Hyundai’s advertising campaign linked to the Brazilian national football team’s performance at this year’s World Cup has irritated Volkswagen, the squad’s official sponsor. The German automaker said it contacted CBF, the country’s soccer federation, for clarification.

The CBF has already asked Hyundai to pull its “Hexagarantia Hyundai” campaign that promises an extra year’s warranty to new car buyers in Brazil if the team wins the World Cup for a record sixth time. The CBF argued the campaign represents a misuse of the national team’s intellectual property.

“Volkswagen do Brasil is in contact with the CBF to clarify and resolve this issue,” VW told Bloomberg in an e-mailed statement. The automaker added it has been the automotive partner of the Brazilian team since 2009, which gives it exclusive rights to use the association in promotional activities and official communications.

Hyundai spokeswoman Meeyoung Song said the company isn’t commenting on the matter. Hyundai Brazil’s commercial was still available on its YouTube channel at the time this article was written and had garnered more than 1.27 million views. The promotion also has a dedicated website in Brazil.

As FIFA’s official sponsor, Hyundai is allowed to use branding associated with the World Cup, but the CBF says it can’t use references to the Brazil national team in its promotion.

By Dan Mihalascu

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