With the World Cup fast approaching many marketers will be looking for ways to incorporate a football theme into their latest marketing campaigns. Already our TV screens are filled with football or World Cup related adverts, from Nike footwear and clothing to Curry’s HD TV’s it seems everyone is looking to this year’s summer football spectacular to increase their sales. The lucrative deals that FIFA have with these companies allows them to use the World Cup within their marketing but for others this is not the case. Ambush marketing as FIFA delightfully call this practice is described as “prohibited marketing activities which try to take advantage of the huge interest and high profile of an event by creating a commercial association and/or seeking promotional exposure without the authorisation of the event organiser”.
So before you head off and create your next World Cup themed marketing campaign you should take some time ensure you don’t fall fowl of the copyright and intellectual property restrictions that are in place. The FIFA website also advises that “FIFA is obliged to take action against any unauthorised reproduction of its marks in a commercial context. If FIFA did not follow up on any infringements of its trademarks and copyrighted works, it would risk losing its legal right and title to such works, thereby endangering the foundation of its commercial programme”. So you have been warned!
Over the years FIFA have built an extensive and very profitable list of partnerships which they are keen to maintain and increase. With that in mind and as tempting as it is to use a World Cup image or phrase to promote your latest marketing campaign there are restrictions on logo’s and phrases such as FIFA World Cup or Brazil 2014. Even a pub displaying a sign “Watch the FIFA World Cup here” could find themselves in hot water.
FIFA do provide a useful guide on their website which contains a list of Do’s & Don’t, this can be found by here
Example of the do’s and don’ts
Image source FIFA.com
It’s worth reading through the do’s and don’ts and cascading this information down to your staff to make them aware of what they can and can’t use. Despite this there is ample opportunity to use not just the World Cup but other events to help you promote your produces and services. Events such as the forthcoming Commonwealth Games and the Olympics Games in 2016 both have equally strict rules for the use of their logo, phrases and images but can still give you an opportunity to base your marketing campaigns around them. Marketers have to be creative in their approach if they are to incorporate these events in to their upcoming marketing campaigns.