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World Cup Brand Battles Will Outlast Spain’s Title Victory, Law360
July 22, 2026Partner Dana Gross spoke with Law360 about the intellectual property and brand protection issues that will continue after the 2026 FIFA World Cup, as rights holders seek to protect sponsorship investments and businesses look to capitalize on the tournament’s global visibility.
Dana discussed how brand owners remain vigilant after major sporting events as they work to enforce their intellectual property rights and preserve the value of sponsorships.
“Once a champion is crowned, it doesn’t stop people from trying to market around the tournament, and it doesn’t stop people from trying to monetize the value of their sponsorships they bought,” he said. “You have folks who are trying to cash in, and folks who are circling the wagons.”