Industrial Property in Mexico Prepares for the 2026 World Cup

-Editorial 

With the upcoming FIFA World Cup 2026 FIFA World Cup 2026 getting closer, advertising campaigns, promotions, and commercial strategies tied to this global sporting event are beginning to intensify. In this context, the protection of intangible assets and industrial property rights takes on special relevance for companies, entrepreneurs, and brands, said Mtra. Nathalie Canizales Reyes Nathalie Canizales Reyes, Coordinator of the Master’s in Law program at CETYS Campus Mexicali.

According to the professor, the recent reform to the Federal Law for the Protection of Industrial Property, published this past April, aims to respond to new commercial practices associated with large-scale global events.

The specialist explained that the reform explicitly sanctions conduct capable of creating in consumers the impression that there is an official sponsorship relationship between a brand and a mass-attendance event, a practice known as ambush marketing.

“This reform’s main purpose is to address commercial practices frequently used in large-scale sporting or cultural events and to protect the investments of official sponsors,” she emphasized.

In the case of the World Cup, the CETYS expert noted that the organizing federation protects various distinctive signs related to the tournament, including names, logos, mascots, illustrations, graphic identity, and promotional materials, among others. These elements generate exclusive rights both for the organization and for its official commercial partners through licensing schemes.

However, the academic highlighted that this scenario also represents an important opportunity for local businesses and entrepreneurs seeking to join the excitement generated by the tournament through promotions or themed campaigns.

Nevertheless, she warned that clear legal boundaries must be established to avoid industrial property infringements. The improper use of official distinctive signs or any strategy that falsely suggests a commercial relationship with the event or its sponsors could result in legal sanctions, and any unfounded association implying a link to official sponsors could be considered ambush marketing.

Given this, Mtra. Canizales shared several preventive measures so businesses can participate in World Cup excitement without committing violations:

Avoid using official tournament logos, names, or emblems without authorization.

Do not suggest an official relationship with the event, its organizers, or its official sponsors when none exists.

Use generic references to soccer. Develop original and independent advertising campaigns.

Finally, she explained that although these practices were previously addressed under unfair competition frameworks, the reform strengthens the legal system by more clearly incorporating them as administrative infractions under the Federal Law for the Protection of Industrial Property.

“Everyone can join the sporting celebration, and the challenge for all businesses will be finding the balance between creativity and legal restrictions, avoiding infringement of third-party exclusive rights,” she concluded.