Toronto councillor Josh Matlow is raising concerns about FIFA's brand protection requirements ahead of the World Cup, warning that local businesses could face unintended consequences while trying to benefit from hosting the tournament.
As part of Toronto's agreement to host the event, the city is required to enforce trademark protection rules that prevent unauthorized use of FIFA logos, designs, mascots, slogans, emblems, and phrases like "FIFA" or "World Cup". This means local businesses wishing to host events or offer services related to the tournament will need to find alternative ways to advertise, unable to use direct FIFA-related branding.
Matlow expressed worry that enforcement could unfairly target business owners simply for trying to engage with the event or accidentally breaking a rule. "I'm very concerned that there might be some businesses that unintentionally might do something that could get themselves in trouble when they're really just trying to benefit from Toronto hosting the games," he said.
The city plans to enforce FIFA branding rules through bylaw officers within designated "controlled areas" around Toronto Stadium and fan festival sites. While the city says enforcement will focus on education and awareness, its toolkit warns that violations could result in fines, charges, or legal action.
Matlow emphasized that Torontonians are investing significantly in the event and should see local returns. "Torontonians are paying $180 million to host these games, and at the very least, residents here who own bars and cafes and restaurants should benefit from that investment," he said, arguing that businesses shouldn't be prevented from simply mentioning the World Cup.
