the “26”. Did you spot any of these Host City Slogans?
ITEM #5: The Host City Combo Logos
Look for: The unique combo logos made up of i) the official Slogan, ii) the official Emblem, iii) a host city name, and iv) a unique color scheme.
IP Insight: These logos highlight FIFA’s use of a coordinated “family of marks” strategy. While each host city version incorporates distinct colors and local visual elements, they all share a consistent structure built around the official 2026 World Cup Emblem. This approach localizes FIFA’s branding to different markets while maintaining a unified global identity. A strategy like this can strengthen both recognition and legal protection against designs that imitate the overall look and feel.
ITEM #6: The Official 2026 Match Ball
Look for: The Adidas Trionda Pro Ball.
IP Insight: The match ball is protected not just by its name but may also be protected by its distinctive visual design. In some cases, that appearance itself can function as trade dress, meaning that products with similar patterns or layouts could face legal challenge.
ITEM #7: The FIFA World Cup Trophy
Look for: The iconic gold trophy.
IP Insight: The trophy’s shape is one of the most recognizable in the world and is protected around the globe with various trademarks and copyrights. Even stylized or partial depictions used commercially can raise infringement concerns.
ITEM #8: The Official 2026 World Cup Mascots
Look for: The three mascots:
- Maple the Moose
- Zayu the Jaguar
- Clutch the Bald Eagle
IP Insight: Mascots benefit from overlapping protection. They are protected as both creative works and brand identifiers. This allows FIFA to take action not just against copies, but also lookalike characters that evoke the original.
Norm Freda is an attorney at Fishman Stewart and practices in the fields of patent, trademark, copyright law, and litigation. He holds a BS degree in Applied Engineering Sciences from Michigan State University.
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