If you have been filling in the World Cup sticker album, you may have noticed that some national flags and crests do not look quite right. Fans assumed a printing error. It was not.
National federation crests, tournament emblems and in many cases the official flag renderings are protected signs. Using them commercially requires a licence. When a licence covers some federations and not others, the publisher has two options: leave the space blank, or print a modified version that does not reproduce the protected element.
What is actually being licensed
Three separate layers usually sit on top of each other in this kind of product. The tournament brand and emblem belong to the organiser. Each federation owns its own crest and name. Player image rights are negotiated separately, often through a players association. A sticker album is the visible surface of a stack of contracts.
The lesson for your business
Any product that reproduces someone else brand, badge or design needs a written licence with a defined scope: which marks, which territories, which formats, for how long. "We only used it once" and "we gave them credit" are not defences.
If you are planning a collaboration, a limited edition or a piece of merchandise that features a third-party brand, get the licence in writing before the artwork is finalised. Redesigning at the last minute is expensive; being sued after distribution is worse.