Can’t say that: See FIFA’s strict trademark rules ahead of World Cup in KC
The FIFA World Cup is supposed to be a grand opportunity for local businesses in Kansas City to thrive this summer. With that being said, there are some rules they need to follow if they want to be in good standings.
The KC2026 Community Activation Playbook gives people an idea for what people can expect for Kansas City when the World Cup rolls around, including rules to look out for.
Some of the more noteworthy rules are related to FIFA’s licensing. One that stands out in particular is that you cannot use the words “FIFA,” “FIFA World Cup” or “World Cup 2026” if you are not an official partner with the international group.
For example, let’s say a bar in Kansas City is hosting a watch party for a World Cup match. They cannot promote it as a “FIFA World Cup watch party,” as that would go against guidelines. You’d have to promote it differently, such as using different terms like “soccer match” to avoid trademark violations.
Here are some examples of acceptable promotion during the World Cup, according to KC2026:
- “Experience global soccer/football excitement this summer in Kansas City!”
- “Visiting Kansas City for the tournament? Come celebrate/watch with us!”
Here’s examples of unacceptable promotion during the World Cup:
- “Watch FIFA/FIFA World Cup/World Cup matches here”
- “The closest restaurant/bar/hotel to the FIFA World Cup™ stadium”
Businesses can use the flags and colors of countries participating in the tournament. They can also share the match schedule in KC for informational use only. Soccer-themed events are also allowed, as long as the FIFA branding isn’t being used.
Using FIFA and host city logos without authorization is prohibited. That includes creating lookalike branding that mimics the FIFA brand. The FIFA World Cup trophy and the official emblem for the World Cup fall under FIFA’S intellectual property.
Why is FIFA being strict with branding?
Long story short, money. FIFA said that it works to protect its brand to secure the revenue streams that support its medical, technical, educational and other social development initiatives, as well as the FIFA men’s, women’s and youth competitions.
The naming rights regulations even apply to the host stadiums. Arrowhead Stadium, home of the Kansas City Chiefs, will be referred to as Kansas City Stadium during the World Cup. That was part of the deal to lock in KC as a host city. The GEHA signage will also be covered during tournament play.
Fifa’s intellectual property is reserved exclusively to FIFA Partners, Affiliates, FIFA World Cup Sponsors and FIFA World Cup Tournament Supporters. FIFA World Cup 2026 host city supporters and promotional affiliates, as well as host city government stakeholders are also included.
