By Arthur Shaffer, Patent & Trademark Attorney at McDowell Rice Smith & Buchanan
As Kansas City prepares to welcome the world cup on an international stage, local businesses should be excited and a little scared. Our city will be one of just 16 North American host cities for what is poised to be the biggest World Cup in history—spanning the U.S., Mexico, and Canada. While the global spotlight will shine on the pitch at GEHA Field at Arrowhead Stadium, businesses across the metro area are already gearing up for the flood of fans, tourism, and opportunity.
But before you name your next special promotion the “KC World Cup Watch Party” or post a hashtag like #FIFAWorldCup2026, there’s something you need to know: FIFA is one of the most aggressive trademark enforcers in the world.
The purpose of this blog is to offer local businesses information on how they can celebrate and benefit from the World Cup excitement—without running afoul of trademark laws. It also draws on guidance from my more detailed article, “Navigating FIFA’s World Cup Trademarks” on The IP Center blog.
The Economic Opportunity — and Legal Risk
FIFA estimates the economic impact of each host city to be up to $480 million. That means more customers, more attention, and more chances to engage a global audience. But that also means increased scrutiny from FIFA, whose trademarks—like FIFA, World Cup, World Cup 26, United 2026, and various logos—are strictly controlled.
FIFA’s trademark rights are enforced to preserve the value of sponsorships. For example, global brands like Adidas, Coca-Cola, and Hyundai pay huge sums to be official partners and sponsors. Allowing unauthorized businesses to use those marks undercuts that value. However, if your business uses a phrase like “World Cup 2026” or FIFA’s logos in promotions without permission, it could be hit with a cease-and-desist or worse—a trademark infringement lawsuit. Not something to celebrate or look forward to.
Lessons from World Cup History
Trademark enforcement around the World Cup isn’t just theoretical. In the past, FIFA has filed lawsuits and shut down unauthorized use of their trademarks from websites like fifa11.com and fifaworldcuptickets.com. In the U.S., FIFA has trademark registrations for “World Cup” and related marks.
During past tournaments, FIFA has required countries to implement special anti-ambush marketing laws to prevent businesses from creating the impression of an association with the World Cup. In some cases, this requires some stadiums to cover up their sponsorship names if they’re not official FIFA sponsors. Yes, even Arrowhead’s name might disappear during the matches unless GEHA becomes an official sponsor for the Kansas City games.
So What Can Kansas City Businesses Do?
You don’t need to use “World Cup” to score big during the tournament. There are many creative and legal ways to connect with fans:
- Use generic or non-trademarked terms like “international soccer,” “global football,” or simply “the tournament.”
- Use hashtags like #Soccer2026, #KC2026, or reference specific matches like #USAvMEX—just avoid any that include “FIFA” or “World Cup.”
- Host events themed around your favorite teams or the culture of participating countries—like a “Taste of the World” menu or “Road to 2026” watch party.
- Promote fan gear that does not use protected marks. You might say “Kansas City Soccer Fever” instead of “World Cup Gear.”
You can celebrate soccer culture, support your local community, and tap into fan enthusiasm without using restricted language or imagery.
When in Doubt, Ask
As a Kansas City trademark attorney, I encourage every business to do their homework before launching a promotion related to the 2026 tournament. The stakes are high—and the risks of infringement can include not only legal costs but also reputational damage. FIFA offers licensing opportunities for official sponsors and vendors, but for most small and midsize businesses, the better route is creative compliance—engaging fans with smart, legal marketing. If you’re unsure about your campaign, seek legal advice before you press “post” or hit “print.”
Final Whistle
The 2026 FIFA World Cup™ will be a once-in-a-lifetime opportunity for Kansas City. Let’s make the most of it—responsibly. By understanding and respecting FIFA’s trademarks, our community can showcase the best of our city while avoiding legal fouls.
Want to know more about what’s off-limits and what’s fair game? Check out my original post on Navigating FIFA’s World Cup Trademarks or contact me directly at ashaffer@theipcenter.com.
Let’s celebrate the beautiful game, Kansas City style—creatively, legally, and proudly.
