{"id":55279,"date":"2026-05-20T14:35:13","date_gmt":"2026-05-20T11:35:13","guid":{"rendered":"https:\/\/www.cobalt.legal\/?p=55279"},"modified":"2026-05-20T14:35:13","modified_gmt":"2026-05-20T11:35:13","slug":"2026-m-pasaulio-futbolo-cempionatas-kaip-reklamoje-nepazeisti-fifa-intelektines-nuosavybes","status":"publish","type":"post","link":"https:\/\/www.cobalt.legal\/lt\/news-cases\/2026-m-pasaulio-futbolo-cempionatas-kaip-reklamoje-nepazeisti-fifa-intelektines-nuosavybes\/","title":{"rendered":"2026 m. Pasaulio futbolo \u010dempionatas: kaip reklamoje nepa\u017eeisti FIFA intelektin\u0117s nuosavyb\u0117s?"},"content":{"rendered":"<p><strong>Bir\u017eel\u012f prasid\u0117siantis 2026 m. Pasaulio futbolo \u010dempionatas \u2013 vienas did\u017eiausi\u0173 ir pla\u010diausiai stebim\u0173 sporto rengini\u0173 pasaulyje. Lietuvoje, kaip ir kitose \u0161alyse, barai ir restoranai transliuos rungtynes, o verslai ie\u0161kos b\u016bd\u0173, kaip pasinaudoti futbolo kar\u0161tine ir pritraukti klient\u0173 d\u0117mes\u012f. Ta\u010diau kartu su rinkodaros galimyb\u0117mis atsiranda ir teisin\u0117s rizikos.<\/strong> <strong>Viena i\u0161 toki\u0173 rizik\u0173 \u2013 neteis\u0117tas FIFA intelektin\u0117s nuosavyb\u0117s naudojimas.<\/strong><\/p>\n<p><strong>FIFA saugo ne tik logotipus<\/strong><\/p>\n<p>FIFA valdo itin plat\u0173 intelektin\u0117s nuosavyb\u0117s portfel\u012f, susijus\u012f tiek su pa\u010dia organizacija, tiek su Pasaulio futbolo \u010dempionatu. \u012evair\u016bs pavadinimai, logotipai, \u0161\u016bkiai, simboliai ir kiti identifikatoriai yra saugomi kaip preki\u0173 \u017eenklai ar autori\u0173 teisi\u0173 objektai daugelyje pasaulio valstybi\u0173, \u012fskaitant Lietuv\u0105.<\/p>\n<p>Tarp saugom\u0173 objekt\u0173 \u2013 \u201eFIFA\u201c pavadinimas ir logotipas, \u010dempionato pavadinimai (\u201eWORLD CUP\u201c, \u201eFIFA WORLD CUP\u201c, \u201eFIFA WORLD CUP 26\u201c), \u0161\u016bkiai (\u201eWE ARE 26\u201c, \u201eSOMOS 26\u201c, \u201eNOUS SOMMES 26\u201c), oficial\u016bs turnyro simboliai, taur\u0117s atvaizdai, talismanai bei kiti identifikatoriai.\u00a0 2026 m. Pasaulio futbolo \u010dempionatui taip pat sukurtas oficialus \u0161riftas \u201eFWC 26\u201c, kuris, priklausomai nuo jurisdikcijos, gali b\u016bti saugomas autori\u0173 teisi\u0173 ar dizaino teis\u0117mis.<\/p>\n<p><strong>K\u0105 turi \u017einoti verslai? <\/strong><\/p>\n<p>Teis\u0119 naudoti FIFA \u017eenklus ir kit\u0105 oficiali\u0105 intelektin\u0119 nuosavyb\u0119 turi tik FIFA bei jos oficial\u016bs partneriai. Be leidimo komerciniais tikslais naudojant identi\u0161kus ar pana\u0161ius \u017eymenis gali b\u016bti pa\u017eeid\u017eiamos FIFA teis\u0117s, o tai gali lemti teisines pasekmes.<\/p>\n<p>Pasak COBALT advokat\u0173 kontoros patar\u0117jos, advokat\u0117s Julijos Beldeninovien\u0117s, did\u017eiausia klaida \u2013 manyti, kad bet kokia su futbolu susijusi komunikacija automati\u0161kai yra leid\u017eiama.<\/p>\n<p>\u201eVerslui svarbiausia suprasti rib\u0105 tarp bendros futbolo tematikos ir oficiali\u0173 FIFA identifikatori\u0173 naudojimo. Galima kurti futbolo tema paremtas reklamines kampanijas, ta\u010diau komunikacija netur\u0117t\u0173 sudaryti \u012fsp\u016bd\u017eio, kad reklamos skleid\u0117jas yra oficialiai susij\u0119s su FIFA ar \u010dempionatu\u201c, \u2013 sako J. Beldeninovien\u0117.<\/p>\n<p><strong>Kaip reklamoje pasinaudoti futbolo tema ir kartu neper\u017eengti rib\u0173?<\/strong><\/p>\n<p>Tam tikras rekomendacijas pateikia FIFA intelektin\u0117s nuosavyb\u0117s gair\u0117s. Nors jos n\u0117ra teisi\u0161kai privalomos FIFA partneriais netapusiems verslams, jos ai\u0161kiai atspindi organizacijos po\u017ei\u016br\u012f \u012f leistin\u0105 ir neleistin\u0105 veikl\u0105.<\/p>\n<p>Reklamuojant rungtyni\u0173 per\u017ei\u016bras galima naudoti bendrinius futbolo terminus ir bendrin\u0119 futbolo atributik\u0105 \u2013 kamuolius, vartus, aik\u0161t\u0117s elementus, sirgali\u0173 vaizdus, \u0161ali\u0173 v\u0117liavas ar nacionalines spalvas. Tokiame kontekste galima vartoti frazes \u201efutbolo vakaras\u201c, \u201erungtyni\u0173 dienos \u0161vent\u0117\u201c, \u201edidysis turnyras\u201c ar \u201efutbolo vasara\u201c.<\/p>\n<p>Barus, restoranus, kavines, parduotuves bei kitas vie\u0161\u0105sias erdves galima dekoruoti futbolo tematika, jei nenaudojami oficial\u016bs FIFA \u017eenklai ir nesudaromas \u012fsp\u016bdis apie ry\u0161\u012f su organizacija.<\/p>\n<p>Verslai taip pat gali organizuoti konkursus, akcijas ar lojalumo programas futbolo tema. Pavyzd\u017eiui, \u201e\u012evar\u010dio nuolaida\u201c ar pana\u0161ios iniciatyvos savaime n\u0117ra draud\u017eiamos, jei jos nesukuria komercin\u0117s asociacijos su \u010dempionatu ,nenaudoja oficiali\u0173 FIFA \u017eenkl\u0173 ir nesudaro \u012fsp\u016bd\u017eio apie ry\u0161\u012f su FIFA.<\/p>\n<p>Socialiniuose tinkluose saugiau naudoti bendrines grota\u017eymes, tokias kaip #futbolas, #rungtyn\u0117s ar #futbolovakaras, vengiant oficiali\u0173 FIFA identifikatori\u0173.<\/p>\n<p>Esmin\u0117 taisykl\u0117 \u2013 rinkodaros komunikacija neturi sudaryti \u012fsp\u016bd\u017eio, kad verslas yra oficialus FIFA partneris ar kaip nors oficialiai susij\u0119s su \u010dempionatu.<\/p>\n<p><strong>Net ir ma\u017ei verslai gali sulaukti d\u0117mesio<\/strong><\/p>\n<p>Nors Lietuvoje ma\u017eiems verslams tikimyb\u0117 sulaukti FIFA d\u0117mesio gali atrodyti nedidel\u0117, organizacija aktyviai stebi galimus pa\u017eeidimus visame pasaulyje ir savo intelektin\u0117s nuosavyb\u0117s teises gina gana aktyviai. Pa\u017eeidimai gali b\u016bti identifikuojami per vietinius atstovus ar steb\u0117senos sistemas, tod\u0117l net ir nedidelis verslas gali sulaukti oficialios pretenzijos. J. Beldeninovien\u0117s \u00a0teigimu, planuojant kampanijas, susijusias su dideliais tarptautiniais sporto renginiais, verslams svarbu pagalvoti ne tik apie sprendim\u0173 k\u016brybi\u0161kum\u0105, bet ir apie galim\u0105 teisin\u0119 rizik\u0105 \u201ePagrindinis klausimas tur\u0117t\u0173 b\u016bti paprastas \u2013 ar vartotojui gali susidaryti \u012fsp\u016bdis, kad egzistuoja oficialus ry\u0161ys su \u010dempionatu? Jei atsakymas bent i\u0161 dalies yra \u201etaip\u201c, reik\u0117t\u0173 komunikacij\u0105 \u012fvertinti atid\u017eiau\u201c, \u2013 sako COBALT advokat\u0117.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bir\u017eel\u012f prasid\u0117siantis 2026 m. Pasaulio futbolo \u010dempionatas \u2013 vienas did\u017eiausi\u0173 ir pla\u010diausiai stebim\u0173 sporto rengini\u0173 pasaulyje. Lietuvoje, kaip ir kitose \u0161alyse, barai ir restoranai transliuos rungtynes, o verslai ie\u0161kos b\u016bd\u0173, kaip pasinaudoti futbolo kar\u0161tine ir pritraukti klient\u0173 d\u0117mes\u012f. Ta\u010diau kartu..<\/p>\n","protected":false},"author":23,"featured_media":55288,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[29],"country":[92],"class_list":["post-55279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-lt","country-lithuania-lt"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>2026 m. Pasaulio futbolo \u010dempionatas: kaip reklamoje nepa\u017eeisti FIFA intelektin\u0117s nuosavyb\u0117s? | COBALT<\/title>\n<meta name=\"description\" content=\"2026 m. 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