Mumbai: As the FIFA World Cup 2026 continues to attract significant viewership across India, ZEE has issued a compliance advisory to hotels, commercial establishments, and associated partners, cautioning them against unauthorized streaming of tournament content and improper use of FIFA’s intellectual property.
In the advisory, ZEE emphasized that terms such as “FIFA,” “World Cup 2026,” along with FIFA logos and associated branding elements, are protected trademarks and intellectual property assets. The company warned that any unauthorized use, reproduction, or display of these trademarks in advertisements, promotional campaigns, commercial communication, or marketing materials could constitute a violation of intellectual property rights.
The broadcaster further stated that only officially licensed partners and authorized entities are permitted to use FIFA trademarks and branding for commercial purposes.
ZEE, which holds the exclusive streaming rights for the FIFA World Cup 2026 in India, also reminded hotels, restaurants, pubs, commercial venues, and other public establishments that tournament content must be streamed only through its authorized platforms. The company urged businesses to ensure compliance with applicable broadcasting and licensing requirements while offering FIFA World Cup content to customers and patrons.
According to the advisory, any breach of these guidelines may invite legal action under applicable intellectual property and broadcasting laws. Potential consequences could include financial penalties, suspension of services, and other enforcement measures.
The move comes as businesses across the hospitality and retail sectors increasingly leverage major sporting events to drive customer engagement, footfalls, and promotional activities. With FIFA World Cup 2026 generating substantial commercial interest, rights holders and broadcasters are expected to closely monitor unauthorized commercial exploitation of tournament content and branding.
ZEE has advised all establishments and associated partners to exercise caution and strictly adhere to the prescribed guidelines to avoid potential legal and regulatory complications.
