It’s fair to say that 2022’s World Cup was a bit of a surprise package; one where the sumptuous theatre of the beautiful game managed to just about outshine – or at least temporarily mask with gilded wallpaper – the widely reported misdeeds of the host regime. It’s great news, therefore, that, this time around, one third of 2026’s expanded tournament is safely ensconced in the hands of a peace-loving nation with sensible, pragmatic leadership at the helm.

With the tournament kicking off on June 11th, fan excitement is on the rise and so too is a positively unstoppable slew of marketing activity. An uptick driven by the knowledge that it represents huge business for UK pubs. During England games alone, we are told to expect a 62% rise in beer sales, equivalent to 3 million extra pints per match, worth nearly £12 million in revenue*. With Scotland also qualifying for the tournament these numbers are set to rise significantly. Put simply, opportunity knocks – not just for an ailing pub sector already hard hit by soaring business rates, VAT, staffing costs, National Insurance, and rising ingredient prices, but for manufacturers of every relevant hue.

Not to be a big fat telltale tit, but I’ve already seen shedloads of brand communications – probably 10 at the last count – that DIRECTLY INFRINGE FIFA’s stringent rules around marketing.  Contravening said rules can lead to SEVERE CONSEQUENCES, including SIGNIFICANT FINES, PUNITIVE LEGAL ACTION and sentencing to 10 years’ HARD LABOUR in a SWISS GULAG.

I made that last one up, but you get the picture. One misstep and Gianni Infantino’s network of goons will be on you like a ton of bricks. Evil has many eyes. Even when it comes to well-meaning advertising placements in the trade press, or HTML communications to a ‘trusted’ network. No such thing. When it comes to marketing around the World Cup, trust no one.

Except that is, your friendly neighbourhood agency – one equipped with the requisite know-how to prevent you straying offside. We’ve done the hard yards, attended the briefings and met the lawyers so you don’t have to. All to bring you this handy compendium of do’s and don’ts.

Do…

  • Use generic football related imagery – players, pitches, balls, and crowds are fine as long as they aren’t tied to official World Cup branding
  • Capitalise on the cultural moment – reference the season, the excitement, or national pride without directly invoking the tournament
  • Lean into fan culture – celebrations, watch parties, supporter passion, and community are all ownable territory
  • Run promotions tied to match schedules – “Happy Hour during tonight’s big game” is very different from “World Cup Happy Hour”
  • Use flags and national colours – supporting a nation is generally permissible; just don’t pair it with protected terms (see below)
  • Be creative with language – phrases like “the biggest tournament on earth” or “football’s biggest month” can capture the moment without infringing

Don’t…

  • Use protected terms – “World Cup,” “FIFA World Cup,” the trophy image, and the official logo are all legally protected
  • Use the official marks, mascot, or trophy – even stylised versions or lookalikes can trigger legal action
  • Imply official partnership – phrases like “proud supporter of the World Cup” or “official drink of the tournament” will have you indicted quicker than a buttered whippet
  • Geo-target ads into host nation exclusion zones – FIFA typically enforces strict ‘clean’ zones around stadiums and fan parks
  • Run ticket giveaways framed around official access – this implies a relationship with FIFA or the organising body
  • Use footage from matches – broadcast rights are tightly controlled; even short clips on social media are risky
  • Dress your campaign in the tournament’s visual language – colour palettes, fonts, and design systems that closely mimic official branding can still constitute ‘ambush marketing’

Stay safe, stay legal. Enjoy the show.

*British Beer and Pub Association

Nick Clancy
Latest posts by Nick Clancy (see all)