With the soccer World Cup approaching, organiser FIFA is pursuing a vigilant and so-far successful campaign to protect its intellectual property. WIPR investigates.
On June 11, a billion people will watch as the first soccer World Cup to be held in Africa kicks off. But while Mexico and South Africa will be focused solely on winning the opening game, for FIFA, the tournament organiser and soccer world’s governing body, there are other concerns.
The World Cup is big business. FIFA’s corporate partners include Adidas, Coca Cola, Visa, Sony, McDonald’s and Emirates, to name a few. They all have substantial stakes in ensuring they receive the best possible publicity from the event and, having paid FIFA for the privilege, will not be pleased to find other companies freeriding on the event’s profile.
As FIFA puts it: “FIFA rights holders will only invest in the 2010 FIFA World Cup if they are provided with this 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 FIFA rights holder.”
To continue reading, you need a subscription to WIPR. Start a subscription to WIPR for £455.
In-house feature articles, the archive and expert comment require a paid subscription. Subscribe now.
Want to give it a try? We are offering a two week free trial to the WIPR website – register and select “Free Trial” to begin access to the full WIPR archive and read the latest news, features and expert comment. Begin your free trial here.
Is your 2 week free trial about to end? Upgrade to a 12 month subscription for £455 now.
If you have already subscribed please login.
If you have any technical issues please email James Lynn on firstname.lastname@example.org.
FIFA, World Cup, South Africa, infringement, ambush, marketing