Eleanor StoneLionel Messi is heading to his record sixth FIFA World Cup at the age of 38, training separately from Argentina's squad in early June after suffering a left hamstring muscle fatigue issue during an Inter Miami MLS fixture. He is expected to be fit for Argentina's Group Stage opener against Algeria on 16 June 2026 in Kansas City — a match that UK football fans and businesses are already buzzing about.
But behind the sporting spectacle, Messi's presence at the 2026 tournament is triggering a wave of commercial activity that carries serious legal risk for UK businesses — and a looming 2027 tax reform that every athlete, agent, and brand manager in the country needs to understand right now.
The World's Most Recognised Footballer and the UK's Patchwork Image Rights Law
When a UK business places Messi's face on its website, social media feed, or in-store display during the World Cup, it is entering one of the most legally complex areas of commercial law in Britain. Unlike France, Germany, and several other jurisdictions, the UK has no standalone image rights statute. Protection instead comes from a patchwork of common law, trademark registration, data protection regulations, and contract law.
The primary legal claim for unauthorised use of a footballer's likeness in the UK is passing off. To succeed, a claimant must prove three elements: established goodwill in their image, a misrepresentation to the public (implying an official endorsement connection), and resulting damage. For a player of Messi's profile — one of the most commercially valuable sports brands on earth — establishing goodwill is trivial. The misrepresentation and damage questions are where UK courts focus their scrutiny.
"Messi training alone as Argentina hold their first World Cup practice session" may sound like a sports injury update. For UK solicitors specialising in intellectual property, it is a reminder that one of the most aggressively protected commercial brands in global sport is about to appear on billions of screens — and that legal exposure for UK businesses who cut corners is higher than ever.
What a Single Advert Can Cost You
FIFA operates one of the most robust anti-ambush marketing enforcement regimes in professional sport. When a UK business uses a player's image without authorisation during the 2026 World Cup, it may simultaneously face:
- A personal claim from the athlete under passing off or trademark infringement
- A claim from FIFA under its own trademark and anti-ambush marketing enforcement framework
- Potential claims from the national federation (in this case the Argentine Football Association) if federation imagery is used
- Photographer or agency claims if the image is used without a licence
The 2026 World Cup is hosted across three countries, and each state's right of publicity law adds another layer. UK brands who believe they are safely operating from London are not insulated from multi-jurisdictional legal exposure when campaigns run internationally.
A recent legal industry briefing by Lewis Silkin on "keeping campaigns onside" during World Cup 2026 noted the volume of inquiries from UK brands seeking to capitalise on the tournament without triggering legal action — underlining how widespread the misunderstanding remains.
The Cole Palmer Precedent and the Rise of Image Rights Companies
The legal infrastructure around footballer image rights has evolved rapidly. Elite players increasingly establish a dedicated Image Rights Company (IRC), assigning their personal brand assets — name, likeness, signature, characteristic celebrations — to a company in which they hold shares and serve as director. This structure governs how commercial exploitation of the personal brand is licenced and taxed.
In November 2025, England and Chelsea midfielder Cole Palmer registered multiple trade marks with the UK Intellectual Property Office covering his name, autograph, facial image, signature celebration gesture, and even the phrase "Cold Palmer." This is now standard practice among top-flight players and reflects the legal reality that any UK business seeking to use a player's name, likeness, or catchphrase in its marketing must obtain express consent from the player's IRC — not just the club.
For a player of Messi's standing, the chain of consent is long: the player's IRC, Inter Miami, the Argentine Football Association, and FIFA all have interests that must be cleared before a UK campaign can legally feature him.
Internal resource: What UK fans attending Argentina's World Cup matches need to know about their legal rights abroad is also worth reading for anyone travelling to the USA for the tournament.
The 2027 Image Rights Tax Reform: Act Before the Window Closes
UK businesses and agents advising athletes need to be aware of a landmark change announced in the 2025 Autumn Budget that takes effect in April 2027.
From that date, any image rights payment deemed "related to employment" will be reclassified as employment income, subject to PAYE deductions and Class 1 National Insurance Contributions. For a top-earning player under the new regime, this creates an effective tax rate of approximately 47% on employment-linked image rights income. Clubs face an additional employer National Insurance charge of around 15% on such payments.
This is a significant restructuring of how UK clubs and players manage commercial income. The April 2025 abolition of non-dom status already eliminated the offshore advantages that had historically made the UK an attractive base for international athletes with global image rights portfolios.
For UK-based sports agents, tax advisors, and solicitors advising clubs and players, the message is clear: the existing structures need review now, before April 2027 compresses the legal options available.
The UK government publishes authoritative guidance on trade mark registration and protection at gov.uk/topic/intellectual-property/trade-marks — a starting point for any business seeking to understand what can and cannot be protected.
What Should UK Businesses Do Now?
The 2026 World Cup is a once-in-a-generation marketing opportunity. But the legal risks of using footballer images without authorisation — even for small-scale social media campaigns — are real and escalating. UK solicitors who specialise in sports and intellectual property law can help businesses:
- Conduct a rights clearance audit before any campaign involving player imagery
- Negotiate image rights licences at fair market rate
- Advise on ambush marketing risk in campaigns that reference the tournament without featuring players directly
- Structure contracts to comply with the incoming April 2027 employment income treatment of image rights
For more context on how international player contracts intersect with UK sports law during the World Cup period, see also: MLS World Cup Break: The International Transfer Window Rules UK Clubs Need to Know.
Messi's sixth World Cup is a sporting story for the ages. For UK businesses and athletes, the legal story running alongside it is just as important — and the clock on the 2027 reforms is already ticking. A specialist solicitor on Expert Zoom can advise on image rights clearance, trade mark registration, or athlete IRC structures ahead of both the tournament and the April 2027 deadline.
This article is for general informational purposes only and does not constitute legal advice. Consult a qualified UK solicitor for guidance specific to your circumstances.
