{"id":5459,"date":"2026-05-28T13:02:44","date_gmt":"2026-05-28T11:02:44","guid":{"rendered":"https:\/\/www.abrilabogados.com\/?p=5459"},"modified":"2026-05-28T13:40:59","modified_gmt":"2026-05-28T11:40:59","slug":"fifa-world-cup-and-ambush-marketing","status":"publish","type":"post","link":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/","title":{"rendered":"FIFA WORLD CUP AND AMBUSH MARKETING"},"content":{"rendered":"<p>Conference League, Champions League, Roland Garros, Masters Series, Augusta Masters, F-1, Olympics&#8230; And now, in case anyone hadn&#8217;t already become aware &#8230;, the World Cup organized by FIFA this year in Mexico, Canada and the USA.<\/p>\n<p>The tremendous media projection and popularity between the general consumer is used by their organizers to obtain sponsorship contracts, with which they seek to generate intense advertising activity for the sponsor&#8217;s products and\/or services.<\/p>\n<p>However, there are operators who seek to obtain publicity and visibility on event\u2019s costs without paying any sponsorship fee, relaying on indirect association practices with the event. And this is where potential conflicts can arise, because what means a saving in marketing investment for some, implies a detriment for others as the organizer, who must answer to his sponsor, who has paid a not inconsiderable economic consideration.<\/p>\n<p>In these situations, it is advisable to bear in mind the regulations that would be applicable, their limits and the development of them by the competent courts, varying depending on the territory where the conflict arises.<\/p>\n<p>In Spain, the USA and Canada there is no specific regulation on <em>ambush marketing <\/em>and these cases are addressed through the protection granted by trademarks or the regulation that aims to prevent acts of unfair competition. There are other jurisdictions, such as Mexico, where precisely as a result of the celebration of the World Cup, specific protection rules are developed.<\/p>\n<p>In Spain, as I say, there are not many cases. But I do remember a conflict (one of many they had!) that pitted the Spanish Football Federation against La Liga regarding the 2019 Women&#8217;s World Cup, where, in precautionary measures, the Provincial Court of Madrid considered that there was no <em>ambush marketing<\/em> due to the allusions that La Liga made to the World Cup in a certain advertising campaign in favour of women&#8217;s football. Or, more recently, cases processed (also as a precautionary measure) before the Court of Instance of Trademarks of the EU of Spain, based in Alicante, on the occasion of various marketing actions coinciding with the Olympics that had a certain background of <em>ambush marketing<\/em>.<\/p>\n<p>&nbsp;<\/p>\n<p>The speciality of this type of practice, the lack of specific treatment and the small number of judicial precedents, do not contribute to being able to establish general limits, requiring a case-by-case analysis and very specific knowledge of the subject.<\/p>\n<p>Whether you are the sponsor or organizer of the event looking to protect rights and investments, or a third party seeking to increase the visibility of your products or services during these events within permitted limits, proactive advice is always highly advisable and certainly better than reactive measures. And what better time than now, with the World Cup starting? Okay, I&#8217;ll stop here, as this comment is starting to sound a bit too much like ambush marketing&#8230;<\/p>\n<p><strong> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5458\" src=\"https:\/\/www.abrilabogados.com\/wp-content\/uploads\/2026\/04\/Imagen1-81-223x300.jpg\" alt=\"\" width=\"157\" height=\"211\" srcset=\"https:\/\/www.abrilabogados.com\/wp-content\/uploads\/2026\/04\/Imagen1-81-223x300.jpg 223w, https:\/\/www.abrilabogados.com\/wp-content\/uploads\/2026\/04\/Imagen1-81.jpg 254w\" sizes=\"auto, (max-width: 157px) 100vw, 157px\" \/><\/strong><\/p>\n<p><strong>Fernando Ortega<\/strong><\/p>\n<p>Lawyer<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conference League, Champions League, Roland Garros, Masters Series, Augusta Masters, F-1, Olympics&#8230; And now, in case anyone hadn&#8217;t already become aware &#8230;, the World Cup organized by FIFA this year&#8230;<\/p>\n","protected":false},"author":2,"featured_media":5458,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25],"tags":[],"sector_noticias":[26],"class_list":{"0":"post-5459","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"sector_noticias-general"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FIFA WORLD CUP AND AMBUSH MARKETING - Abril Abogados<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FIFA WORLD CUP AND AMBUSH MARKETING - Abril Abogados\" \/>\n<meta property=\"og:description\" content=\"Conference League, Champions League, Roland Garros, Masters Series, Augusta Masters, F-1, Olympics&#8230; And now, in case anyone hadn&#8217;t already become aware &#8230;, the World Cup organized by FIFA this year...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Abril Abogados\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-28T11:02:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-28T11:40:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.abrilabogados.com\/wp-content\/uploads\/2026\/04\/Imagen1-81.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"254\" \/>\n\t<meta property=\"og:image:height\" content=\"341\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Maria Eugenia Musante\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Maria Eugenia Musante\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/\"},\"author\":{\"name\":\"Maria Eugenia Musante\",\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/#\\\/schema\\\/person\\\/a5a83ec24adf1a6b714586267c5af080\"},\"headline\":\"FIFA WORLD CUP AND AMBUSH MARKETING\",\"datePublished\":\"2026-05-28T11:02:44+00:00\",\"dateModified\":\"2026-05-28T11:40:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/\"},\"wordCount\":483,\"image\":{\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.abrilabogados.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Imagen1-81.jpg\",\"articleSection\":[\"news\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/\",\"url\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/\",\"name\":\"FIFA WORLD CUP AND AMBUSH MARKETING - Abril Abogados\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.abrilabogados.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Imagen1-81.jpg\",\"datePublished\":\"2026-05-28T11:02:44+00:00\",\"dateModified\":\"2026-05-28T11:40:59+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/#\\\/schema\\\/person\\\/a5a83ec24adf1a6b714586267c5af080\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.abrilabogados.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Imagen1-81.jpg\",\"contentUrl\":\"https:\\\/\\\/www.abrilabogados.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Imagen1-81.jpg\",\"width\":254,\"height\":341},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/noticias\\\/fifa-world-cup-and-ambush-marketing\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Abril Abogados News\",\"item\":\"\\\/en\\\/noticias\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"FIFA WORLD CUP AND AMBUSH MARKETING\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/\",\"name\":\"Abril Abogados\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.abrilabogados.com\\\/en\\\/#\\\/schema\\\/person\\\/a5a83ec24adf1a6b714586267c5af080\",\"name\":\"Maria Eugenia Musante\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/dd2d46231cee217787d8b06f452875d20fa86a4e166bda2aa7edce6260ffa87f?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/dd2d46231cee217787d8b06f452875d20fa86a4e166bda2aa7edce6260ffa87f?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/dd2d46231cee217787d8b06f452875d20fa86a4e166bda2aa7edce6260ffa87f?s=96&d=mm&r=g\",\"caption\":\"Maria Eugenia Musante\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"FIFA WORLD CUP AND AMBUSH MARKETING - Abril Abogados","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/","og_locale":"en_US","og_type":"article","og_title":"FIFA WORLD CUP AND AMBUSH MARKETING - Abril Abogados","og_description":"Conference League, Champions League, Roland Garros, Masters Series, Augusta Masters, F-1, Olympics&#8230; And now, in case anyone hadn&#8217;t already become aware &#8230;, the World Cup organized by FIFA this year...","og_url":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/","og_site_name":"Abril Abogados","article_published_time":"2026-05-28T11:02:44+00:00","article_modified_time":"2026-05-28T11:40:59+00:00","og_image":[{"width":254,"height":341,"url":"https:\/\/www.abrilabogados.com\/wp-content\/uploads\/2026\/04\/Imagen1-81.jpg","type":"image\/jpeg"}],"author":"Maria Eugenia Musante","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Maria Eugenia Musante","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/#article","isPartOf":{"@id":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/"},"author":{"name":"Maria Eugenia Musante","@id":"https:\/\/www.abrilabogados.com\/en\/#\/schema\/person\/a5a83ec24adf1a6b714586267c5af080"},"headline":"FIFA WORLD CUP AND AMBUSH MARKETING","datePublished":"2026-05-28T11:02:44+00:00","dateModified":"2026-05-28T11:40:59+00:00","mainEntityOfPage":{"@id":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/"},"wordCount":483,"image":{"@id":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.abrilabogados.com\/wp-content\/uploads\/2026\/04\/Imagen1-81.jpg","articleSection":["news"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/","url":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/","name":"FIFA WORLD CUP AND AMBUSH MARKETING - Abril Abogados","isPartOf":{"@id":"https:\/\/www.abrilabogados.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/#primaryimage"},"image":{"@id":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.abrilabogados.com\/wp-content\/uploads\/2026\/04\/Imagen1-81.jpg","datePublished":"2026-05-28T11:02:44+00:00","dateModified":"2026-05-28T11:40:59+00:00","author":{"@id":"https:\/\/www.abrilabogados.com\/en\/#\/schema\/person\/a5a83ec24adf1a6b714586267c5af080"},"breadcrumb":{"@id":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/#primaryimage","url":"https:\/\/www.abrilabogados.com\/wp-content\/uploads\/2026\/04\/Imagen1-81.jpg","contentUrl":"https:\/\/www.abrilabogados.com\/wp-content\/uploads\/2026\/04\/Imagen1-81.jpg","width":254,"height":341},{"@type":"BreadcrumbList","@id":"https:\/\/www.abrilabogados.com\/en\/noticias\/fifa-world-cup-and-ambush-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Abril Abogados News","item":"\/en\/noticias\/"},{"@type":"ListItem","position":2,"name":"FIFA WORLD CUP AND AMBUSH MARKETING"}]},{"@type":"WebSite","@id":"https:\/\/www.abrilabogados.com\/en\/#website","url":"https:\/\/www.abrilabogados.com\/en\/","name":"Abril Abogados","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.abrilabogados.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.abrilabogados.com\/en\/#\/schema\/person\/a5a83ec24adf1a6b714586267c5af080","name":"Maria Eugenia Musante","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/dd2d46231cee217787d8b06f452875d20fa86a4e166bda2aa7edce6260ffa87f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/dd2d46231cee217787d8b06f452875d20fa86a4e166bda2aa7edce6260ffa87f?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/dd2d46231cee217787d8b06f452875d20fa86a4e166bda2aa7edce6260ffa87f?s=96&d=mm&r=g","caption":"Maria Eugenia Musante"}}]}},"_links":{"self":[{"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/posts\/5459","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/comments?post=5459"}],"version-history":[{"count":2,"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/posts\/5459\/revisions"}],"predecessor-version":[{"id":5461,"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/posts\/5459\/revisions\/5461"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/media\/5458"}],"wp:attachment":[{"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/media?parent=5459"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/categories?post=5459"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/tags?post=5459"},{"taxonomy":"sector_noticias","embeddable":true,"href":"https:\/\/www.abrilabogados.com\/en\/wp-json\/wp\/v2\/sector_noticias?post=5459"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}