FIFA (International Football Federation) launches this Sunday (25) in a ceremony in Rio de Janeiro the official brand of the Women’s Football World Cup, which will be played in 2027 in eight Brazilian cities.
This Friday (23), the Luiz Inácio Lula da Silva (PT) government published a provisional measure that guarantees FIFA protection of rights over brands and symbols related to the World Cup, the first among women’s teams in South America
Brazil’s choice to host the World Cup was announced in May 2024 in Bangkok, Thailand. The Brazilian candidacy surpassed the joint proposal presented by Belgium, Germany and the Netherlands.
The brand launch ceremony, this Sunday, will be attended by authorities, athletes and the president of FIFA, Gianni Infantino — who is also expected at Maracanã, where Flamengo and Fluminense will compete in a match for the Carioca Championship.
The 2027 competition will have 32 teams, which will play in eight venues: São Paulo, Rio de Janeiro, Brasília, Belo Horizonte, Porto Alegre, Salvador, Recife and Fortaleza. The tournament will be held between June 24th and July 25th.
“The World Cup is a unique opportunity to strengthen the visibility of women’s football globally and for the development of the sport in the country”, stated, in a statement released this Friday, the Minister of Sports, André Fufuca.
“We are ready to hold the best Women’s Cup in history and guarantee a social legacy for all girls and women in Brazil”, he added.
The MP published this Friday establishes that FIFA holds the commercial exploitation rights for the event, including logos, mascots, trophies and broadcasting rights.
It provides for sanctions for those who misuse official symbols, hold unauthorized public exhibitions or sell tickets irregularly. These include compensation for damages, reimbursement of lost profits and return of irregularly obtained gains.
It is part of a series of regulations that the government has committed to supporting to attract the event, as occurred in other major competitions hosted by the country, such as the 2014 World Cup and the 2016 Olympics.
A working group formed in 2025 defined eight macro themes to analyze:
- visas, immigration and entry into the country;
- work permits and labor legislation;
- tax and exchange regime;
- safety and security;
- protection and exploitation of competition rights;
- information and telecommunications technology;
- legal issues, compensation and special laws;
- transport
Among the special laws, the government is analyzing the authorization to charge tickets with dynamic prices, which is currently not permitted in the country. In this model, prices vary according to demand, as with app cars.
Dynamic pricing tickets were used by FIFA at the Club World Cup in the United States, and are currently used to sell tickets for the Men’s Football World Cup, which will be held this year in the United States, Canada and Mexico.
This model should be included in a bill with temporary rules for the competition, according to the Sheet.
