World Cup 2026 Raises Trademark Protection Challenges

Carla Coutinho, Legal Assistant in the Intellectual Property Department of ARIAS Panama presents this article on how the 2026 World Cup in Panama will significantly increase brands’ exposure to counterfeiting activities and the unauthorized use of protected assets.

Behind the excitement of the 2026 World Cup, another important match is being played: the protection of trademarks against counterfeiting and the unauthorized use of intellectual property assets. The 2026 FIFA World Cup not only represents one of the most significant international sporting events, but also a major commercial opportunity for companies involved in sports, advertising, entertainment, and consumer goods. The high demand for jerseys, accessories, promotional items, and products associated with national teams and official sponsors generates substantial economic activity across both physical and digital markets.

However, alongside the positive commercial impact generated by events of this scale, significant intellectual property challenges also arise. The increase in the commercialization of World Cup-related products is often accompanied by a rise in counterfeit merchandise, unauthorized use of registered trademarks, and improper exploitation of intangible assets by third parties seeking to benefit from the recognition and prestige of well-established brands.

In Panama, this situation takes on relevance due to the country’s strategic position as a regional logistics and commercial hub. Its maritime, air, and land connectivity, together with the volume of operations that transit daily through ports, free trade zones, and distribution centers, make Panama a key point for the movement of goods throughout Latin America and the Caribbean.

Precisely because of this commercial dynamic, the increase in products linked to the 2026 World Cup may also lead to greater risks related to the importation, transit, and commercialization of counterfeit or unauthorized merchandise. In fact, Panamanian customs authorities recently reported the seizure of counterfeit Panama national team jerseys that were attempting to enter the country. This scenario demonstrates that trademark protection during high-impact commercial events currently requires a broader and more preventive approach, particularly considering the growth of e-commerce.

The Impact of Counterfeiting and Unauthorized Trademark Use

One of the main challenges companies face during international sporting events is the increase in activities related to counterfeiting and the unauthorized use of distinctive signs. These practices include illegal reproduction of logos, trade names, designs, uniforms, and other elements associated with national teams, official sponsors, or recognized brands.

The consequences for rights holders can be significant. First, there is the economic impact resulting from the loss of legitimate sales and the unfair competition generated by illicit products entering the market at lower costs. Additionally, the circulation of counterfeit goods may directly affect a brand’s reputation, particularly when consumers purchase low-quality products, believing them to be official merchandise.

The issue also has implications for consumers and legitimate distributors. In many cases, buyers lack sufficient tools to distinguish original products from imitations, especially when counterfeit goods are promoted through social media, marketplaces, or digital platforms that enable rapid and large-scale commercialization.

Unlike previous years, this problem is no longer limited to physical points of sale or traditionally imported merchandise. The growth of e-commerce has transformed the way many infringers operate, allowing them to market products from different countries through digital channels that are difficult to control immediately.

As a result, companies now face a far more complex environment in which trademark protection requires a combination of legal mechanisms, commercial monitoring, and supervision strategies adapted to both physical and digital commerce.

Preventive Measures and Protection Strategies

Considering this scenario, companies should adopt preventive measures aimed at reducing risks and strengthening the protection of their intangible assets:

• Maintain updated registrations for trademarks, designs, and other distinctive signs before the relevant authorities, as these constitute the legal basis required to pursue administrative, civil, or customs actions against potential infringements. Additionally, companies should consider recording such trademarks with the Intellectual Property Directorate of the National Customs Authority in order to access border enforcement mechanisms capable of detecting and preventing the entry of counterfeit or unauthorized goods.
• Develop continuous monitoring and supervision strategies in digital environments aimed at identifying unauthorized uses of trademarks on e-commerce platforms, social media, and marketplaces. The early detection of infringing posts or profiles of marketing unauthorized products may significantly reduce potential reputational harm to brands.
• Incorporate technological tools that reinforce product authenticity, such as QR codes, security labels, holograms, and traceability systems, which facilitate verification of the origin of goods for both distributors and consumers.
• Finally, it is important to strengthen internal controls within the distribution chain. Training distributors, commercial teams, and sales personnel may contribute to identifying irregularities and detecting suspicious merchandise more efficiently.