Ashlee Difuntorum recently published an article entitled “Why FIFA Locks Down Content While Coachella Lets Creators Run Wild” in Forbes. In the article, Ashlee examines the vastly different business models behind major cultural events like Coachella and the FIFA World Cup, and how the organizers’ divergent approaches to available legal protections influence the events’ presence (or lack thereof) on social media.
“Coachella is designed for the people at the festival. FIFA is designed for the billions watching at home,” Ashlee writes. “The legal tools are the same. What differs is whether enforcing them serves the business. And for FIFA and Coachella, the answer couldn’t be more different.”
Ashlee further explores the three legal rights these events have the ability to enforce, which are trademark, copyright, and contractual exclusivity.
Trademark law protects any unique brand identified, including words and symbols. FIFA’s official registered trademarks include the phrases “World Cup, “FIFA World Cup,” World Cup 2026,” and “WC26,” in addition to symbols and graphic design of the trophy.
Copyright law protects original works of authorship, fixed in a tangible form, giving the owner exclusive legal rights to control how their work is reproduced, shared, and adapted.
“Contractual exclusivity is on top of both trademark and copyright law,” Ashlee explains. She illustrates this by discussing the relationship between FIFA and Adidas. FIFA sells sponsors, like Adidas, the commercial right to associate their brands with the tournament, however, there is a promise to protect that association. “That promise is a contractual obligation, not just a business preference,” Ashlee states.
The same legal concepts for Coachella only matter if the festival chooses to enforce them, and that choice entirely depends on how the event makes money.
Ashlee outlines the proof through the numbers. “Brand activations at Coachella 2026 reportedly generated $870 million in Media Impact Value in weekend one. Goldenvoice doesn’t aggressively pursue any of it,” Ashlee explains.
The difference between Coachella and FIFA’s business models is simple: exposure alongside supply and demand. Coachella capitalizes through the use of social media, influencers, and creator content, signaling FOMO (fear of missing out) to individuals watching the content, whereas demand for World Cup tickets exceeds supply without the need for marketing.
“For Coachella, footage is a sales tool, but for FIFA, broadcast is the product,” Ashlee concludes. “What separates FIFA and Coachella isn’t the law. It’s what each event is actually selling.”
