It's common for brands together with marketing agencies to take advantage of the competition to build marketing and advertising strategies around it — but you have to be careful not to violate FIFA's intellectual property rights.
This World Cup, hosted in Qatar, already has its official sponsors and some rules every brand must observe if it isn't one of them and doesn't want to get sued. These guidelines have been gathered in FIFA's Intellectual Property Guide.
But if brands and marketing agencies want to grab people's attention to boost sales, we'll share what your brand can and can't do in advertising strategies.
Elements protected by FIFA
Before starting to build marketing strategies and campaigns centered on the World Cup, we have to make sure we know exactly what we shouldn't do, so we don't get a straight red card.
There are elements — names, symbols, even typefaces — that FIFA holds exclusive use rights to. So they can only be used for commercial purposes by the Federation and the event's official sponsors.
Some protected elements:
- "FIFA World Cup Qatar 2022™"
- "Copa Mundial de la FIFA™"
- "FIFA"
- "Copa del Mundo" or "Copa del Mundo 2022"
- "Qatar 2022™"
- Official emblem, slogan, or poster
- Official mascot image or name
- Official trophy image
- FIFA brands and logos
The list is long, and some of these expressions can raise a lot of questions, like the use of "2022." But it's better to avoid it entirely than to risk a legal notice.
Bringing creativity to the World Cup
Taking advantage of the championship moment is a good opportunity to stand out, but it takes a lot of creativity. Below, we share some tips for building World Cup strategies and scoring a great goal.
Use the colors of your national team
Using colors is a way to step into the tournament's mood — and, mainly, into the target audience's mood. They can be used on your website or app homepage, on social media graphics, and on promotional materials. The only thing to watch is how to bring those tones into your communication without harming the brand's identity.
Bring all the participating teams into the conversation
Lots of countries take part in the Cup, and advertising campaigns can be used to build promotions aimed at football fans in the target audience.
Use football expressions
Expressions used in football can be explored and used in marketing strategies that want to leverage the event to generate more leads or sales. Expressions like olé, chants, golazo, among others, can be part of creative ad copy, article titles, and social post captions.
The captain's advice: put every piece of material into play
Interactive experiences can pay off in seasonal advertising campaigns, and this is a service marketing agencies can help with. And when we're talking about an event like this, the options multiply. Quizzes with trivia, pages with products curated for fans, and team-building games are just some examples of materials that offer interaction and draw users in.
Whatever you choose when planning an advertising campaign, think about how it will be useful to your persona and how it will contribute to your marketing objectives.
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