How successful were FIFA and its sponsors at protecting their brands during the World Cup?

Published 13 August 2014 | Authored by: Poonam Majithia

This article reflects on how successful FIFA and its sponsors were at protecting their brands during this year’s FIFA World Cup. It also looks at the extent to which non-sponsors were able to mobilise the online population behind their clever campaigns.

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2014 FIFA World Cup Brazil | Ambush Marketing | Brand Protection | FIFA | Football | Intellectual Property | Sponsorship | Trade Mark | World Cup

About the Author

Poonam Majithia

Poonam is a trainee solicitor in the intellectual property team at CMS Cameron McKenna. As part of her training contract, she spent six months on secondment to the firm's Rio de Janeiro office in Brazil. Prior to joining CMS, Poonam worked at Amazon, eBay and The Economist where she gained experience in various aspects of media and digital media law, intellectual property, technology, and commercial contracts.