Brooklyn Journal of International Law


Brand protection is highly sought after by large organizations that seek to monetize valuable intellectual property. At the international level, treaties such as the TRIPS Agreement allow for protection amongst signatory nations. As a leader in the international sports field, FIFA has capitalized on its well-known brand throughout the world through the selling of merchandise and licensing to influential third parties. With the occurrence of the World Cup every four years, FIFA strives to uphold the high revenue it earns through its wide intellectual property portfolio. As the World Cup host country prepares for the tournament, it must abide by FIFA’s stringent regulations, including the requirement to protect the FIFA brand by any means necessary. This Note analyzes the legislative and judicial issues posed through these strict regulations as World Cup host countries are burdened with the task of implementing and amending laws in order to protect FIFA’s brand when the World Cup is in session. This Note examines the most recent World Cup tournaments and how the host countries needed to adapt when facing these challenges, while also comparing the similar challenges faced during the preparation for the Olympic Games. In conclusion, this Note proposes possible solutions to ease the legislative burdens of World Cup host countries while maintaining brand protection for FIFA.