Many local bars and restaurants expect large crowds during the World Cup and view the event as a business opportunity. FIFA’s intellectual property guidelines restrict marketing that uses FIFA or “World Cup” terms unless a commercial establishment is a licensed partner. Trademarked World Cup imagery, including the official trophy, is also prohibited. FIFA’s rules aim to protect the integrity of official partners that paid for association with FIFA and the World Cup brand. Businesses and the public can still celebrate using generic football or country-related images and terms. Stadium hosting can involve additional branding constraints, including venue renaming tied to FIFA rules.
"Words like 'World Cup' off limits Unless a commercial establishment is a licensed partner, using words like FIFA and World Cup in marketing isn't allowed, according to FIFA's guidelines. Using certain trademarked images, like the official World Cup trophy, is also off-limits."
"They [FIFA] work very hard to control the marketplace because they need to protect the integrity, in theory, of those partners that have paid millions of dollars to be associated with the World Cup and FIFA as a brand, she said."
"In its guidelines, FIFA says businesses and the public can still celebrate the tournament by sticking to generic football or country-related images and terms."
"Toronto will host six FIFA matches at Toronto stadium, a venue that was temporarily renamed because of take a guess branding rules."
#fifa-branding-rules #world-cup-marketing #trademark-and-intellectual-property #local-business-promotion #sports-sponsorship
Read at www.cbc.ca
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