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Meet Your Experts:

Amy Kingham

Amy

Global Compliance Manager

PromoVeritas

Andrew-Ryan-Headshot

Andrew

Promotional Insurance Specialist

Halo

Lisa Mallett

Lisa

Head of Marketing

PromoVeritas

 

D2 - 3

Attendees wanted clarity on:

  • Sponsor vs non-sponsor do's and don'ts
     What non‑sponsors can safely do with language, visual identity and athlete partnerships
  • Financial risk & insurance
    How to quantify exposure in performance‑based mechanics (e.g. “every time your team scores”).
  • Tickets and hospitality in promotions
    Clear rules for when tickets can and can’t be used as prizes and safer alternatives when you don’t hold official rights. 

Do & Do Not Cheat Sheet

👍Do build creativity inside clear guardrails

Set your legal risk threshold first, then let ideas grow from there. Use broad themes like “football fever” or “summer of sport” rather than specific event IP.

👎Don’t use protected event terms or assets if you’re not a sponsor

Avoid names like “World Cup”, “Olympics”, “Olympiad”, “LA28” and any official logos, mascots, medals or rings.

 

Frequently Asked Questions:

What language can brands realistically use around the event?
There’s no fixed rule. It depends on the brands risk appetite and legal comfort. Generic terms like “match” or “your team” are often used, but the key is knowing what’s protected and aligning with legal on acceptable risk

 

What’s an example of a mechanic that could imply an official tie‑in?
Linking a promotion to a team’s performance such as “win every time England scores” can imply an official association if you’re not a sponsor, that's where brands can run into trouble.
Is giving away official World Cup merchandise as risky as giving away tickets?
Yes. Anything tied to official products or merchandise carries similar risk to tickets. If it’s officially licensed, it can imply an authorised connection—something non‑sponsors need to be careful of.



Are there restrictions on referring to players during the World Cup?

Yes. Using a player’s name or likeness can imply a commercial relationship, as they have protections around the use of their name and image. If you don’t have the rights, that kind of association is where the risk lies.

Can smaller brands still “fly under the radar” and avoid being challenged?
No. Brands can’t rely on being small or unnoticed anymore- AI‑driven tools now monitor online activity at scale, meaning brands of all sizes are far more likely to be identified and scrutinised
Are promotions linked to match outcomes considered gambling?
Generally no. As long as participation is free and consumers receive the product they’ve paid for, these promotions aren’t treated as gambling.

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