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ARTICLE · 28 APRIL 2026

Key Takeaways: World Cup 2026 - Keeping Campaigns Onside

Lewis Silkin
Lewis Silkin
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Lewis Silkin

Lewis Silkin

Joint managing partners: Jo Farmer, Richard Miskella International offices: Dublin, Hong Kong...

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Brands planning marketing campaigns around the FIFA Men's World Cup 2026 face complex legal risks from ambush marketing regulations, intellectual property protections, and multi-party rights ownership.

United KingdomMedia, Telecoms, IT, Entertainment
Brinsley Dresden
Brinsley Dresden
Alex Kelham
Alex Kelham
Lauren Stone
Lauren Stone
Author LinkedIn connections

We recently hosted a webinar on the legal risks of marketing campaigns linked to the FIFA Men's World Cup 2026 (taking place this summer across the US, Canada and Mexico). Brinsley Dresden (Co-Head, Advertising & Marketing), Alex Kelham (Partner, Sports Law) and Lauren Stone (Managing Associate) discussed ambush marketing, the UK legal framework, the rights landscape and practical clearance tips for brands.

What is ambush marketing?

There is no single legal definition, but it is commonly used to describe activity that interferes with the legal rights that protect an event owner's IP and commercial revenues. It is often grouped into: (1) ambush by association (creating a perceived link without using official marks), (2) ambush by intrusion (visibility at or around the event), and (3) opportunistic ambush (real-time social media/reactive marketing).

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