Fifa secures Naranjito trademark in Europe more than four decades after Spain 1982
According to elEconomista, Fifa has officially registered the image of Naranjito, the mascot of the 1982 World Cup in Spain, as a European Union trademark, marking a renewed effort to monetize one of football’s most recognizable historical icons.
A decades old mascot returns to business
The application for the trademark was submitted in June 2025 through a Madrid based legal firm and approved on November 10 after no objections were filed, according to elEconomista. The protection will remain in place until June 26, 2035.
This grants Fifa exclusive commercial rights to use Naranjito across all 27 European Union countries for a wide range of purposes over the next decade.
Commercial reach across multiple industries
According to elEconomista, the trademark covers a broad spectrum of products, including toys, glasses, keychains, bags and football equipment, as well as electronics, watches, jewelry and coins.
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The registration also extends to clothing such as swimwear, underwear and sandals, along with more unexpected categories like child car seats and financial related items.
Beverages are included as well, ranging from soft drinks and juices to energy drinks and beer. Beyond physical goods, the rights also apply to services such as education, training and entertainment.
From bold design to cultural icon
Naranjito was created by Spanish designers María Dolores De Salto and José María Martín Pacheco, who envisioned a bright orange character dressed in Spain’s national team kit and holding a football.
Chosen from around 600 proposals, the mascot stood out for its originality and became the first and only fruit ever used as a World Cup symbol.
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Its popularity extended beyond the tournament itself, with a successful animated television series that gained traction among younger audiences at the time.
Intellectual property as a football strategy
The move underscores how football organizations increasingly treat branding as a long term asset. According to elEconomista, Fifa and leading players regularly register names, nicknames and even signature celebrations to secure commercial control.
Modern stars such as Lamine Yamal, Kylian Mbappé and Vinicius Junior have followed a path pioneered by Cristiano Ronaldo and Lionel Messi in protecting their personal brands.
Clubs are equally active. Real Madrid leads in registered trademarks and designs, followed by Fc Barcelona, Manchester United, Bayern Munich and Paris Saint Germain.
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Euipo highlights scale of brand protection growth
The European Union Intellectual Property Office, based in Alicante and led by João Negrão, oversees trademark and design registrations across the bloc. According to elEconomista, the agency has surpassed five million applications, with approximately 330000 filed in 2025 alone.
The scale of these figures reflects the increasing importance of intellectual property in global sport, where even decades old symbols like Naranjito continue to generate new commercial opportunities.
Sources: elEconomista, Euipo
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