With an estimated cumulative global television audience of 25 billion for World Cup 2006 played in Germany and an estimated 3 billion US dollars worth of business for World Cup 2010, the biggest sporting event in the world is big business.
But local entrepreneurs should note FIFA’s licencing requirements before they link the promotion of their business or goods to World Cup 2010.
FIFA gets a major portion of the money needed to stage such a major tournament from selling broadcasting rights to media and from major international and national sponsors who pay millions to promote their brand in conjunction with FIFA and the event. This financial support is essential to not only stage a major World Cup event, but also to invest in sport development in South Africa and elsewhere in Africa, FIFA explained at a recent media workshop. That is why the rights sponsors have bought, have to be protected against counterfeit goods or ambush marketing.
In the official FIFA fan parks or public viewing areas in host cities and in the match stadiums, only major sponsors have the right to promote their wares. There are also commercial exclusion zones around match stadiums which have as much to do with access control and security as sponsors’ rights.
The use of terms such as “World Cup”, “2010”, “FIFA” and 2010 South Africa” may be used when reporting news. When these and other words are used in advertising, promotion or merchandising, however, a licence is required. FIFA says that if there is any possibility that the consumer or target audience will see an association between the advertised product and the official organizers or the event, a licence must be obtained. FIFA says the protection of sponsors is no different from existing legal protection of trademarks such as when pirate, unlicensed DVDs or clothing are confiscated and destroyed.
Global Brands have been appointed as the licensing agent for 2010. Their website is
http://www.globalbrandsgroup.com/ and e-mail address
mailto:www.globalbrandsgroup.com(Source: Atlantic Sun)