What to know
- Toronto businesses will not be allowed to use protected FIFA terms, logos, slogans, or phrases like “World Cup” without authorization during the tournament.
- Coun. Josh Matlow says he is worried small businesses could be unfairly punished for simply trying to capitalize on the event through watch parties or promotions.
- 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.
As Toronto prepares to host the World Cup, Coun. Josh Matlow is raising concerns about the enforcement of FIFA’s brand protection requirements, which he said could punish local businesses simply for trying to benefit from the event.
As part of the agreement to be a host city for the event, Toronto is required to enforce trademark protection rules, which prevent unauthorized parties from using FIFA logos, designs, mascots, slogans, emblems, and even phrases like “FIFA” or “World Cup.”
That means local businesses that wish to host events or offer services related to the tournament will have to get creative with advertising, as they won’t be allowed to use direct FIFA-related branding.
Although the city has already come to an agreement with FIFA when it comes to enforcing the rules, Matlow tells Now Toronto he is worried that enforcement could put business owners on the hook solely for engaging 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.
“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,” Matlow continued, adding that they shouldn’t be censored from merely mentioning the word World Cup.
With the event now only one month away, Matlow also says he is not sure how the city will enforce the rules and what the punishment will be for those who break them.
“I also want to understand how punitive the enforcement will be. Will a business immediately receive a fine? Will they get a warning letter?” he questioned.
“These are things that I think are important for the public, but even more importantly, for our small businesses to understand so that they don’t accidentally cross the line.”
How will enforcement work?
The city will establish a “controlled area,” which will include a two-kilometre radius from the Toronto Stadium on game days and the day before, as well as a 100-metre radius from the FIFA Fan Festival at Fort York National Historic Site and The Bentway.
For the duration of the event, City of Toronto bylaw officers will enforce the branding rules, as well as any illegal vending or non-compliance with licenses or permit requirements.
The city says its approach will focus on “awareness, education and collaboration with local businesses about the exclusive rights of FIFA commercial affiliates and host city supporters.” However, the FIFA World Cup 26 Toronto Community Activation Toolkit states that businesses could face fines, charges or other legal proceedings if they fail to comply.
The city did not confirm what these possible fines or charges might be, and in which cases they would apply.
“We recognize the tournament will drive tourism and economic activity across Toronto. To support businesses and community groups, the City released a Community Activation Toolkit in July 2025 and second version in January,”a spokesperson for the city wrote in an email to Now Toronto.
“We also hosted webinars and consultations with BIAs, businesses and community groups on FIFA brand usage guidelines.”
The city’s FIFA World Cup 26 Toronto Community Activation Toolkit outlines which phrases, logos, or markings are prohibited, and offers alternatives on messaging businesses could use when offering related services and events.
Matlow says he believes businesses will need to get around the rules by using “speakeasy” tactics and finding alternative language, such as “global gauntlet,” to advertise watch parties and promotions.
At this time, he says the agreement is already legally binding, so the city will have to enforce it. However, he hopes to get clarifications on the enforcement and ensure business owners will not be unfairly penalized.
“I want to make sure that we protect our small businesses who may unknowingly face enforcement for simply wanting to host a watch party and advertise that the watch party has something to do with the World Cup,” he shared.
