Playing the Game Without the Logo: How Brands Are Navigating World Cup Fever Without FIFA Rights

k5:G 4=2DDlQ!#}0x>365565pDD6E#676C6?46Q :5lQs:GpDD6E!=246w@=56C`QmkAmk:>8 DC4lQ9EEADi^^>>I]AC?6HDH:C6]4@>^>65:2^|$`ge`acd^(~#s{\r&!\a_ae];A8n:5l~paehfhedQ E:E=6lQ!=2J:?8 E96 v2>6 H:E9@FE 2 =@8@Q 2=ElQ!=2J:?8 E96 v2>6 H:E9@FE 2 =@8@Q ^mk^Amk^5:Gm

kAmu@C E96 k2 9C67lQ9EEADi^^HHH]6G6CJE9:?83C2?565]4@>^Q E2C86ElQ03=2?<Q C6=lQ?@7@==@HQmAC@>@E:@?2= AC@5F4EDk^2m :?5FDECJ[ E9:D 4C62E6D 3@E9 2 492==6?86 2?5 2? @AA@CEF?:EJ] s6>2?5 7@C 7@@E32==\E96>65 >6C492?5:D6 :D D6E E@ DFC86[ J6E H:E9@FE @77:4:2= =:46?D:?8[ 6G6? H6==\:?E6?E:@?65 42>A2:8?D C:D< 4C@DD:?8 :?E@ :?7C:?86>6?E] %96 C6DF=E :D 2 ?6H H2G6 @7 QF?@77:4:2=Q AC@>@E:@?2= AC@5F4ED — :E6>D E92E 42AEFC6 E96 DA:C:E @7 E96 E@FC?2>6?E H:E9@FE 5:C64E=J C676C6?4:?8 :E] x? >2?J 42D6D[ E96D6 =:>:E2E:@?D 2C6 7F6==:?8 :??@G2E:@?[ AFD9:?8 4@>A2?:6D E@H2C5 >6C492?5:D6 E92E C6D@?2E6D >@C6 2FE96?E:42==J H9:=6 DE2J:?8 H:E9:? =682= 3@F?52C:6D]k^Am

kAmkDEC@?8muC@> ':D:3:=:EJ E@ #6=6G2?46k^DEC@?8mk^Am

kAmu@C ?@?\DA@?D@CD[ E96 8@2= :D ?@ =@?86C >2I:>F> G:D:3:=:EJ[ 3FE >2I:>F> C6=6G2?46] #2E96C E92? >2DD\AC@5F4:?8 86?6C:4 7@@E32== >6C492?5:D6[ 3C2?5D 2C6 :?G6DE:?8 :? D>2==6C[ E2C86E65 CF?D E:65 E@ >2E49 52JD[ 9@DE 4:E:6D[ @C 4F=EFC2==J C6D@?2?E D=@82?D — 4C62E:?8 6I4=FD:G:EJ E92E @77:4:2= >6C492?5:D6 @7E6? =24<D]k^Am

kAmkDEC@?8m%96 #:D6 @7 Q$276 rC62E:G:EJQk^DEC@?8mk^Am

kAm}2G:82E:?8 uxupVD =682= 7C2>6H@C< 56>2?5D 2 4=62C F?56CDE2?5:?8 @7 H92EVD A6C>:DD:3=6] (@C5D =:<6 Q(@C=5 rFAQ 2?5 QuxupQ 2C6 E:89E=J 4@?EC@==65[ D@ 3C2?5D 2C6 56G6=@A:?8 42>A2:8?D 3F:=E 2C@F?5 :?5:C64E C676C6?46D — A9C2D6D =:<6 QE96 8=@32= 82>6Q @C QDF>>6C @7 7@@E32==Q — A2:C65 H:E9 G:DF2= DE@CJE6==:?8 E92E 6G@<6D DE25:F> 6?6C8J H:E9@FE C6A=:42E:?8 AC@E64E65 :>286CJ] {682= E62>D ?@H H@C< 2=@?8D:56 4C62E:G6 56A2CE>6?ED 7C@> E96 DE2CE[ C2E96C E92? C6G:6H:?8 2E E96 7:?2= DE286]k^Am

kAmkDEC@?8mx?7=F6?46CD 2D E96 }6H qC@2542DE6CDk^DEC@?8mk^Am

kAm(9:=6 EC25:E:@?2= 25G6CE:D:?8 2C@F?5 E96 E@FC?2>6?E :D 5@>:?2E65 3J @77:4:2= DA@?D@CD[ D@4:2= >65:2 C6>2:?D 2 >@C6 @A6? A=2J:?8 7:6=5] qC2?5D 2C6 D665:?8 AC@5F4ED H:E9 42C67F==J D6=64E65 4C62E@CD H9@D6 2F5:6?46D 2=:8? H:E9 E96:C E2C86E >2C<6E[ 86?6C2E:?8 4@?E6?E E92E 766=D @C82?:4 C2E96C E92? AC@>@E:@?2= — 2?5 AC@G:56D 2 =2J6C @7 D6A2C2E:@? 7C@> 5:C64E E@FC?2>6?E C676C6?46D]k^Am

kAmk6>mQ|2;@C 6G6?ED =:<6 E96 (@C=5 rFA 42? 36 492==6?8:?8 7@C 3C2?5D H:E9@FE 2446DD E@ =:46?D65 =@8@D @C 3C2?5:?8] (6 6?4@FC286 3FD:?6DD6D E@ 7@4FD @? E96 6IA6C:6?46 7:CDE[ 3C:?8:?8 :? E96 7F? 724E@C 2?5 4C62E:?8 2FE96?E:4^@C82?:4 D@4:2= 6?8286>6?E @AA@CEF?:E:6D[ 2?5 F=E:>2E6=J 4@??64E J@FC 3C2?5 E@ H92E H:== 36 2 7F? DF>>6C @7 DA@CE]Qk^6>mk^Am

kAm{F42D %96@5@F=@F W$2=6D s:C64E@C[ }@CE9 p>6C:42 \ k2 9C67lQ9EEADi^^HHH]6G6CJE9:?83C2?565]4@>^Q E2C86ElQ03=2?<Q C6=lQ?@7@==@HQmtG6CJE9:?8 qC2?565k^2mXk^Am

k5:G 4=2DDlQ!#}0x>365565pDD6E#676C6?46Q :5lQs:GpDD6E!=246w@=56CaQmkAmk:>8 DC4lQ9EEADi^^>>I]AC?6HDH:C6]4@>^>65:2^|$`ge`bce^tq\DE24<65\H9:E6\38\#vq];A8n:5l~paehfheeQ E:E=6lQtG6CJE9:?8 qC2?565 =@8@Q 2=ElQtG6CJE9:?8 qC2?565 =@8@Q ^mk^Amk^5:Gm

kA :5lQ!&#{Qmk:>8 E:E=6lQr:D:@?Q H:5E9lQ`aQ 96:89ElQ`aQ 2=ElQr:D:@?Q DC4lQ9EEADi^^6586]AC?6HDH:C6]4@>^4^:>8^72G:4@?]A?8nD?l{}g_edcU2>AjD5la_ae\_e\``Q ^m ':6H @C:8:?2= 4@?E6?E E@ 5@H?=@25 >F=E:>65:2ik2 :5lQ!#}&#{Q C6=lQ?@7@==@HQ 9C67lQ9EEADi^^HHH]AC?6HDH:C6]4@>^?6HD\C6=62D6D^A=2J:?8\E96\82>6\H:E9@FE\E96\=@8@\9@H\3C2?5D\2C6\?2G:82E:?8\H@C=5\4FA\76G6C\H:E9@FE\7:72\C:89ED\b_afhfhdg]9E>=Q E2C86ElQ03=2?<Qm9EEADi^^HHH]AC?6HDH:C6]4@>^?6HD\C6=62D6D^A=2J:?8\E96\82>6\H:E9@FE\E96\=@8@\9@H\3C2?5D\2C6\?2G:82E:?8\H@C=5\4FA\76G6C\H:E9@FE\7:72\C:89ED\b_afhfhdg]9E>=k^2mk^Am

kAm$~&#rt tG6CJE9:?8 qC2?565k^Am

kAmk:>8 2=ElQQ DC4lQ9EEADi^^CE]AC?6HDH:C6]4@>^CE]8:7n}6HDxE6>x5l{}g_edcU2>Aj%C2?D>:DD:@?0x5la_ae_e``_eba!#0}t($0&$!#00000{}g_edcU2>Ajs2E6x5la_ae_e``Q DEJ=6lQ3@C56Ci_AIj H:5E9i`AIj 96:89Ei`AIjQ ^mk^Am