MP 1.335/2026: New Frameworks for Trademark Protection – FIFA Women’s World Cup 2027

The recently published Provisional Measure (MP) No. 1,335/2026—currently pending Congressional approval—introduces a distinct legal regime that significantly shifts the level of IP protection in Brazil. While the focus is on the 2027 Women’s World Cup, these guidelines already serve as a crucial benchmark for the cycle of major events starting with the FIFA Men’s World Cup 2026.

 In practice, this measure builds on the successful 2012 World Cup Law, ensuring exclusive rights over any distinctive sign or symbol linked to the events. What truly sets this MP apart is the special regime at the Brazilian Patent and Trademark Office (INPI), effective through 2027, which guarantees priority processing for trademarks, industrial designs, and patents related to the competition. This fast-track process benefits FIFA and its entire network of authorized partners and subsidiaries, whose assets will be identified via official lists submitted to the office.

 This becomes even more relevant with the fast-track priority for registrations—particularly for trademarks. Beyond priority handling, these marks will be considered “highly renowned” or “well-known,” granting them protection across all classes of products and services or within the relevant segment. Consequently, rigorous monitoring is now essential to prevent new filings from conflicting with established portfolios.

 A key evolution in this framework is its sensitivity to the digital landscape. The 2026 MP offers much more strong tools to prevent ambush marketing on social media and streaming platforms. It also solidifies mechanisms for the immediate cessation of infringements through injunctive measures and seizures, streamlining anti-piracy efforts and the protection of media and broadcasting rights.

 The MP doesn’t just define these infringements; it strengthens the crackdown on direct or indirect unauthorized associations, providing stricter protection for official sponsors’ investments. This modernization is vital to ensure that exclusivity isn’t diluted by the speed and reach of online content, allowing for a swift legal response in highly volatile environments.

 Our firm has a long-standing history with this topic. During the 2014 World Cup, Kasznar Leonardos was the Brazilian firm that filed the highest volume of legal actions to prevent ambush marketing nationwide. This field experience has shown us that strengthened legal certainty is a two-way street: while it protects the market against parasitism, it also requires companies to proactively review their branding strategies for these sporting events.

 Our Trademark and Anti-Piracy teams are closely monitoring these developments and remains at your disposal to discuss how these special protections can be integrated into your company’s planning for the coming years—both for FIFA events and other major sporting competitions.