Staging an event like the Soccer World Cup is a mammoth undertaking, and FIFA would not be able to do this without significant financial contributions from its rights holders and sponsors.

It therefore guards these rights very closely.

FIFA owns all rights to the 2010 FIFA World Cup, including all media, marketing, licensing and ticketing rights. It then grants licences and broadcast rights to its main sponsors.

FIFA's rights holders pay millions of dollars for the rights to global advertising, promotions and marketing relating to the event. They are guaranteed exclusive association with the 2010 FIFA World Cup South Africa, especially the use of the official marks.

Given the massive global reach of the event, with an estimated cumulative global television audience of 25 billion people, with an estimated $3-billion worth of business for 2010, and the fact that it is being hosted in Africa for the first time, many organisations will want to take advantage of this.

In terms of South African law, it is illegal to make, publish or display any kind of statement, communication or advertisement which implies there is an association with FIFA or the World Cup. In other words, without the written permission of FIFA, nobody can use its logo or anything relating specifically to the World Cup, such as 2010, FIFA, World Cup, soccer, football, South Africa or any combination of these words. "Ambush marketing" is also prohibited.

For example, T-shirts with the logo, or a football, or alluding to the event will be illegal.

According to FIFA, the unauthorised use of the official marks by any other parties not only undermines the integrity of the event, but it also puts the interests of the worldwide football community at stake. Rights holders would not invest in the event if they were not guaranteed they would have exclusivity for the use of the marks.

"If anyone could use the official marks for free and create an association with the 2010 FIFA World Cup, there would be no reason to become a rights holder. This would mean that FIFA and the local organising committee would not be able to appoint rights holders and would not be able to secure the funding of the 2010 FIFA World Cup from such revenues," FIFA says.

For more information on FIFA and copyright, visit the FIFA website: www.fifa.com

Global Brands have been appointed as the licensing agent for 2010. Their website is www.globalbrandsgroup.com and e-mail address nicholas.bloom@globalbrandsgroup.com