As the tournament reaches its decisive stages, digital activity surrounding the event is also increasing — especially among betting companies looking to engage their audiences on social media. However, not every type of association with the tournament is allowed. The use of logos, game footage, soundtracks, and even the official name of the championship may violate FIFA’s copyright and intellectual property rights.
The problem even affects brands that sponsor clubs participating in the World Cup, as this contractual relationship does not automatically grant them permission to exploit the image of the event. According to lawyer Victoria Dias, an expert in Intellectual Property, unauthorized use of these elements may result in severe penalties from digital social media platforms, such as content removal, profile blocking, and even legal actions by the organizing entity.
The FIFA Club World Cup, whose semi-finals begin today (8), drives fanbases, brands, and significant financial movement on a global scale — and the same applies to the digital space.
As betting companies intensify their social media presence during the tournament, a legal issue deserves attention, especially in the B2B sector: to what extent is it permissible to use official images, symbols, and trademarks of the event without infringing copyright and intellectual property?
Even betting companies that sponsor clubs in the tournament must be mindful of copyright. The fact that a betting company sponsors a club does not grant it any automatic rights over the image of the competition, nor over the game broadcasts, or even the use of the name "FIFA Club World Cup™.
This is because the rights over the sporting event as a whole belong exclusively to FIFA, which licenses them to broadcasters, official commercial partners, and authorized media outlets.
Sponsorship of the club is a separate and limited contractual relationship, generally restricted to use of the club's brand, jerseys, and specific promotional campaigns, and always excluding areas involving third-party rights, such as those held by FIFA.
If a betting company, for example, makes a post with the World Cup logo or a clip from the match of "its" club without authorization from FIFA or the licensed broadcaster, this may constitute copyright and trademark infringement, subject to sanctions, content removal, and even legal disputes.
Yes, websites may automatically remove content, take down repeat offender profiles, or prevent monetization of posts.
Understand the sanctions
Using game footage, FIFA logos, official soundtracks, or even the full name of the tournament (FIFA Club World Cup™) without authorization can lead to immediate consequences. Platforms like Instagram, YouTube, and TikTok may automatically remove content, suspend repeat offender accounts, or block monetization of posts.
If the post is commercial or linked to a brand, the risk increases, as it may constitute ambush marketing — when someone tries to promote themselves by associating with an official event without being a sponsor.
FIFA takes a very strict stance on the use of its symbols and broadcasts, and acts quickly to protect its rights, especially during global events.
In addition, Brazil is a signatory to international treaties that oblige the country to respect foreign copyrights and trademarks, such as the Berne Convention (on copyright) and the Paris Convention (on the protection of trademarks and industrial property), which gives legal support to FIFA’s actions within Brazilian territory.
Victoria Dias
Lawyer at Ambiel Advogados. Holds a Law degree from Universidade Presbiteriana Mackenzie and a Postgraduate degree in Intellectual Property, Entertainment, Media, and Fashion Law from ESA/OAB.
