Broadcasting of the 2026 World Cup matches

It is not a ban: it is a set of conditions

It is worth clearing up a misunderstanding that crops up quite frequently. There is no absolute ban on showing matches in a restaurant. What exists is a regime of conditions: broadcasting is legal provided it is carried out using an authorised official signal and the required licence is held, as part of the normal operation of the business and without commercially exploiting the event or FIFA’s trademarks. The risk arises when any of these conditions are breached.

The key concept behind the public broadcast of World Cup matches in commercial establishments such as restaurants, bars and similar venues is that it constitutes an act of public communication for profit, given that such content is used to attract customers and generate revenue. This is precisely where the crux of the matter lies: the profit and commercial gain derived from such broadcasting.

Therefore, to comply with the applicable regulations, commercial establishments must subscribe to a business or commercial television package, which includes the broadcasting licences that legally cover the public screening of audiovisual content. Holding such a licence exempts the establishment from any liability for infringement of industrial property rights arising from the unauthorised use of the signal.

The use of a domestic television package for these purposes is illegal, as the licences under such contracts are designed exclusively for the private, non-profit sector and for personal or domestic use.

However, a very common mistake is to assume that, because it is free-to-air television—that is, ‘apparently free’ access—its transmission in a business has no legal restrictions. This is incorrect, as the fact that the service is free does not determine whether its use is legal or not; what really matters is the destination and the purpose for which it is used.

Free-to-air television is designed and licensed for reception in the private and domestic sphere. Using it in a commercial space, where it attracts customers and generates revenue, exceeds the terms under which the licence was granted. Therefore, broadcasting World Cup matches via free-to-air television in a restaurant or similar establishment, without the relevant commercial licence, constitutes unauthorised use of the content and may result in infringements and fines relating to intellectual property rights.

Therefore, it IS possible to broadcast World Cup matches in a business, but this must be done using a signal that is legally authorised for commercial use. Simply having a television subscription is not enough; a specific package or licence for broadcasting in commercial premises is required, precisely because such broadcasting generates profit and benefits for the establishment. Complying with this requirement is not only a legal obligation but also a way of operating with legal certainty and without complications during the tournament.

In addition to the above, if any of the aforementioned requirements are not met, the risk of penalties increases significantly in the following cases:

• Charging to watch the match (cover charge or any other fee linked to the broadcast).
• Exploiting sponsorships or selling commercial partnerships around the event.
• Using pirated signals or unauthorised platforms. Among those identified as illegal are KaelusTV, ThunderTV, Telelatino, Sunset TV and Pop TV.
• Exceeding 1,000 viewers per match without the relevant licence.
• Using trademarks, logos, mascots or any of the brands protected by FIFA.

It is worth noting the following regarding ambush marketing. FIFA owns its official trademarks: the emblem, logos, mascot and trophy, amongst many others. Therefore, restaurants must not use them in their advertising or décor, nor use registered terms such as ‘Mundial’ or ‘World Cup’ to promote themselves. Doing so constitutes ambush marketing, a practice that has been expressly provided for and penalised since the 2026 amendment to the Federal Law on the Protection of Industrial Property.

The safe alternative is to use generic references, for example, “the most important tournament of the year”, accompanied by generic images related to football, provided they do not suggest sponsorship or an official relationship with FIFA.

The Mexican Institute of Industrial Property is the only institution with the power to sanction all infringements relating to industrial property, as it is responsible for verifying the use of signs and trademarks, as well as imposing the corresponding penalty in the event of non-compliance.

The penalties for non-compliance with the applicable legal provisions can amount to 29 million pesos. Article 388 of the Federal Law on the Protection of Industrial Property provides for fines of up to 250,000 UMA (approximately 29.3 million pesos) for each offence, plus an additional fine of up to 1,000 UMA (approximately 117,000 pesos) for each day the offence continues.

The IMPI may also order the seizure of equipment, the suspension of activities and the closure of the premises. This may be accompanied by legal action and the removal of unauthorised broadcasts.

In conclusion, yes, a commercial establishment can indeed enjoy the World Cup with its customers and broadcast the matches, but it is necessary to fully comply with having an official signal and the appropriate licence for commercial broadcasting, to operate normally without charging for the broadcast, and not to use the trademarks belonging to FIFA.