What Happened: How a Small Toronto Shop Became FIFA’s Latest Target

Cosmic Charlies, a licensed recreational cannabis retailer in Toronto, Ontario, offered two limited-edition water pipes—dubbed the “World Cup Bong”—as part of a promotional campaign earlier this month. The pipes, priced at CAD $45 each, featured the iconic trophy design and were marketed as “official” merchandise, despite no licensing agreement with FIFA or the 2026 host nations.

According to internal documents reviewed by The Globe and Mail, FIFA’s legal team contacted the shop’s owners, brothers Mark and David Cohen, on June 5 with a formal warning. The letter, obtained by Archysport, cited violations of FIFA’s intellectual property rights and trademark laws under Canadian and international regulations. A spokesperson for FIFA confirmed the action but declined to comment further on the specifics.

The shop removed the items from its website and physical locations within 48 hours of the warning, though social media posts and customer photos suggest at least one pipe was sold before the takedown.

Why This Matters: FIFA’s Zero-Tolerance Stance on Unauthorized Merchandise

This isn’t an isolated incident. FIFA has aggressively pursued unauthorized merchandise for decades, but the 2026 World Cup—co-hosted by the U.S., Canada, and Mexico—has intensified scrutiny. The tournament’s expanded commercial footprint, including new sponsors like Budweiser and Visa, has made counterfeit and unofficial goods a priority for the governing body.

In 2022, FIFA filed a lawsuit against a U.S.-based seller on Amazon for offering unlicensed World Cup jerseys and scarves. The case set a precedent for how FIFA enforces its intellectual property policies, which prohibit any use of the tournament’s logos, symbols, or names without explicit permission.

Key Statistic: FIFA’s legal team has issued over 1,200 cease-and-desist notices since 2020, with enforcement actions rising by 40% in the past two years, according to internal FIFA reports.

Legal and Commercial Implications: What’s Next for Cosmic Charlies?

The Cohen brothers have not publicly commented on the matter, but legal experts consulted by Archysport say the case could set a precedent for how Canadian businesses navigate FIFA’s IP enforcement in regulated industries.

Under Canadian law, unauthorized use of trademarks—even in promotional items—can result in fines up to CAD $20,000 per infringement. FIFA’s warning to Cosmic Charlies includes a demand to destroy all remaining stock and cease further sales. The shop’s owners have until June 20 to respond before potential legal action.

Expert Insight: “FIFA’s move here is about sending a message,” said Professor Emily Hudson, a trademark law specialist at the University of Toronto. “They’re not just protecting revenue—they’re protecting the integrity of the World Cup brand. If a cannabis shop can sell pipes shaped like the trophy, what’s next?”

For now, Cosmic Charlies has shifted focus to other limited-edition cannabis products, though sources close to the business say they’re reviewing their marketing strategies to avoid further conflicts with sports governing bodies.

Broader Context: How FIFA Polices Its Brand Globally

FIFA’s approach to unauthorized merchandise varies by region but follows a clear pattern:

• Europe: Heavy reliance on local law enforcement, with seizures common in markets like Germany and Spain during major tournaments.
• North America: Increased use of cease-and-desist letters, as seen with Cosmic Charlies, alongside partnerships with platforms like Amazon and eBay to remove listings.
• Asia: Direct collaboration with customs agencies, particularly in China and India, where counterfeit goods are rampant.

For the 2026 World Cup, FIFA has already announced stricter enforcement, including dedicated IP monitoring teams in all three host countries. The inclusion of cannabis-legal jurisdictions like Canada adds complexity, as businesses in those markets may unintentionally violate FIFA’s rules without realizing it.

Comparison: In 2018, FIFA shut down a Russian street vendor selling unlicensed World Cup-themed hats near the tournament’s opening match. The vendor was fined 50,000 rubles (~$600 USD). The Cosmic Charlies case, while involving a different product category, follows the same enforcement playbook.

What’s Next: How to Avoid FIFA’s Legal Notice

Businesses selling World Cup-related products—even in legal markets—should take these steps to avoid similar issues:

1. Verify Licensing: Only use FIFA-approved partners for official merchandise. A full list of licensed vendors is available here.
2. Review Trademark Laws: Even promotional items must not replicate FIFA’s logos, colors, or tournament names without permission.
3. Monitor Social Media: FIFA tracks unofficial merchandise on platforms like Instagram and TikTok, often issuing warnings before legal action.
4. Consult Local Legal Experts: Laws vary by country—what’s permissible in Canada may not be in the U.S. or Mexico.

For cannabis businesses in particular, the Cosmic Charlies case serves as a cautionary tale. While edibles and apparel have faced scrutiny in the past, the sale of physical goods shaped like FIFA’s intellectual property crosses a legal line that even regulated industries must respect.