Nike and FIFA lock horns in World Cup row

Sports goods maker Nike is locked in a legal battle with football governing body FIFA over alleged attempts to ambush this year’s women’s football World Cup, which is being held in the US.

Because Adidas has signed as FIFA’s official sportswear partners, the organisation is keen to stop Nike from taking control of the tournament. Nike was widely regarded as having eclipsed Adidas during last year’s football World Cup in Japan and Korea.

Nike has filed a legal challenge to FIFA over the right to use “USA 2003” in its advertising around the competition in response to a letter sent by FIFA, warning that it would take action against ambush attempts at the competition.

The letter said that FIFA had successfully defended rights to “France 98”, “Korea/Japan 2002” and “Germany 2006”. It warned Nike off falsely advertising to consumers by misrepresenting itself as an official sponsor.

A FIFA spokesman says: “Nike has filed a complaint that lawyers are looking at. We are aware of certain ambush activities and have notified the companies, but have no comment on any future legal action.”

Nike has been a prominent supporter of women’s football in the US, where the game draws a much larger following than in the UK. The company sponsors the US women’s football team, the domestic cup competition and various training programmes.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here