Lexing© International Network invites you to a webinar on Friday, May 29th at 5pm (Paris time) / 9pm GMT on the theme: “Ambush Marketing & FIFA 2026”.
The 2026 FIFA World Cup™ is set to take place in the coming days across three host nations: Canada, Mexico, and the United States.
This event, which will be watched by millions of people around the world, provides an opportunity to examine the phenomenon of ambush marketing, which is seen at every major sporting events.
What is Ambush Marketing?
The practice of ambush marketing is an advertising strategy employed by a company to associate its commercial image with that of an event, most often a sporting one, with a view to capitalizing on the media impact of that event, without paying the relevant sponsorship fees and without having first obtained authorization from the event organizer. .
A free webinar on Ambush Marketing: Get practical insights with an expert panel of Lexing members
In this upcoming webinar, the Lexing network invites you to take a comparative look at Latin American, Anglo-Saxon law, French and European law to examine how legislators and judges approach this phenomenon, which touches on several areas of law: sports law, intellectual property law, advertising law and consumer law worldwide.
Who should attend
This webinar is intended for:
- Legal Professionals: lawyers specialized in Intellectual Property, Sports Law, and Corporate Law.
- Marketing & Communication Leaders: brand managers from both sponsoring and non-sponsoring companies.
- Agencies & Consultants: advertising and digital marketing agencies, as well as PR consultants.
- Academia: professors and students in the fields of law and marketing.
Outcomes
- Legal: To train lawyers and corporate counsel in litigation prevention and regulatory compliance.
- Marketing: To demonstrate how to innovate in campaigns without infringing exclusivity rights.
- Academic: To provide a forum for analysis and debate on ethics, creativity, and regulation in global events.
- Business: To equip companies with practical tools to maximize value and minimize risk in activations leading up to the World Cup.
Presenters and panellists
The Webinar will feature contributions from:
- Anne-Sophie Cantreau (LEXING France);
- Flavia M, Murad Schaal (LEXING Brazil);
- Enrique Ochoa de G. Argüelles (LEXING Mexico).
Their diverse expertise and international perspectives will enrich the discussion, offering attendees a comprehensive view of current challenges and innovative strategies across jurisdictions.
Bookings
- Webinar name: “AMBUSH MARKETING & FIFA 2026”
- Date: 29 May 2026
- Time: 5 PM Paris time – 9 PM GMT
- Where: Online (via videoconference)
- Language: English
- Duration: two hours, including presentations, a roundtable discussion, and a Q&A session
- Replay: a recorded version will be made available on demand for Asia-Pacific and other audiences
- Price: free for all attendees, open to all subject to registration.
Please register for the event by filling out the registration form available on Lexing France’s web page at this link:https://www.lexing.law/avocats/ambush-marketing-fifa-2026-webinaire-le-vendredi-29-mai-2026/2026/05/22/
Our advice:
The Lexing® network currently consists of more than 40 members on all 5 continents. Created on an initiative of Alain Bensoussan, it allows multinationals to benefit from the assistance of seasoned lawyers worldwide with established competence in the field of new technologies in their respective countries. Lexing® lawyers share a common approach across the network that ensures they work seamlessly together to provide clients with a global, tailor-made solution consistent with the legal rules of all countries.