Non-sponsor companies increasingly try to target fans going to FIFA World Cup™ stadiums by means of promotional teams, branded vehicles, branded items and onsite advertising, etc. These companies aim to obtain promotional exposure on the site of the event, and thereby to the billions of television viewers around the world through large numbers of fans displaying their brand. These actions knowingly play on the fans’ enthusiasm to wear fancy dress and exploit such enthusiasm for the commercial advantage of the non-sponsor company. As a result of FIFA’s brand protection, the positive fan experience of attending a FIFA World Cup™ match is guaranteed without fans being targeted by prohibited marketing activities, ensuring a safe and enjoyable fan experience around the stadium. It is worth noting that the marketing activities of FIFA’s Commercial Affiliates are subject to prior approval from FIFA, with the emphasis on enhancing the fan experience of the FIFA World Cup™ rather than excessive branding exercises.