Paraguay Football Association Launches Official Intellectual Property Use Manual for its National Team

By BKM | Berkemeyer

The Paraguayan Football Association (APF) has formally presented its Official Intellectual Property Use Manual for La Albirroja, a comprehensive document designed to regulate, clarify and protect the commercial and institutional use of the national team’s brand assets.

The initiative marks a step in the professional management of sports intellectual property in Paraguay, aligning the APF with international best practices adopted by major football associations and leagues. The launch comes at a particularly significant moment, as Paraguay has officially qualified for the FIFA World Cup 2026, marking its return to the global stage after a 16-year absence. 

According to the APF, the manual was developed to provide clear, concise and enforceable guidelines for the authorized use of the intellectual property associated with the Paraguayan national team. These guidelines are directed at sponsors, licensees, media outlets, agencies, and third parties, as well as the general public.

While the APF encourages expressions of enthusiasm and national pride related to La Albirroja, it emphasizes that such expressions must not incorporate protected intellectual property elements without authorization, particularly in commercial or promotional contexts.

As detailed in the manual, the APF’s official intellectual property includes, among other assets:

-Institutional and sporting logos of the APF and La Albirroja

-Official emblems and visual identifiers

-Registered slogans and distinctive phrases (such as “La Albirroja” and “Garra Guaraní”)

-Official hashtags and digital identifiers

-Characteristic colors and elements of the visual identity system

-Official images of players in institutional contexts

-Audiovisual and sound elements associated with the national team

-Copyrights and neighboring rights related to official match broadcasts

-Designs forming part of the APF’s official brand system

The protection applies not only to registered assets but also to elements that, by their originality and consistent use, clearly identify the national team. 

Official Sponsors and Authorized Use

The manual distinguishes official sponsors and licensees from other third parties. Only sponsors with current contractual authorization may use certain intellectual property assets for commercial or promotional purposes, and strictly within the scope defined by their agreements.

At the time of publication, the APF confirms that its official sponsors are authorized to use designated assets of La Albirroja under specific conditions, reinforcing the importance of exclusivity and brand coherence.

Media Use

The APF authorizes media outlets to use its intellectual property exclusively for editorial, informational or journalistic purposes, provided that:

-The use does not imply a commercial association or sponsorship relationship

-There is no misleading link between the media outlet and the APF or La Albirroja

-The ownership of the intellectual property by the APF is clearly acknowledged

The manual explicitly includes digital media, social networks, streaming platforms, television, radio, print publications and multimedia formats.

However, certain uses are expressly prohibited, including:

-Logos integrated into recurring site branding or sections suggesting sponsorship

-Countdown graphics, match clocks or pre-match counters using official assets

-Rankings, tournament brackets or promotional visuals using protected elements without authorization

Prohibited Uses for Sponsors and Third Parties

Even official sponsors are subject to strict limitations. The manual expressly prohibits, among other actions:

-Modifying, redesigning or reinterpreting official logos or symbols

-Using player images or institutional symbols beyond contractual scope

-Transferring usage rights to third parties without APF approval

-Incorporating APF or national team imagery into political, religious or unrelated campaigns

-Creating merchandise or promotional products outside approved categories

-Conducting activations outside authorized physical, digital or temporal spaces

The document reinforces that any unauthorized use may lead to legal action, including enforcement measures under Paraguayan law and applicable international treaties.