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.


Kotler offers marketers no real insight…

Marketing Week

You report that “Philip Kotler caused uproar at Marketing Forum with ‘TV ads a waste of money’ claim” (MW September 25). There was criticism from the audience but for different reasons. Most of us were expecting some interesting new insights to the issues facing marketers. Instead, it looked as though Professor Kotler had dusted down […]

The ideal location

Marketing Week

Exotic destinations always used to be conference organisers’ first choice for a memorable and motivating event, but with budget pressure and the threat of global terrorism, have far-flung locations started to lose their appeal? Bali, for instance, used to be popular. However, since the bombing targeted at Western travellers, no company will consider sending their […]

For it is written

Marketing Week

Setting up a show stand isn’t just a matter of muscles and monkey wrenches – if the whole exercise isn’t covered by contracts, agreements and risk assessments, there can be hell to pay, says David Benady


    Leave a comment