More than 60% of the US$ 3.2 billion that FIFA will have raised between 2007 and the end of  2010 World Cup refer to the TV rights of the event. However, the other almost 33% that comes from marketing resources represent the entity’s headache in and out of the South African boarder because of companies from the whole world that want to associate their image to the competition without acquiring commercial rights. That is the so-called “ambush marketing”.

Only this year in Brazil FIFA has already notified more than 60 companies that have been associating the famous tournament to their advertising and promotional campaigns. From 2007 till today, FIFA initiated 2,500 lawsuits worldwide to protect marks of the World Cup. There are more than 200 words associated to the event that are registered in intellectual property institutions of the five continents. According to the law firm Bhering Advogados, responsible for FIFA’s rights in Brazil, only sponsors can use expressions, logos and symbols related to the World Cup, as well as the event’s trophy and mascots. FIFA also does not allow the use of expressions such as “Mundial” and “Copa” in actions that are similar to the tournament. – When you buy a car, you do not want anybody to drive it first but you. The same happens with our commercial partners, that bought the car and want the key and the security of being the only ones to drive it – defends FIFA’s marketing director, Thierry Weil, in Johannesburg.  

Click here for a copy of the news article (in Portuguese). Read full story at web site O Globo (in Portuguese).