FIFA Cracking Down On Ambush Marketing During World Cup
During the ongoing World Cup, FIFA has confiscated several flags bearing brand names from fans in the stadiums as part of its continued attempts to crack down on ambush marketing. Law firm Mallesons Stephen Jaques defines ambush marketing as:
An attempt by a third party to create an association with an event without permission and can deprive official sponsors and suppliers of public recognition, weakening their commercial investment.
The FIFA Rights Protection team has the responsibility of confiscating flags carrying heavy commercial branding from companies that are not official partners, in order to protect its own official sponsors which include Adidas, Coca-Cola, Hyundai, McDonald’s, Emirates and Budweiser. FIFA makes most of its money through selling TV rights and advertising and sponsorship deals.
Ambush marketing attracted attention in South Africa a few months before the World Cup when a South African-based low-cost airline, Kulula, had to withdraw its billboards after a legal letter from FIFA. The ad potrayed Kulula as the unofficial carrier of the “You-know-what” and showed footballs, vuvuzela trumpets and players.
UtalkMarketing: “FIFA cracks down on ambush marketing”
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Recent Articles By Naresh Kumar 
Naresh is a freelance writer and contributes to the content at psfk.com
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