Mexico is expected to welcome more than 5.5 million visitors during the FIFA World Cup 2026, with more than 800,000 fans attending matches in Mexico City, Monterrey and Guadalajara. Meanwhile, fan festivals could attract more than 6 million attendees.
Given such cultural and economic potential, the President of Mexico, Claudia Sheinbaum, has stated that the event should benefit the entire country and not just the host cities. With that in mind, the Mexican Institute of Industrial Property (IMPI) is positioning intellectual property as a link between cultural identity and economic development in order to support national producers and artisans. Santiago Nieto Castillo, Director General of the IMPI, tells us more.
Mexico is the only country in the world that has hosted the World Cup three times – two of these in the 20th century. How has the IMPI’s approach to protecting FIFA’s intellectual property evolved over the years?
Prior to the founding of IMPI in 1993, intellectual property was handled differently. During the 1970 and 1986 World Cups in Mexico, its enforcement was largely reactive. Today, our approach is preventive, strategic and technology driven.
For example, in 2026, IMPI is implementing a coordinated national strategy that combines early trademark monitoring, inter-agency cooperation with the US, Canada and WIPO, and digital enforcement and public awareness.
This also means addressing informal markets and ensuring that IP protection fosters economic inclusion and cultural expression, particularly that of Indigenous People.
There is another difference to the 1970 and 1986 World Cups: this time, we only have 13 games in three cities. So, one of the more important reforms to IP law at the moment is focusing on ambush marketing near these three stadiums and the three most important fan festivals in Mexico.
What action is the IMPI taking to protect IP in the lead-up to and during the World Cup?
Our strategy is built on four pillars: prevention, enforcement, coordination and awareness.
For example, we just signed a memorandum of understanding with customs. The idea is to send a message that IP right owners could be assisted by the IMPI in law enforcement to fight against piracy and counterfeiting.
The most common infringements regarding the World Cup include counterfeiting merchandise such as jerseys, souvenirs and accessories. In Mexico, we also observe culturally specific practices, such as informal vendors producing “creative” fan items that combine official symbols with local humor. While these may appear harmless, they still constitute infringement.
One of the more important reforms to IP law is focusing on ambush marketing
We are therefore strengthening trademark surveillance systems, working closely with customs and enforcement authorities, and deploying targeted operations such as "Operación Limpieza" to combat counterfeiting in high-risk areas.
In this regard, on March 26, a major operation was carried out in Tepito, Mexico City, during which 72,570 products infringing the trademarks of FIFA, Adidas and Nike, among others, were seized, with a value of MXN 15.1 million ($864,576).
This also affects the digital marketplace, as we see a lot of piracy on the web. We have three or four agreements with web platforms in place and there have been 600 cases this year. A lot of them are in the sports world, but also in other kinds of merchandise being sold.
In addition, we are seeing a significant rise in digital infringements, particularly illegal streaming of matches through unauthorized platforms, social media and mobile applications. This type of infringement is especially relevant during major sporting events due to its massive and immediate reach.
It sounds like you’re actively and collaboratively fighting counterfeiting and piracy. Let’s talk about awareness and encouragement, especially concerning Mexico’s cultural heritage.
"México, Herencia y Origen" is a strategic initiative that positions IP as a link between cultural identity and economic development. It brings together appellations of origin (AOs) and geographical indications (GIs) in Mexico to highlight not only the products themselves but also the communities.
Mexico currently has 19 AOs and 34 GIs. We also started a collaboration with the Ministry of Tourism – an interactive map that visitors can use to find the locations of AOs or GIs.
President Sheinbaum is thinking about a World Cup for the 32 states of Mexico, not only for three cities
This goes beyond tequila, for example. Take the Lele of the Santiago Mexquititlan, a beautiful doll crafted by Indigenous women. We also have spirits such as mezcal from Oaxaca, coffee from Veracruz and Papantla vanilla from Puebla and Veracruz, as well as other GIs.
In addition, these recommendations will be linked to the host cities of the World Cup – Mexico City, Guadalajara and Monterrey – where dedicated booths will showcase regional identities.
President Sheinbaum says that we do not just want FIFA games for the cities where the games are going to take place – we want a national FIFA experience. The idea is for the games to benefit all.
Such priorities and directives have provided clear guidance for institutions such as the IMPI to modernize, align with global standards, and contribute more directly to national development.
This also includes a strategy of cooperation with the owners of the trademarks.
Tell us about the IMPIBot.
The IMPIBot is an artificial intelligence (AI) tool. The application allows users to verify trademarks before making a purchase for restocking inventory, helping to prevent the acquisition and commercialization of counterfeiting and unauthorized goods.
It was set up with the Mexican National Citizen Observatory and British American Tobacco. The company put the system in the hands of IMPI and it goes beyond addressing tobacco piracy.
It also supports authorities during inspection operations by providing quick access to information on the legal status of the trademark.
Additionally, the IMPIBot offers quick guidance on procedures and institutional services, as well as up-to-date information on seizures, other enforcement actions and regulatory provisions. It is a very good effort and provides an example of how to use AI for IP protection.
What is the next major priority for IMPI and what future challenges do you foresee?
I would like to return to the approach of the President regarding the World Cup. She was thinking about a World Cup for the 32 states of Mexico, not only for three cities.
One of the ways to encourage tourists to visit areas beyond the three host cities of Guadalajara, Monterrey and Mexico City, is to highlight the tourist routes of mezcal, tequila and the GIs of Michoacán, Querétaro or Aguascalientes.
For example, in the state of Querétaro, we have a GI for the regional wine and the two dolls, the Lele and the Donxu. There are only 200 kilometers between Mexico City and Querétaro, and tourists can take the opportunity to visit another state.
In the context of the FIFA World Cup 2026, it allows us to showcase Mexico’s cultural richness to a global audience, while also promoting fair value for local producers and reinforcing consumer trust through authenticity and quality. The President was also thinking about a social and economic World Cup.
It sounds like not only the World Cup but IP is becoming a unifying force for Mexico and a way of showcasing the nation. How can IMPI further strengthen IP in the country?
One of the main priorities of IMPI is to strengthen the innovation ecosystem in Mexcio by reducing patent examination times and increasing the number of patent applications, particularly those originating from Mexican innovators. In 2025, 1,112 patents were granted to Mexicans, the highest figure since IMPI was created in 1993.
Additionally, the hiring of 500 examiners has been authorized to streamline procedures. We are following the instruction of President Sheinbaum to accelerate the Mexican patenting process and strengthening technology transfer.
The second point is the strategy of collaboration and coordination against counterfeiting and piracy beyond the World Cup, particularly in two places: Lázaro Cárdenas and Manzanillo. We are coordinating a national task force and strengthening coordination with enforcement agencies including customs as this is one of the priorities of this administration. The fight against piracy in the digital environment is also important.
Of course, we also think it is important to protect and enforce IP rights of our GIs and AOs as this has a very positive impact in the local economy. GIs and AOs are among the most dynamic areas of IP in Mexico.
Another key challenge will be to keep pace with emerging technologies, such as AI, while ensuring that the IP system remains accessible, efficient and inclusive.
Biography
Santiago Nieto Castillo was Director General of IMPI until 31 May 2026. IMPI is responsible for promoting and protecting industrial property rights in Mexico, which includes patents, trademarks and industrial designs. IMPI also plays a crucial role in fostering innovation and competitiveness in the country.
