«FIFA'S LEGAL TEAM CONSISTS OF TWENTY PROFESSIONALS FROM ELEVEN COUNTRIES» The ambush marketing by intrusion attempts have physical presence around the official sites of the event, for example, distributing branded gifts among fans, such as hats or flags around the stadium or on the way to them when there are games. Attempts to achieve physical presence may also include decorating business establishments around the stadiums or prominent display of the brand in buildings that are visible from these locations. FIFA will monitor the relevant areas in cooperation with local authorities through brand protection monitoring equipment to ensure that all relevant standards are followed. Furthermore, the ambush marketing by association is related to advertising activities, trying to establish a business association with the event, seeking to take unfair advantage of the huge public interest generated by the World Cup. Such trade association occurs when a company gives the false impression of having a direct connection with the event, either through the use of official marks, sponsorship or other affiliation. The common denominator between the two types of ambush marketing is that companies who develop such activities do not appreciate that the FIFA World Cup is the result of significant efforts of this organization to develop and promote not only the tournament, but the sport of football around the world, something that would not be possible without the financial support of the sponsors.
Companies involved in ambush marketing activities seek to take advantage of the good reputation and positive image generated by the World Cup, but without contributing to its organization. Can you cite some examples of ambush marketing against which you have fought in the name of FIFA recently? In recent months, we have seen an increasing number of promotions to consumers whose prizes are tickets to the games in 2014 FIFA World Cup ™ championship. Offering tickets as prizes in promotions aimed at consumers is a marketing right property of FIFA, which is extremely valuable and is granted exclusively to its sponsors. It is difficult for us to assume that we are faced with a number of reputable companies that are cheating their customers by giving the impression that they are authorized to offer game tickets as prizes in their promotions. We understand that the World Cup is a unique event that captivates the world's imagination like no other, but nevertheless we ask the business community to play fair and refrain from ambush marketing activities. After all, in exchange for the exclusive rights granted to them, FIFA sponsors make a significant contribution to finance not only the event itself but also of the many charitable activities and base soccer. Ultimately, without these contributions it would be impossible to accommodate and carry out the World
«IT IS DEFINITELY FAIR TO SAY THAT AMBUSH MARKETING IS ONE OF THE MAIN PRIORITIES IN THE EFFORTS OF TRADEMARK PROTECTION OF FIFA»
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Cup. Third parties seeking to unlawfully associate with the event or with FIFA are not interested in supporting or have a sustainable contribution to the sport, but only their own commercial advantage. Therefore, FIFA must devote significant resources for the prevention of ambush marketing.
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