Provisional Measure on the 2027 FIFA Women’s World Cup Enacted: rules on intellectual property, media rights, and marketing

Provisional Measure on the 2027 FIFA Women’s World Cup Enacted: rules on intellectual property, media rights, and marketing

On January 22, 2026, President Luiz Inácio Lula da Silva signed Provisional Measure No. 1,335, which establishes a special legal regime for the staging of the 2027 Fédération Internationale de Football Association (FIFA) Women’s World Cup in Brazil. The measure sets out specific rules aimed at protecting intellectual property, media rights and the commercial strategies associated with the event. To this end, it defines FIFA’s powers as the event organizer, strengthens the protection of its trademarks and symbols, provides for the creation of commercial restriction areas around official venues, and regulates the capture and dissemination of images and sounds, with the provision of civil sanctions in the event of infringement. The impacts extend to companies, media outlets, digital influencers, and merchants.

In the field of industrial property, the measure determines that the Brazilian Patent and Trademark Office (BPTO) shall automatically record the high renown status of FIFA’s official trademarks and symbols, including emblems and mascots, ensuring protection across all branches of economic activity until the end of 2027. As a result, the use or registration by third parties of distinctive signs that reproduce or imitate such elements is prohibited, even outside the sports sector. The Provisional Measure also provides for priority processing of patent and industrial design applications filed by FIFA and its partners, with the aim of expediting the legal protection of official products.

Another relevant aspect concerns the so-called Commercial Restriction Areas. Pursuant to Article 14, the Federal Government, in cooperation with States and Municipalities, shall define exclusive perimeters around stadiums and locations designated for FIFA Fan Festivals. Within these areas, only FIFA and its authorized partners may carry out advertising, promotional activities or the commercialization of products related to the event. Establishments regularly located within these zones may continue their usual activities, provided that they do not associate their brands or services with the World Cup. In practice, the measure prevents thematic promotional actions, the distribution of giveaways or the use of visual elements linked to the event by non-accredited merchants.

With respect to the capture of images, sounds and broadcasting, Articles 16 to 19 confer upon FIFA exclusive ownership of the audiovisual rights to the event, granting it the prerogative to authorize or prohibit any form of recording or transmission. Article 17 establishes that the purchase of a ticket or the granting of accreditation ensures only physical access to the official venues and does not, in itself, confer the right to capture or disseminate images and sounds, which is granted exclusively by FIFA. The restriction also applies to the internet and digital platforms, covering the publication of content by influencers, brands or spectators without authorization.

As a means of reconciling the right to information with commercial exclusivity, Article 19 provides for an exception for so-called image highlights for media outlets interested in their retransmission. FIFA shall make available excerpts of matches and other official events for informational purposes, limited to up to 3% of the duration of the event or 30 seconds per match, with dissemination restricted to news programs and within 24 hours after the match takes place. Access to such content depends on prior written notice to FIFA or to the person designated by it, to be submitted up to 72 hours before the event. In addition, the measure expressly prohibits the use of such content for entertainment purposes, documentaries or the obtaining of economic advantage, including in digital environments.

The civil sanctions regime is set out in Article 20 and applies to both natural and legal persons. Acts considered infringements include, among other conduct, ambush marketing, the public exhibition of matches associated with commercial promotion or subject to an admission fee, the use of tickets to official events for promotional purposes, and the unauthorized reproduction or transmission of images of the matches on digital platforms, including the image highlights provided for in Article 19, paragraph 1. Compensation must cover the damages caused, lost profits and any advantage obtained by the infringer. If the damage cannot be determined, Article 21 provides that the amount of compensation shall correspond to the sum that would have been due for the lawful acquisition of the relevant license, plus interest and a fine.

Finally, as a provisional measure, the text produces immediate effects but remains subject to review by the National Congress for its conversion into law and may be amended during the legislative process.

The Provisional Measure can be accessed via the link: mpv1335

Note: For quick release, this English version is provided by automated translation without human review.