As Brazil advances its preparations to host the FIFA Women’s World Cup 2027, the legal framework required to support such a monumental global event is rapidly taking shape. On January 22, 2026, the Federal Government published Provisional Measure (MP) No. 1,335, which establishes special measures for the protection of intellectual property, media coverage, and marketing rights related to the tournament.
For rights holders, sponsors, and the broader advertising market, this legislation represents a welcome development that signals Brazil’s commitment to international standards of enforcement and provides a clear, stable roadmap for commercial activities leading up to the games.
One of the most significant aspects of the new measure is the specific directive given to the Brazilian Patent and Trademark Office (BPTO) regarding the event’s trademarks. The legislation facilitates the recognition of “High Renown” status for the tournament’s key symbols, effectively expanding protection across all classes of goods and services, rather than just those directly related to sports.
This distinct legal status significantly reduces the administrative burden on the organizers and provides the BPTO with robust tools to summarily reject bad-faith filings by third parties attempting to capitalize on the event’s publicity. This efficiency is a positive signal for foreign investors and local partners alike, demonstrating a streamlined approach to asset protection.
Beyond the registration of marks, the Provisional Measure refines the legal concepts surrounding illicit advertising, specifically targeting ambush marketing. This is a crucial evolution for protecting the exclusivity promised to official sponsors who invest heavily in the event. The text carefully delineates between ambush marketing by association, where non-sponsors use imagery or terms to suggest an official link, and ambush marketing by intrusion, which involves unauthorized visibility at the venues.
By establishing these boundaries clearly in the law well in advance of the opening match, the MP provides much-needed legal certainty. Marketing teams can now design creative campaigns with a precise understanding of the compliance landscape, while official sponsors can rest assured that their commercial territory is shielded from parasitic competition.
The measure also addresses the complexities of the modern media landscape by establishing exclusive rights for capturing and transmitting images and sounds of the matches. However, the text strikes a sensible and necessary balance by explicitly allowing for the capture of content for journalistic purposes. This provision ensures that while commercial exploitation is strictly reserved for rights holders, the freedom of the press and the public’s right to information remain protected.
Ultimately, MP 1,335/2026 should be viewed through the lens of legal security. Hosting a global event requires a stable environment where contracts are honored and intellectual property is rigorously respected. By enacting this measure more than a year before the tournament, Brazil is avoiding the uncertainty that often plagues host nations in the final months of preparation.
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Author: Carlos Roberto Parra, Thaís de Kássia R. Almeida Penteado and Cesar Peduti Filho, Peduti Advogados.
Source: https://www2.camara.leg.br/legin/fed/medpro/2026/medidaprovisoria-1335-22-janeiro-2026-798671-norma-pe.html
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“If you want to learn more about this topic, contact the author or the managing partner, Dr. Cesar Peduti Filho.”