FIFA 2010 World Cup marketing guidelines

International world soccer body FIFA has released marketing and advertising guidelines for affiliated and non-affiliated businesses wanting to cash in on the much anticipated 2010 Soccer World Cup in South Africa.

These relate to the use of its logo, emblem, slogan and event titles and aim to protect the organisation and its business associates against ambush marketing.

FIFA says the unofficial and unauthorised use of its official marks and failure to adhere to these guidelines jeopardises its ability to raise funds for future events.

This is because FIFA guarantees companies that invest in the soccer event the exclusive use of the official marks for promotional and advertising purposes, making them right holders.  

"Any unauthorised use of the official marks by another party not only undermines the integrity of the FIFA World Cup and its marketing programme, but also puts the interest of the worldwide football community at state," says the body.

"The Rights Holders will only invest in the 2010 FIFA World Cup if they are provided with this exclusivity for the use of the marks. If anyone could use the official marks for free and create an associate with the 2010 FIFA World Cup, there would be no reason to become a rights holder. This would mean that FIFA and the Local Organising Committee would not be able to appoint any rights holders and would not be to secure the funding of the FIFA World Cup from such revenues."

The do's and don'ts for using FIFA official marks:

Advertising and Promotion

• While local companies offering World Cup-related services will not be barred from blatantly stating this in their name or promotional material, they are not permitted to use any of the FIFA official marks.
• The same applies to those selling branded merchandise - be it t-shirts or flags which have to do with the football event. They can only use general terms such as "South African Soccer" and not "2010 South Africa" as this is regarded as an infringement of FIFA's rights.
• Restaurants, bars and other retail outlets are not allowed to use FIFA official marks even in their displays.  

• A print advert referring to the 2010 Soccer World Cup can only use simple or general football terms and images. Using any of the official marks - the logo, emblem, slogan and event titles - is considered "unauthorised". The same applies for any type of ticket promotion, be it online or through competitions.  

The media

•·        Any official editorial use of the official marks is allowed provided it is not in an infomercial or advertorial.

•·        With regard to the soccer match schedule, the news media can only publish it provided it also ensures that there is no unauthorised commercial branding upon, next to, or in relation to the match schedule. This includes an unbranded match schedule being distributed in a branded cover or among materials bearing the official marks.

Internet/Wireless Technology

•·        With websites, official marks may not be used on a non-editorial, stand-alone basis in a fixed position or in a recurring way on a website or together with or in proximity to a company logo. These can also not be used next to commercial references such as "sponsored by" or "brought to you by..."

•·        FIFA also does not allow the use of its official marks in domain names, URL identification which come before the domain name for websites with commercial content or as hyperlinks on the internet.

•·        In the case of cellphones, FIFA's logo, emblem and other official marks may not be used in MMS, SMS, WAP, I-MODE or any of the existing or similar wireless technology. 

FIFA says those found contradicting these guidelines would be informed in writing.

For more information on the use of FIFA official marks, visit http://www.fifadigitalarchive.com/

Alternatively, you can contact Emy Casaletti from the Local Organising Committee on 011-567-2010 or marketing@2010saloc.com