What happens when a stadium hosting a World Cup match bears the name of a brand that does not officially sponsor the competition? The controversy surrounding some of the stadiums for the 2026 World Cup reflects this tension well, as many sports venues are typically identified by logos associated with major brands. Behind this situation are the so-called naming rights agreements, through which a company acquires the right to associate its brand with the name of a stadium for a certain period of time in exchange for financial compensation. These contracts constitute an important source of financing for the owners of the venues and, at the same time, a powerful positioning tool for the sponsoring companies, who seek to have the public immediately identify the stadium with their brand. In the recent competition, the event organizers required the omission of the use of such trademarks and the use of neutral names. This sets a playing field in which industrial property, existing naming rights agreements, the 2026 World Cup sponsorship program, and international broadcasts of a global sporting event coexist. Why do some stadiums change their names during the World Cup? The organization requires the stadiums selected to host the matches to change their names to prevent brands that are not sponsors of the event from appearing to be officially associated with the tournament. The World Cup has a sponsorship program based on granting exclusive commercial exploitation rights for certain categories of products and services. This exclusivity is one of the main assets of sports sponsorship, since those who acquire the status of official sponsor not only seek to gain visibility during the event, but also to prevent competitors or third parties from benefiting from its media impact without having assumed the cost of that investment. That's why organizers implement "clean site" policies. Under this criterion, the spaces linked to the competition must be free of distinctive signs and advertising elements unrelated to the official sponsorship program. This requirement can affect indoor advertising, signage, facades, supports visible from the stands, press areas, and, in some cases, the stadium's name itself. The aim is not to permanently eliminate the commercial identity or question the validity of the naming rights agreements, but to temporarily suspend its visibility while the stadium is integrated into the official tournament environment. In this way, the commercial exclusivity agreed with the official sponsors is preserved and third parties are prevented from obtaining an indirect association with the competition. Where is the link with industrial property? The link lies in the coexistence of different trademark rights and in the use of distinctive signs in an event subject to a commercial exclusivity regime. Industrial property protects trademarks, names and distinctive signs that identify the business origin of products or services. A World Cup brings together the official brands of the competition, the brands of authorized sponsors, licensing rights and naming rights agreements that commercially identify the stadiums. The conflict arises when a brand outside the group of official sponsors gains visibility within the perimeter of the event. This exhibition acquires special value due to the international dissemination of broadcasts, photographs, and informative and digital content of the tournament, which can generate in the public the perception of a commercial link with the competition. However, this presence does not generally correspond to an illicit use of the brand, but to the legitimate exercise of a naming rights agreement previously signed with the owner or manager of the premises. The difficulty lies in reconciling that contract with the obligations assumed by the venue towards the organizer and with the exclusivity rights granted to the official sponsors. From a branding perspective, naming rights agreements aim to consolidate a stable association between a brand and a sports venue. This continuity helps the public to spontaneously identify the stadium with the sponsoring brand and is one of the main factors justifying the investment made. Therefore, successive name changes or the temporary use of neutral names during major competitions do not weaken the brand in a legal sense nor affect the validity of trademark rights, but they can reduce the effectiveness of the distinctive and advertising function pursued by these agreements, by making it difficult for the consumer to maintain an immediate and stable association between the stadium and the sponsoring brand. The Atlanta case: when removing a brand is not so easy. The Atlanta case shows that “clean site” policies can encounter material limits. The Mercedes-Benz Stadium, home to the Atlanta Falcons and Atlanta United, is one of the most illustrative examples. During the World Cup it has been identified as Atlanta Stadium, following a practice already applied in Euro 2024, when stadiums such as the Allianz Arena were temporarily renamed Munich Football Arena. However, the Mercedes-Benz emblem integrated into the roof of the enclosure poses an added difficulty. Since it forms part of the structural design of the retractable roof, its removal or covering is not comparable to the removal of a conventional advertising support, as it could affect the integrity of the installation or generate disproportionate costs. This scenario highlights that the requirements arising from the clean site policy reach a limit when the brand is an inseparable part of the stadium's infrastructure itself. The response, therefore, has not been the elimination of the distinctive sign, but the adoption of balanced solutions through negotiation between the parties: maintaining the architectural element, limiting its exposure in broadcasts, and avoiding any additional use that could suggest a commercial association with the competition. The digital dimension: brands, campaigns, and social media during the World Cup. Industrial property is not only at stake in the stadium, but also in the digital environment. The use of expressions such as FIFA, World Cup, Copa Mundial or ...Read more

Madrid, 3 June 2026. ELZABURU has been recognized once again in the new edition of IAM Patent 1000, one of the leading international directories in the field of patents, which identifies the most outstanding firms and professionals globally. The IAM Patent 1000 focuses on those firms and professionals considered outstanding in a key area of ​​patent law, highlighting technical quality, experience and the ability to advise on matters of special complexity. In this edition, ELZABURU reaffirms its Silver position in the Patent Litigation and Patent Prosecution categories, and expands its recognition with its recommendation in Patent Transactions, reflecting its ability to support clients in both the protection and defense of their assets and in their exploitation and transfer. IAM Patent 1000 highlights the firm's ability to act effectively throughout the entire life cycle of innovative assets, from identifying inventions and defining protection strategies to processing, opposition, judicial defense and contractual exploitation of patent rights. The directory also highlights the multidisciplinary nature of the ELZABURU team, made up of engineers, chemists, biotechnologists, life science specialists and lawyers, who work in a coordinated manner to offer technical and legal advice in highly diverse sectors. The publication also highlights the growing importance of the firm's litigation practice, as well as its experience in alternative dispute resolution mechanisms, such as mediation and arbitration, which allow it to offer clients solutions tailored to each situation when litigation is not necessarily the most appropriate option. In this edition, IAM Patent 1000 has individually highlighted eight professionals from ELZABURU for their career and specialization: Enrique Armijo, partner in the legal area, is recognized for a career of more than three decades in high-impact industrial and intellectual property litigation, as well as for his experience in the contractual and commercial structuring of the exploitation of intangible assets, including licenses, assignments, joint ventures, franchises and technology transfers. Colm Ahern, partner in the legal area, stands out for his dual profile as an industrial engineer and lawyer, which brings a particularly relevant technical depth to patent litigation linked to sectors such as automotive, household appliances and electronics. Carlos Morán, partner in the legal area, is once again recognized for his participation in complex national and international matters related to industrial property and unfair competition. IAM Patent 1000 particularly highlights its involvement in landmark cases at the European level and its contribution to the legal protection of the Champagne designation of origin. Ruth Sánchez, partner in the patents area, is recognized for her strategic leadership in the protection and management of inventions at the national, European and international levels. An engineer and European patent agent, she advises clients in sectors such as aerospace, automotive, construction and civil engineering. Francisco Javier Sáez, partner in the patent area, is noted for his extensive experience in the drafting, processing and defense of patent applications in Spain, Europe and the PCT system, with special focus on the chemical, pharmaceutical, energy, environmental and agrochemical sectors. Pedro Saturio, associate partner in the patents area, joins the ranking for his work in electromechanical patents and industrial designs. Industrial engineer and European patent agent, she advises on high-tech projects in sectors such as aerospace, automotive, transport, defense, energy and construction. María Cadarso, senior associate in the legal area, is recognized as an emerging talent for her practice in industrial property, intellectual property and unfair competition litigation. His work combines conflict resolution with a preventative approach focused on contract negotiation and the design of strategies that allow anticipating and avoiding potential disputes. Alba María López, associate partner in the Legal, Business and Contracts area, also enters the ranking for her experience in industrial and intellectual property, digital law and technology. His practice focuses on intangible asset governance models, technology transfer transactions, complex intellectual property and ICT contracts, due diligence processes, and litigation matters. ELZABURU's continued presence in IAM Patent 1000 reflects the strength of a patent practice built on technical specialization, legal rigor, and a comprehensive vision of innovation as a strategic asset for companies.

Madrid, March 25, 2026 – ELZABURU has once again been recognized as one of the leading firms in Industrial and Intellectual Property in Spain by the international directory Legal 500, consolidating its position in comprehensive advice in this field. In this edition, the firm particularly strengthens its position in the area of ​​Trademarks and consolidates its presence in Patents and Copyright, three key pillars in the management and protection of intangible assets. Adding to this recognition is a particularly significant achievement: direct client feedback through the Client Satisfaction Index (NPS®), where ELZABURU achieves the highest levels. This result reflects not only the technical quality of the advice, but also differentiating aspects such as personalized service, agility, and the ability to deliver real value in every project. The Legal 500 directory also includes client testimonials obtained independently by its research team, highlighting the firm's work in various areas: Trademarks: “They have a thorough understanding of the client's inner workings and are known in the sector for their dedication to delivering the best possible service.” Patents: “They stand out for their years of experience, making them leaders in the sector. Their lawyers not only master the legal aspects but also understand scientific claims and design patent strategies tailored to our needs.” Copyright: “Mabel Klimt has many years of experience, professionalism, problem-solving skills, and practicality in addressing situations and difficulties presented by different projects.” At an individual level, Legal 500 highlights several professionals from the firm: Mabel Klimt, recognized as a Leading Partner in Copyright; Enrique Armijo Chávarri, recognized as a Leading Partner in Patents. Additionally, the following have been included in the various rankings by area: Trademarks: Luis Baz, Carlos Morán, Enrique Armijo, and Ana Donate. Patents: Enrique Armijo, Ruth Sánchez, Colm Ahern, Pedro Saturio, and Alba Mª López. Copyright: Mabel Klimt, Enrique Armijo, Carlos Morán, Alba Mª López, and Inés de Casas. This recognition highlights the strength of ELZABURU's team and its multidisciplinary approach to advising on industrial and intellectual property, as well as its ability to support companies in the protection, defense, and strategic exploitation of their intangible assets.

Madrid, November 13, 2025 – ELZABURU, a firm specializing in industrial and intellectual property, has achieved excellent results in the Best Lawyers in Spain awards, a professional recognition based on the consensus opinion of leading lawyers regarding the professional capabilities of their colleagues within the same geographic area and legal practice. With 35 lawyers and technical experts referenced and a total of 43 mentions, ELZABURU consolidates its position as the industrial and intellectual property firm with the most recognized professionals in this edition, thus reinforcing its leading position in the Spanish market. Regarding the individuals referenced in this year's edition, these are the ELZABURU professionals who appear in the ranking: Intellectual Property Law: Colm Ahern, Agustín Alguacil, Mónica Amores, Enrique Armijo, Cristina Arroyo, Luis Baz, Luis Beneyto, Catherine Bonzom, Ignacio Diez de Rivera Elzaburu, Alfonso Diez de Rivera Elzaburu, Cristina Espín, Mercedes García, Irene Gascón, Fernando Ilardia, Mabel Klimt, Xavier Lamíquiz, Miguel Ángel Medina, Carlos Morán, Tránsito Ruiz, Francisco J. Sáez, José Ignacio San Martín, Ruth Sánchez, Ana Sanz, Pedro Saturio, Rosa Torrecillas, Cristina Velasco and Manolo Mínguez. Litigation: Enrique Armijo, Alba Mª López, and Carlos Morán; Information Technology: Ruth Benito; Privacy & Data Protection: Ruth Benito; Technology Law: Ruth Benito; Communications Law: Mabel Klimt; Entertainment Law: Mabel Klimt; Competition: Carlos Morán. Regarding the Ones to Watch distinction, which recognizes lawyers in the early stages of their careers who have already demonstrated outstanding excellence in their legal practice, the recipients were: María Cadarso and Alberto Gallo in Litigation; and Inés de Casas, Sara Navarro, Paloma Querol, and, again, Alberto Gallo, in Intellectual Property. Best Lawyers employs a sophisticated, thorough, rational, and transparent survey process designed to obtain meaningful and substantive assessments of the quality of legal services. According to this organization, “the quality of a peer-review survey is directly related to the quality of the voters.”

On July 13, Donald Trump was the victim of an assassination attempt while giving a speech at a rally in Pennsylvania. Just a few hours later, T-shirts and other merchandising items were already being sold with the image of the triumphant candidate, with his fist raised, after emerging unscathed from the attack. Is it legal to market these products without the authorization of Trump or the authors of these photos? The regulation on the right to honour and one's own image is different in different jurisdictions. What is the right to one's own image in Spain? The organic law that applies in Spain is 1/1982, of May 5, which in its article 8.2 establishes that the right to one's own image "shall not prevent its capture, reproduction or publication by any means when it concerns persons who hold a public office or a profession of notoriety or public projection and the image is captured during a public event or in places open to the public or a relevant historical interest predominates." And although greater public notoriety of a person implies a reduction in the protected area of ​​his/her image/privacy, this does not imply that said person is deprived of the rights that correspond to him/her as such. That is to say, although photos of public figures may be published, the non-consensual commercial exploitation of these images would be illegal, and would fall within the scope of the provisions of article 6, section 1, of law 1982/XNUMX, which establishes that “the use of the name, voice or image of a person for advertising, commercial or similar purposes, without the consent of said person, will be considered an illegitimate interference in the right to honour, to the name and to the image of the person affected”. Yes to reproduction, no to commercialization In line with this rule, at least in Spain, products cannot be marketed using a politician's photograph without his or her consent. And, for the same reason, the work of a photographer or artist cannot be reproduced or distributed without his or her authorization, or that of a natural person or legal entity authorized by him or her to license such uses. Those who violate these laws could face civil actions for the protection of honor, privacy or one's own image in relation to the use of the image of the person photographed, and civil actions for infringement of intellectual property rights in relation to the unauthorized use of the photographs. Likewise, if someone were to use a photograph, of which they are not the author, for commercial purposes after digital processing, they would still be violating the rights over the photograph. Among the exclusive rights enjoyed by the holders of intellectual property rights are the right of reproduction, distribution, public communication and transformation. Complainants can ask platforms to remove infringing products Within hours of the famous attack against Trump, t-shirts and commemorative items of the event were already available for purchase on Aliexpress or Amazon. Do these platforms have any responsibility for the marketing of these items? Amazon, like other online sales platforms, has mechanisms for reporting infringing content available to holders of intellectual property rights and rights to honour, privacy or one's own image, so those who consider themselves harmed may contact the platform directly to request its removal. It would also be possible to explore the possibility of requesting precautionary measures (prior to filing a lawsuit, or together with the lawsuit) consisting of the withdrawal or blocking of the offer of infringing products. Would Trump or the author of the photo have any financial rights to these sales? Any owner of rights that are being exploited by a third party without his or her consent has the right to claim compensation, either in the form of a license or, at a later stage - within the framework of a claim - as compensation for the damages caused. Alba Mª López, Associate Partner of the Business and Contracts Area of ​​ELZABURU

ELZABURU is pleased to invite you to a working breakfast where, around two round tables, the role of the new utility model and the management of consortium R&D projects will be analyzed. Date: 25.05.2018/09/00 Hours 12:00 a.m. to 21:5 p.m. Location: ELZABURU Auditorium. C/ Miguel Angel, XNUMX, Madrid. Registrations: https://www.elzaburu.com/es/area-de-clientes/inscribete/inscribete-mad-XNUMX Source: Elzaburu. Author(s): Pedro Saturio Carrasco, Antonio Tavira Montes-Jovellar, Francisco Javier Sáez Granero, Alba Maria López López

ELZABURU partner, Javier Fernández-Lasquetty, and Elzaburu associate, Alba Mª López, comment on the options that creators have regarding plagiarism on social networks. Accessible at: https://www.autonomosyemprendedor.es/articulo/tu-negocio/registrar-denunciar-armas-luchar-plagio-redes-sociales/20180517191954016380.html Source: Autónomos y Emprendedores Author(s): Javier Fernández-Lasquetty Quintana , Alba Maria López López [Show News]

The ELZABURU firm has had the pleasure of collaborating with the Thomson-Reuters Aranzadi publishing house on the work Fashion Law, a pioneering treatise in Spain on fashion law. This chapter offers a panoramic view of image rights in the world of fashion. Published by Aranzadi Source: Fashion Law, pp. 117-130 Author(s): Javier Fernández-Lasquetty Quintana, Alba Maria López López, Cristina Espín Martí, Carolina García de la Rasilla Arambarri

The ELZABURU firm has had the pleasure of collaborating with the Thomson-Reuters Aranzadi publishing house on the work Fashion Law, a pioneering treatise in Spain on fashion law. This chapter offers a panoramic view of the protection of the reputation of brands and companies in the world of fashion. Published by Aranzadi Source: Fashion Law, pp. 131-146 Author(s): Javier Fernández-Lasquetty Quintana, Alba Maria López López, Martín Bello Castro

The ELZABURU firm has had the pleasure of collaborating with the Thomson-Reuters Aranzadi publishing house on the work Fashion Law, a pioneering treatise in Spain on fashion law. This chapter offers a panoramic view of trade dress protection in the world of fashion. Published by Aranzadi Source: Fashion Law, pp. 213-222 Author(s): Javier Fernández-Lasquetty Quintana, Alba Maria López López, Cristina Espín Martí