Alicante, Spain – Forty-six years after captivating fans during the 1982 FIFA World Cup in Spain, the cheerful orange mascot known as Naranjito is once again the focus of the world’s football governing body. The Fédération Internationale de Football Association (FIFA) has secured exclusive commercial rights to the image of Naranjito for operation within the European Union market over the next decade, a move signaling the enduring appeal and commercial value of the iconic figure.
The registration with the European Union Intellectual Property Office (EUIPO), based in Alicante, was formally approved on November 10, 2025, and extends until June 26, 2035. This grants FIFA control over the use of Naranjito’s likeness for a vast array of commercial products, ranging from eyewear and toys to sporting goods and apparel. The scope even extends to items like car seats, watches, jewelry, and beverages.
Naranjito’s story began in 1982, the brainchild of Seville-based advertising professionals María Dolores de Salto and José María Martín Pacheco. They envisioned an orange – a fruit emblematic of the Spanish Mediterranean – brought to life with a football kit and a ball tucked under its arm. From a field of 600 proposals, Naranjito emerged as a groundbreaking choice, becoming the first and, to date, only fruit to serve as the mascot for a FIFA World Cup. The character’s impact was immediate and widespread, even spawning a popular animated television series, “Fútbol en acción,” that resonated with children across Spain.
The decision by FIFA to proactively protect Naranjito’s image reflects a broader trend within the football world, where clubs and governing bodies are increasingly focused on safeguarding their intellectual property. As reported, Real Madrid currently leads the way holding 47 trademarks and 24 designs, followed by FC Barcelona, Manchester United, Bayern Munich, and Paris Saint-Germain. Protecting these assets is seen as crucial for maximizing revenue streams and controlling brand representation.
The EUIPO, directed by Portuguese national Joao Negrao, has seen a surge in registration requests, recently surpassing five million filings, with nearly 330,000 received in the past year alone. This underscores the growing importance of intellectual property rights in the global marketplace.
Naranjito’s creation wasn’t without its initial critics. According to accounts from the time, the mascot’s design was initially met with mixed reactions, with some questioning its aesthetic appeal and symmetry. However, its unique character and symbolic representation of Spain quickly won over the public, cementing its place in football history. The mascot’s enduring legacy is evident in its continued recognition and nostalgic appeal among those who experienced the 1982 World Cup.
The range of products FIFA now has the rights to commercialize is extensive. Beyond the expected footballs, shirts, and keychains, the list includes electronic devices, credit cards, baby and children’s car seats, and even alcoholic and non-alcoholic beverages. FIFA too secured rights related to educational and training services, as well as entertainment offerings connected to football.
This move by FIFA isn’t simply about capitalizing on nostalgia. It’s a strategic business decision that recognizes the enduring power of a beloved brand. Naranjito represents a specific moment in football history – a time when Spain hosted the world and introduced a uniquely Spanish symbol to a global audience. The mascot’s image evokes memories of iconic moments from the tournament, such as Brazil’s Falcao attempting to stop Argentina’s Diego Maradona.
The registration of Naranjito’s image highlights the increasing sophistication of intellectual property management within the sport. It’s no longer enough to simply own a trademark; organizations are actively pursuing protection for everything from player likenesses and goal celebrations to mascots and historical imagery. This proactive approach ensures that they can fully leverage their assets in a competitive global market.
As FIFA looks ahead, the possibilities for Naranjito’s revival are numerous. Whether through retro-themed merchandise, digital activations, or even a potential return to television, the iconic orange mascot is poised to once again capture the hearts of football fans worldwide. The next step will be to see how FIFA implements its commercial strategy and brings Naranjito back into the spotlight.
Fans can expect to see potential Naranjito-branded products appearing across the 27 countries of the European Union in the coming months and years. The EUIPO registration provides FIFA with a solid legal foundation to enforce its rights and prevent unauthorized use of the beloved mascot’s image.
