Neymar Accused of Ambush Marketing During Champions League Clash
Brazilian forward Neymar has come under scrutiny for allegedly promoting his personal sponsor during a UEFA Champions League quarter-final match between Barcelona and Atlético Madrid — a move that may breach FIFA’s rules on marketing and sponsorship.
The incident occurred during the second-leg fixture, which saw Barcelona fall to a 1-0 defeat and exit the competition. Neymar, one of the sport’s most marketable figures, is reported to have displayed his branded underwear — produced by Brazilian company Lupo — on five separate occasions during the match.
Lupo has sponsored the Barcelona star since 2011, and the highly televised match offered the brand significant exposure in Neymar’s native Brazil. The game was broadcast live on two major free-to-air television channels in the country, ensuring millions of viewers caught a glimpse of the branding.
Such actions, however, are strictly prohibited under FIFA and UEFA regulations, which seek to prevent so-called “ambush marketing” — where non-official sponsors gain visibility during major competitions without formal partnerships.
While there has been no official comment yet from UEFA, marketing experts have pointed out that the repeated exposure of the Lupo brand could be interpreted as intentional and in violation of the governing body’s strict commercial guidelines. Players are not allowed to wear or display brands that are not authorised by competition organisers, especially in such high-profile fixtures.
Neymar, 22 at the time, has long been a commercial powerhouse in the football world, with a vast portfolio of endorsement deals both in Brazil and internationally. His close association with brands has helped him become one of the most recognisable athletes globally — but it has also placed him under the spotlight when commercial interests appear to clash with official rules.
Whether UEFA or FIFA will take action remains to be seen, but the situation highlights the growing tension between personal endorsements and the strict sponsorship frameworks that govern elite football tournaments.
