As Canada prepares to host FIFA World Cup 2026 matches in Toronto and Vancouver, businesses, fans and event operators are grappling with a range of legal and commercial considerations from trademark and sponsorship restrictions to ticketing and event marketing rules.

Speaking recently with The Globe and Mail and CTV News, Aarij Wasti, partner in Gowling WLG's Sports & Entertainment Group, provided practical guidance on FIFA's intellectual property and licensing requirements, helping businesses understand how to promote World Cup-related events while avoiding the unauthorized use of protected FIFA assets. Aarij also discussed the regulatory framework surrounding host-city controlled areas, sponsorship rights and advertising restrictions, emphasizing that many businesses have less to worry about than they may think.

"I don't think they need to get too tripped up,” said Aarij. “I think even if they've gotten a little too close to the line and there is a conversation with the city or the task force, I don't think it's necessarily going to be a difficult conversation.

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About Gowling WLG's Sports & Entertainment Group

Gowling WLG's Sports & Entertainment Group advises clients across the sports, media and entertainment industries on a wide range of legal and commercial matters. From intellectual property protection, sponsorships and licensing arrangements to event management, broadcasting rights and dispute resolution, our multidisciplinary team helps organizations, rights holders, brands and investors navigate complex legal issues while maximizing commercial opportunities in a rapidly evolving marketplace. Learn more.