Top 10 Tips on the use of World Cup 'Official Marks' and words

With thanks to FIFA

Major sporting events represent a great opportunity for brands to align themselves with the excitement and international acclaim of the proceedings. But just as high street retailers, drink manufacturers, haute couture labels and countless others guard their brand identities against fraudulent or inappropriate use or inaccurate portrayal, so to do event organisers.

The 2010 FIFA World Cup South Africa^TM takes place in June and July and, as fans get geared up to watch the matches themselves, FIFA is gearing up to guard its brand in print, on merchandise and on the Internet.

FIFA has very kindly provided us a useful pdf ‘FIFA Public Information Sheet (A guide to FIFA’s Official Marks)’ which you can view here to help compile these Top 10 Tips, but for clarification please refer to FIFA’s website, or consult a copyright expert.

1. It’s not just the ‘Official Emblem’ that cannot be used without express permission there are various other protected ‘Official Marks’ such as the visual of the official mascot and the use or reproduction of official posters.
2. There are also ‘Official Terms’ such as ‘2010 FIFA World Cup South Africa^TM’ whose use is restricted. For a full list of FIFA’s trademarks in connection with the 2010 FIFA World Cup South Africa^TM   seek advice from a local trademark attorney or the national Patent Office.
3. A general advertisement using general football terms such as ‘Football in South Africa’ does not create an unauthorised association but using an official emblem, words, slogans or the event title creates an unauthorised association.
4. Any type of ticket promotion for the event (including on-line auctions and promotional competitions) by an unauthorised company creates an unauthorised association.
5. The official match schedule must not be published with any unauthorised commercial branding upon, next to, or in relation to it.
6. The unauthorised use of company names alongside the official marks or words on documents does create an unauthorised association. EG South Africa 2010 Hotel Guide created by So and So Hotels.
7. As I am sure all readers of this website will know, the unauthorised use of an emblem, word slogan or event title on merchandise items creates an infringement of FIFA’s rights, and if anyone tries to tell you different, check with FIFA!
8. Promoters wishing to use in-store material to promote sales beware. Whilst general football-related or South Africa-related in store decoration is OK, use of any official marks on point of sale material, without authorisation, is an infringement.
9. Don’t think that just because you are not using the official wording or logo on paper, you are safe. Official marks and wording cannot be used on a non editorial, stand alone basis in a fixed position or in a recurring way on a website or on broadcast content for MMS, SMS, SAP I-MODE or similar mobile or wireless technology.
10. Even if you are an authorised user in any way shape or form, the Official Marks should be used in compliance with FIFA’s Graphic Guidelines.

These guidelines are by no means comprehensive or exhaustive. For enquiries regarding licensing matters, in particular the use of Official Marks on items of merchandise, please contact FIFA’s Licensing Representative: Global Brands   enquiries@globalbrandgroup.com 

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