FIFA’s approach to brand protection focuses on education and guidance, rather than enforcement by means of legal threats and sanctions. FIFA prefers direct personal contact to bring infringing situations to an end by speaking to the business in question, explaining why the specific situation is problematic and seeking cooperation in solving the issue.

In more serious cases, where there is a clear intention to take a free ride on the goodwill vested in the event and the public excitement surrounding it, FIFA may need to engage in court proceedings to halt an infringing situation and to claim financial compensation for the damages suffered. However, FIFA will not resort to such legal action without an in-depth analysis of the intention, scale and commercial impact of the matter at hand.