Mercado Livre and FIFA Join Forces to Combat Counterfeiting at the 2026 World Cup

Partnership Aims to Remove Illegal Ads from the Platform and Protect Consumers During the 2026 World Cup

FIFA has joined the Mercado Livre Anti-Counterfeiting Alliance (MACA), an initiative aimed at combating counterfeiting and digital piracy in Latin America. This partnership strengthens cooperation between the sports organization and Mercado Livre to identify and contain the sale of unauthorized World Cup-related products.

The high level of interest in these items underscores the need for this initiative. In May 2026, searches for World Cup-related products on Mercado Livre averaged 105 searches per minute across the region.

The partnership includes measures to locate and remove from the platform listings that infringe on FIFA’s intellectual property rights regarding its competitions. The two organizations are also working together with relevant authorities to support the seizure of counterfeit goods.

Among the main targets of these operations are soccer balls and sports jerseys. The goal is to disrupt the operations of networks involved in the sale of these products, thereby reducing the impact on consumers and protecting the reputation of official brands.

The initiative also aims to ensure that the millions of Mercado Livre users have access to authentic products when shopping on the platform.

“At Mercado Livre, we work as a team. This partnership with FIFA allows us to continue protecting our users and the brands that trust our platform, promoting fairer and more transparent commerce,” said Paula Fernandez Pfizenmaier, Director of Intellectual Property at Mercado Livre.

“FIFA works tirelessly to protect its intellectual property and the rights granted to its official partners and licensees. The teamwork and leadership demonstrated by Mercado Livre through this important and effective partnership represent a fundamental pillar of FIFA’s anti-counterfeiting program and a significant step toward ensuring that fans have the peace of mind to purchase authentic, high-quality products,” noted Lynn Carrillo, FIFA’s Director of Commercial Legal Affairs.

The cooperation is also part of a broader business relationship between the two organizations. In this context, Mercado Livre serves as the Official Supplier for Latin America for the 2026 FIFA World Cup, while the new alliance expands initiatives aimed at protecting intellectual property and combating piracy in e-commerce.

Source: https://exame.com/esporte/mercado-livre-e-fifa-se-unem-contra-falsificacao-na-copa-do-mundo-2026/