FIFA lawyers target Toronto shop over World Cup bong

FIFA's lawyers have sent a cease-and-desist letter to a Toronto cannabis shop that was selling $50 gold bongs shaped to resemble the World Cup trophy — and the shop's co-owner says he plans to frame it.

The Canadian Press, as reported by the Medicine Hat News, broke the story Friday. Cosmic Charlies co-owner Sean Kady said a law firm acting for FIFA sent letters to both of his stores demanding he stop selling the bongs, hand over sales receipts and marketing materials, and disclose how many units he sold, where he sourced them, and what profit he made.

The answer to most of those questions is: not much. Kady said he only ever stocked two of the bongs. One never sold. The other went to a cash-paying customer who wanted it as a keepsake — not to smoke from, but as a collector's item paired with news coverage of the stunt.

"He didn't even consume cannabis," Kady said of the buyer. "I guess maybe he had a suspicion they'd be hard to get your hands on soon."

Kady said he had half-expected this outcome from the start. FIFA is well known for aggressively protecting its trademarks during World Cup years, going after businesses that reference the tournament without authorization — a pattern familiar to any small business owner who has ever tried to run a World Cup promotion without buying in through official channels. For southeastern Alberta retailers, it's a useful reminder that the global sports machine runs a tight operation on intellectual property, regardless of how small the offending shop may be.

"I poked the bear. I guess it was to be expected," Kady said.

He had, in fact, been hoping for exactly this. Before the tournament kicked off Thursday, Kady told The Canadian Press he wanted FIFA to send the letter specifically so he could display it.

"I do hope that FIFA comes and gives me a cease and desist," he said at the time. "I would frame it. I think it'd be really funny."

Now that the letter has arrived — eight demands and all — he is following through on that plan, with one small logistical wrinkle.

"I am going to frame it. One hundred per cent," he said. "I'm just deciding which part. It's quite long, to be honest."

Kady said he intends to comply with FIFA's requests and is not particularly worried about the outcome.

"We'll get this all sorted out," he said.

The 2026 FIFA World Cup opened Thursday across host cities in Canada, the United States, and Mexico — marking the first time Canada has hosted the tournament since 1994.