Paraguay Enacts Special IP Protection Regime for International Sporting Events – Law No. 7467/2025

On 24 April 2025, Paraguay enacted Law No. 7467/2025, establishing a special legal framework for international sporting events held in the country. This legislation introduces a number of important provisions relating to intellectual property rights (IPRs), with a particular focus on trademark protection, ambush marketing, and audiovisual rights.

This article outlines the key IP-related provisions of the new law and highlights its alignment with international practices regarding the protection of intangible assets during large-scale events.

Recognition and Protection of Well-Known Trademarks

One of the most significant innovations is the automatic recognition of well-known marks associated with the event. According to Article 13, any trademarks, slogans, logos, emblems, and other signs used in connection with the event—either by the organizer or by authorized third parties—shall be deemed well-known within the national territory for the entire duration of the event.

This presumption of notoriety is granted ex lege and does not require prior administrative or judicial recognition, thereby facilitating enforcement and providing immediate legal standing against unauthorized use.

Duration of Protection

Article 14 provides that the special protection granted to such signs extends for one (1) year after the event concludes. This allows right holders to maintain exclusivity during the pre-event promotional phase, the live execution of the event, and the post-event commercialization and media cycles.

This provision aligns with international standards and addresses a common enforcement gap, especially in the context of merchandising, streaming rights, and late-stage ambush marketing.

Inter-Agency Coordination

Article 15 mandates that the National Directorate of Intellectual Property (DINAPI) coordinate its procedures with other relevant public institutions involved in the event. While the article does not introduce procedural innovations, it reinforces the administrative consistency and cross-agency collaboration required for effective implementation.

Regulation of Ambush Marketing

Articles 16, 17 and 19 address various forms of ambush marketing, marking a landmark development in Paraguayan law. Article 16 prohibits unauthorized commercial activities that seek to associate a product or service with the event, within a two-kilometer radius of the official venue, unless expressly authorized.

Article 17 further reinforces this by recognizing the exclusive right of organizers to authorize or prohibit any commercial use of signs, images, sounds, or content generated during the event. It also grants them exclusive control over the capture, reproduction, broadcasting, and communication to the public of images and sounds.

Finally, Article 19 introduces a civil liability regime applicable to those who infringe upon the exclusive rights conferred by the law, including the possibility of claims for unjust enrichment, providing a solid legal basis for financial redress.

Implications and Significance

Law No. 7467/2025 represents a significant step forward in the protection of IP rights in Paraguay, particularly in the context of high-profile international events. By granting automatic recognition of well-known marks, defining clear enforcement periods, regulating ambush marketing, and recognizing exclusive media rights, Paraguay is aligning itself with global best practices.

The new framework provides legal certainty for right holders, licensees, and sponsors, and strengthens Paraguay’s attractiveness as a reliable venue for hosting international sporting events.

For AIPPI members monitoring regional legislative developments, this law offers a useful case study in how IP rights can be tailored to the unique demands of the sports and entertainment industries.