Legal Framework on Ambush Marketing in Brazil

As Brazil continues to serve as a global stage for major sports competitions—including the upcoming NFL game scheduled for September 2025 and the FIFA Women’s World Cup in 2027—the country reaffirms its commitment to the protection of commercial rights associated with sporting events.

In this context, the General Sports Law (Law No. 14,597/2023) provides specific legal provisions addressing ambush marketing, aiming to preserve the integrity of events and the investments made by official sponsors and organizing entities.

According to Article 146 of the law, two main forms of ambush marketing are prohibited:

• By intrusion: when brands or individuals promote themselves within the physical or broadcast environment of a sports event, without authorization, in a manner that seeks undue visibility or interferes with the audience experience.
• By association: when a brand, person, or entity falsely suggests a direct or indirect link to the event, potentially leading to public confusion regarding sponsorship or affiliation.

Such conduct may give rise to legal consequences, including civil liability, injunctive relief, and administrative measures, depending on the circumstances.

These rules serve as an important framework for entities involved in the organization, sponsorship, and regulation of sports events in Brazil. They also highlight the importance of coordinated efforts to monitor and prevent unauthorized commercial exploitation that may affect the value and exclusivity of official partnerships.

As these global events approach, non-sponsor brands must be vigilant of their marketing initiatives to ensure compliance with the rules and regulations that protect these events.