Q: Advertisers want to use the term “World Cup 2026” to promote their products and events.  Should we allow that, or do they need permission to use the term?

A: Advertisers need permission to use the term “World Cup 2026” because the term is protected by trademark. News coverage about the World Cup is not similarly limited. 

The Fédération Internationale de Football Association (FIFA) in Zürich,  Switzerland is the organization responsible for the international soccer tournament.   FIFA has registered several trademarks with the United States Patent and Trademark Office  related to the World Cup Soccer Tournament. The trademarks relate to a very broad category of commercial products including food, beverage, novelty items like t-shirts, caps and banners as well as other categories of products. The owner of a registered trademark has the right to control use of the term and can pursue legal action for unauthorized use. FIFA has aggressively defended its trademarks in other jurisdictions and could similarly pursue unauthorized uses in the United States.

PNA advises news organizations to treat the term “World Cup” the same as terms like “Superbowl”, “March Madness” and other sports-related trademarks: do not use it in advertising or marketing materials unless the advertiser has verifiable permission from the trademark holder.  

Newspapers can suggest alternatives including specific match names like “France v. Morocco,” phrases that support specific countries involved in the tournament, or cities hosting a game. 

As always, this is not intended to be and should not be construed as legal advice.  Please consult your news organization’s private attorney or the PNA Legal Hotline at (717) 703-3080 with questions.