Fifa vows to stop unofficial World Cup sponsorship

Brand owners are being warned that they may have to pull marketing campaigns planned for launch ahead of this summer’s football World Cup, following a raft of trademark legislation by Fifa.

Football’s global governing body has vowed to clamp down on companies that are not on its roster of 15 headline sponsors if they explicitly refer to newly registered terms, including “World Cup” and “Germany 2006”, in consumer messages.

The Institute of Sales Promotion has been contacted by Fifa regarding the issue. ISP director general Edwin Mutton is urging non-sponsors to seek legal advice before launching promotions.

He says: “The World Cup rules are now getting as strict as the Olympics. If smaller brands are thinking of launching any promotions around the tournament, they need to be very careful to take legal advice.

“We’re taking legal advice on the issue. But by the time it goes through the system it would probably be too late to make a difference for this year’s event.”

Meanwhile, Umbro has released details of its World Cup marketing activity. Despite being a Football Association sponsor, the sportswear giant is still subject to the same restrictions as other non-World Cup partners.

It is planning to launch a photography book and exhibition called One Love, featuring soccer images from around the world, and will distribute 15,000 branded footballs in town centres. RPM is handling the activity.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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