In the run-up to the World Cup matches at Levi's Stadium in Santa Clara, California, the named sponsor of the stadium was asked by soccer's global organization FIFA to cover up signage on the building's exterior because the jean maker was not an official sponsor of the event.
Levi's followed directions. But the white tarp it used to cover its name on the side of the stadium was shaped in a way that mimicked the company's actual logo, turning a brand blackout into a viral marketing ploy leading up to the tournament.
Though the 2026 World Cup has ended with Spain winning it all, the marketing battles will live on. Intellectual property attorneys told Law360 that there will still be spats in the days, weeks and months ahead as companies and individuals seek to capitalize on the global event.
FIFA's playbook when it comes to policing its brand is spelled out in a 28-page document, titled FIFA Intellectual Property Guidelines. In it, the organization provides specific examples of what would be considered infringement, and what is in the clear.
If a fan uses FIFA's IP in a social media post, that's usually fine, according to the document. But a business using FIFA hashtags to try to draw attention to their company would infringe.
Duane Morris LLP partner Christi Campbell, the vice chair of the firm's intellectual property practice, said it's important for FIFA to crack down on would-be infringers to show current and future partners that the massive investment to sponsor future games is worthwhile.
"What they want are lucrative deals for exclusivity," Campbell said. "It's going to be easier for them to sell a sponsorship or endorsement deal or partnership with a brand based on how tightly they protect the brands that sign up with them."
Campbell noted that FIFA is perceived as tightly controlling the use of its brand and has been "appropriately proactive" about creating brand guidelines in a way that could be useful for other companies and industries.
"They have structured and set up a framework around brand enforcement," Campbell said. "It's a good model for other brands who are looking to create that kind of framework to protect their brands."
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