Toronto prepares for World Cup with brand policing and community concerns
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As the World Cup approaches, Toronto is focusing on both event preparations and community issues. Recent discussions have highlighted concerns surrounding traffic, ticket sales, and policing efforts related to the tournament. Meanwhile, the Canadian men’s national team secured a 2-0 victory against Uzbekistan in a tune-up match held in Edmonton.
Local authorities have been active in enforcing intellectual property rights associated with the World Cup. The Toronto Police Service FIFA Planning Team Investigative Unit recently conducted what they described as the “largest known seizure of counterfeit soccer jerseys in Canadian history.” This operation, which took place in Mississauga, resulted in the confiscation of over 16,000 fake jerseys and merchandise, valued at an estimated $3.5 million.
Brand Policing and Business Guidelines
Businesses in Toronto and Vancouver are navigating strict licensing rules set by FIFA. Both cities, in collaboration with FIFA, have designated “controlled areas” extending two kilometres around BMO Field in Toronto and BC Place in Vancouver. Within these zones, advertising and promotional activities are subject to tight controls.
A report from the international law firm Gowling WLG offers guidance to businesses on these regulations. The report advises against illegally pirating games, hosting large ticketed events associated with FIFA, or directly linking promotions to the tournament. Aarij Wasti, a partner in the firm’s entertainment and sports group and an author of the report, suggested that most businesses might not have significant concerns if they adhere to the guidelines.
The City of Toronto updated its Community Activation Toolkit in February, providing recommendations for businesses to avoid copyright infringement. This toolkit advises against using “protected branding” such as “FIFA World Cup” or “FWC26,” or incorporating the tournament’s trophy or mascots in promotional materials. While city staff are expected to prioritize education and cooperation, they may also inform affected third parties if counterfeit sales or improper use are suspected.
Vancouver has implemented a new bylaw to govern the event, which includes provisions to facilitate the removal of promotional messaging that contradicts FIFA‘s rules. Wasti noted that some communications from municipal authorities, particularly in Toronto, were perceived as “a little bit draconian,” suggesting a greater emphasis on education over threats of punishment.
Businesses are considered to have crossed the line if their advertising or promotions lead the average consumer to believe there is an official association with the tournament. Prohibited images include the World Cup trophy, mascots, and official FIFA or tournament emblems. Acceptable messaging, however, includes using country flags, team names, or the phrase “World Cup” instead of “FIFA World Cup.”
Some establishments are collaborating with official FIFA sponsors. For instance, The Brazen Head Irish Pub in Toronto’s Liberty Village, near BMO Field, offers Michelob Ultra, an official beer sponsor of the FIFA World Cup, on tap. According to general manager Alfred Francis, this partnership allows them to use the official logo without marketing issues, a practice also observed in other local restaurants.
Community Concerns and Outreach Efforts
Amidst the preparations, outreach workers in Toronto have expressed concerns about a potential crackdown on vulnerable individuals ahead of the 2026 World Cup. Reports from people around Union Station describe negative experiences, including being ticketed for loitering, searched, and asked to leave public areas. There have also been allegations of violence involving private security guards.
The city has stated that its pilot project aims to improve the coordination of outreach efforts. These community concerns arise as the city grapples with balancing event security and brand protection with the needs of its vulnerable population.
The Canadian men’s national team‘s 2-0 victory over Uzbekistan took place yesterday in Edmonton.
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