The International Football Association, soccer’s governing body, has warned PepsiCo Inc. that its potentially infringing the group’s trademark rights.  The Zurich-based Federation Internationale de Football Association, commonly known as FIFA, objected to a question Pepsi placed on a Chinese web site in April that made reference to the World Cup.  In a cease-and-desist letter, counsel for FIFA told Pepsi such references are “misleading” and demanded both that it be removed and that Pepsi issue an apology.  FIFA has already more than 3,000 cases involving trademark infringements or unauthorized attempts to piggyback marketing to Word Cup promotions.

The FIFA World Cup 2010 will start June 11 in South Africa.

A court fight is escalating over who owns the rights to “Who Dat?” as the NFL and the New Orleans Saints filed trademark counterclaims against the company that made a recording that became the popular cheer of Saints fans.  On March 4, Who Dat? Inc., filed suit in U.S. District Court in Baton Rouge, claiming Trademark rights to the phrase. Brothers Sal and Steve Monistere owned a recording company that produced the local hit in 1983.  Since then, their company has sold various “Who Dat” goods. In a reply filed Thursday, NFL Properties and the Saints say the law suit is a transparent and opportunistic effort to capitalize on the equity and popularity of the New Orleans Saints as their fans celebrate their Super Bowl victory.