Brand Battle: Ambush Marketing and World Cup Sponsor Rights, Sports Litigation Alert

Partners Brandon Smith and associate William Scoville co-authored an article for Sports Litigation Alert about ambush marketing surrounding the 2026 FIFA World Cup and the legal tools available to protect exclusive sponsorship rights.

The authors explained how trademark law, false association claims, clean-zone policies, and contractual protections can help rights holders and sponsors address unauthorized tournament-adjacent marketing. The article also outlines considerations for nonsponsors seeking to participate in the conversation around major sporting events without implying an official affiliation or running afoul of event-specific restrictions. 

Read the full Sports Litigation Alert article >>