Official sponsors of the World Cup invest dearly to secure the exclusive rights to gain the exposure and goodwill that is associated with such a major sporting event. In return, the sponsors most certainly expect certain levels of protection and enforcement from FIFA.
FIFA includes a number of terms, conditions and guidelines which help to protect the investment and exclusive rights that are granted to their partners and other licensees of the tournament, which include, amongst others, monitory and action plans on counterfeit merchandise, ambush marketing campaigns and social media activity.
The below article, written by Senior Associate Dr. Robert Dingli and which was published on the 20th November 2022 edition of the Sunday Times of Malta, delineates the measures taken by FIFA to protect and prevent any misuse of the World Cup intellectual property.
Article in full: https://sportsdesk.com.mt/2022/11/20/protecting-the-intellectual-property-of-the-world-cup/