World IP Day 2026: Celebrating IP and Sports

The theme for World Intellectual Property Day 2026 is “IP and Sport,” and here on Brand & New we’re joining in the celebrations with a close look at the powerful intersection of intellectual property (IP) and sport, and there may be no better stage for that conversation than “the world’s game:” football, or as it called in the United States, soccer! The goal of World IP Day 2026 is to highlight how creativity, innovation, and strong IP protection keep sport thriving, dynamic, and accessible worldwide—and few organizations embody that global impact quite like the Fédération Internationale de Football Association (FIFA). In this episode of Brand & New , we’re joined by Tiffany M. Shepard, Director and Senior Counsel, Brand Rights Protection at FIFA World Cup 2026. In this role, Ms. Shepard leads the North American enforcement strategy to safeguard FIFA’s World Cup 2026 IP, retail licensing, and sponsorship rights from ambush marketing, counterfeiting, and unauthorized affiliations. Prior to joining FIFA, Ms. Shepard served in various in-house roles at major global brands, including at BuzzFeed Media Enterprises, The Kraft Heinz Company, and The Procter & Gamble Company Ms. Shepard joins us today for a timely and wide-ranging conversation about protecting one of the most valuable and visible sports brands on the planet. As excitement builds toward the upcoming 2026 FIFA World Cup, she discusses the importance of safeguarding IP across borders, preserving trust and authenticity for billions of fans around the world, and what’s keeping her team busy in the weeks leading up the event. From the challenges of brand protection at large-scale global sporting events to advice for the next generation of IP professionals, this episode explores why IP matters not just to organizations like FIFA—but to creativity, innovation, and the future of sport itself. Related Resources About Tiffany M. Shepard About World Intellectual Day About the FIFA World Cup 2026 Recent and Related Brand & New Episodes IP and the SDGs: Building Our Common Future with Innovation and Creativity Women Leaders Series: Advancing Athlete Rights Related 2026 Annual Meeting Sessions Ambush Marketing Without Borders: How Sports Rights Are Protected Worldwide Dupe Culture: The Imitation Game

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World IP Day 2026: Celebrating IP and Sports is an episode from Brand & New by INTA.

This episode is 28:01 long.

This episode was published on Apr 27, 2026.

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