Thinking about building a FIFA World Cup or Wimbledon campaign? We looked at the CAP Code to understand what brands can reference in UGC and where the risks start to appear.
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With the FIFA World Cup almost here and Wimbledon following shortly after, it's only a matter of time before brands start asking the same question:
"Can we actually reference these events in our content?"
It's easy to see why. Major sporting events dominate social feeds, advertising and conversations for weeks at a time, creating natural opportunities for brands to join in. Whether it's a match day routine, a watch party with friends or a creator sharing their Wimbledon traditions, these moments can provide a timely backdrop for UGC campaigns.
At the same time, they raise an important question for marketers: can brands actually reference major sporting events in UGC?
The answer is often yes, but there are some important considerations to keep in mind.
One of the biggest misconceptions is that brands can't mention major sporting events at all.
In reality, the CAP Code doesn't prohibit brands from making factual references to events. Instead, the focus is on whether advertising is likely to mislead consumers. CAP Code 3.1 states that marketing communications "must not materially mislead or be likely to do so."
In practical terms, there's a clear difference between a creator saying:
"I'm heading to the pub to watch the FIFA World Cup."
and a brand claiming:
"Official FIFA World Cup partner."
One is simply referencing a cultural moment that millions of people are already talking about. The other suggests a commercial relationship that may not exist.
For brands working with UGC creators, this distinction is important. Referencing an event as part of a creator's genuine plans, opinions or experiences is very different from using that event to imply sponsorship, endorsement or affiliation.
Major sporting events give creators something instantly recognisable to build content around.
A creator doesn't need to explain why they're hosting friends for a match, discussing tournament predictions or sharing their plans for a summer sporting event. The audience already understands the context, which helps the content feel timely and relevant from the very first few seconds.
This is often why event-led UGC video ads perform so well. Rather than making the event the focus, they use it as the backdrop for a story that feels authentic to the creator.
The event provides the context, while the product remains the focus.
In many cases, the safest and most effective approach is to focus on genuine experiences surrounding the event rather than the event itself.
Creators can talk about where they're watching, what they're wearing, what they're eating or how they're spending the day. They can discuss traditions, reactions and personal opinions in ways that feel natural because they're rooted in real experiences.
This type of content tends to perform better anyway. Audiences are generally more interested in relatable stories than content that feels like it's trying too hard to attach itself to a major event.
Brands using a UGC platform often find that the strongest campaigns come from giving creators enough freedom to interpret these moments naturally rather than scripting every reference.
While referencing major events is often fine, there are some areas where marketers should be more cautious.
The biggest risk is implying sponsorship, endorsement or affiliation where none exists.
For example, describing your campaign as an "Official World Cup Watch Party" or claiming to be "Wimbledon's favourite skincare brand" could create the impression that there is a formal commercial relationship between your brand and the event.
This is where the CAP Code becomes particularly relevant. The concern isn't simply mentioning the event. It's creating a misleading impression about your brand's relationship with it.
Brands should also be careful when using official event branding. Logos, graphics, broadcast footage and other protected assets are often subject to separate intellectual property rights owned by the event organiser. Just because a creator can talk about an event doesn't automatically mean a brand can use its official assets in advertising.
Another common mistake is trying so hard to capitalise on a major event that the campaign starts to look like an unofficial sponsorship. If consumers could reasonably believe your brand is officially connected to the event, it's worth taking a step back and reassessing the creative.
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Ticket giveaways and event-related promotions require additional consideration.
Promotions are covered by a separate section of the CAP Code, and brands should always make sure prizes, terms and entry mechanics are communicated clearly.
It's also important not to imply that a giveaway is being run in partnership with an event unless that relationship genuinely exists.
For example, there's a significant difference between giving away tickets to a sporting event and positioning your promotion as an official event partnership.
When reviewing event-led UGC, a useful question to ask is:
Could a reasonable consumer believe our brand is officially connected to this event?
If the answer is no, you're generally moving in the right direction.
For most brands, the strongest approach is also the simplest one. Use major sporting events as inspiration, focus on the experiences happening around them and allow creators to tell authentic stories that feel relevant to the moment.
Done well, event-led UGC can help brands tap into conversations their audience is already having without creating misleading impressions or unnecessary compliance concerns.
If you're planning a campaign around a major sporting event, it's worth familiarising yourself with the UK's advertising rules before briefing creators.
For more information, visit:
The rules can be found on the official ASA and CAP websites:
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Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 7000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.
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