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GAIN Website registration information for PIFSA Members
PIFSA Members
How to register on the GAIN Website.
FIFA Trademarks and the upcoming 2010 Event.
(Perhaps that figure above should be replaced with 2XX0)
5 August 2008
Printers should be aware that the FIFA registered words, marks, logos or
emblems may not be
used together with another brand, company name, corporate identity, or other
business
endeavour unless their client is a FIFA partner, sponsor, national
supporter, or is one of the
elite Brand Licensees. Furthermore no normal licensee may associate his own
brand with the
registered words, logos, etc.
The FIFA guide mentioned below allows for a match schedule to be printed
bearing the registered words as long as it is not associated with the name
or brand of any non affiliated company or business endeavour.
PIFSA suggests that every printer downloads the following:
Gazette 30595 dated 14 December 2007 which lists the relevant words and gives pictorial representation of the emblems.
See the Government Website
http:\\www.gov.za.
The document will be found in the
Notice Section. .
The FIFA Public Information Sheet (a guide
to FIFA’s Official Marks) referred
to below can be obtained from
http://www.fifa.com.
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What governs the usage of FIFA logos
and trademarks?
Who are the FIFA affiliates?
What are the organisational structures in
place?
What directly associated business
opportunities exist for companies in South
Africa? |
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Categories of FIFA Partnership.
FIFA is dependent on economic partnerships
with commercial affiliates to stage an event
on the scale of a FIFA World Cup. These
affiliates, along with the official
suppliers, licensees and official
broadcasters, are the only commercial
entities permitted to claim any direct
association with the tournament.
FIFA Sponsorship Programme 2007-2014
The FIFA Sponsorship Programme covers the
period from 2007-2014, including the
flagship FIFA World CupsTM in 2010 and 2014,
and now classifies prospective marketing
partners into three categories: FIFA
Partner, FIFA World Cup Sponsor and National
Supporter. |
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A FIFA Partner enjoys the highest
level of association with FIFA. In short,
this means they own rights to a broader
range of FIFA activities - be they
competitions, special events or development
programmes - as well as exclusive marketing
assets.
FIFA partners: Adidas, Coca Cola,
Emirates, Hyundai, Sony, Visa
A FIFA World Cup Sponsor's rights are
limited to the FIFA World CupTM on a global
basis. They consist of the right to category
exclusivity, brand association, select
marketing assets and secondary media
exposure.
FIFA World Cup Sponsors: Budweiser,
McDonald's, MTN, Satyam
The National Supporter is a category
of association which allows local companies
to promote an association with the FIFA
World CupTM within the host country. The
rights include category exclusivity,
association, local marketing programmes and
domestic media exposure.
National Supporters: FNB, Telkom. |
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Licensing
Licensing is different to sponsorship. A
licensee is not permitted to associate its
own corporate brand with the FIFA licensed
products it produces.
There are three core areas: Event Licensing,
Brand Licensing and the FIFA Quality
Concept.
Other possibilities within the licensing
programme are E-commerce, Mail order, TV
Shopping, Philatelic programme, Numismatic
programme, Development of anticounterfeiting
devices (Hologram stickers & Hang tags) |
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Event Licensing
The 2010 FIFA World CupTM Event Licensing
Programme is being handled by FIFA's
exclusive Licensing Representative, Global
Brands Group.
Global Brands Group identifies, and
negotiates with, suitable potential
licensees.
They are also monitor licensees' promotional
and sales activities and approve the use
of the Official Event Marks on Official
Licensed Products.
Global Brands Group also acts as FIFA's sole
and exclusive Retail Licensing
Representative for the 2010 FIFA World Cup’s
Official Store worldwide operations.
These 2010 FIFA World Cup Official Stores
sell the Official Licensed Products sourced
through the appointed Licensees.
The contact details are as follows:
Global Brands Group (Pte) Ltd
1 HarbourFront Place
#09-05/06 HarbourFront Tower One
Singapore 098633
Singapore
mark.matheny@globalbrandsgroup.com
Tel: +6566228149
Source: http://www.fifa.com/aboutfifa/marketingtv/marketing/licensing/events.html
Brand Licensing
The strategy behind the FIFA Brand, is to
create a portfolio of selected product
categories, which appeal to football fans.
The FIFA Brand Licensing Programme allows
the use of the FIFA brand marks for
products manufactured by an elite group of
companies.
Those currently featured for the 2010 event
are adidas, manufacturers of football
equipment, Electronic Arts, designers of
electronic games, and Nikkei, the Official
Media Supporter in Japan.
Each has a licence to use the FIFA Brand
Marks in the advertising, marketing,
promotion and sale of its licensed products
or programmes, which in turn contribute
to FIFA brand awareness and to the
globalisation of the game of football.
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| Companies can acquire a product license from
FIFA to produce Official Merchandise
products and specific terms exist on how and
what marks can be used on official
merchandise
products. |
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Legislation
FIFA covers its obligations to partners and
protects its intellectual property via the
following legislation.
Merchandise Marks Act 171941 and related
Notices
Notice 683, GG 28877, 25/5/2008
In terms of section 15A of the act the 2010
FIFA World Cup has been designated as a
protected event. This section covers the
abuse of trade marks in relation to an
event. (It is interesting to note that the
Minister may not designate an event as a
protected event unless the event is “in the
public interest and the Minister is
satisfied that the organisers have created
sufficient opportunities for small
businesses and in particular those of the
previously disadvantaged communities.”) [S.
15A inserted by S 2 of Act 61 of 2002]
The use of a trade mark includes- |
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(a) any visual representation
of the trade mark upon or in relation to
goods or in relation to the rendering of
services;
(b) any audible reproduction of
the trade mark in relation to goods or
the rendering of services; or
(c) the use of the trade mark in
promotional activities, which in any
way, directly or indirectly, is intended
to be brought into association with or
to allude to an event.
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Notice 1791, GG 30595, 14 December
2007
FIFA has registered various words, letters,
emblems, devices and numerals, including the
official emblem as trade marks, registered
designs and various marks, prohibiting usage
by
any party other than those officially
involved with the World Cup.
The prohibition does not apply to the media,
provided reportage is fair and not connected
with
other business enterprising.
The words registered include the following: |
• 2010 FIFA World Cup South Africa
• World Cup 2010
• RSA 2010
• Football World Cup
• FIFA World Cup
• South Africa 2010
• SA 2010
• 2010 FIFA World Cup
• Africa 2010
• Soccer World Cup
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The prohibition only applies to
activities connected to 2010 FIFA World Cup
South Africa in the area of Football or
Soccer 2010 FIFA World Cup.
The FIFA Public Information Sheet (a guide
to FIFA’s Official Marks) gives useful
examples of when you can safely use FIFA’s
marks in different applications. The booklet
can be downloaded from the FIFA Website, and
is also available from the local organising
committees marketing department, at
marketing@2010saloc.com.
Special Measures Act 11/2006 Gov Gazette
29128 dated 7 September 2006
This act provides special protection against
ambush marketing.
The Second 2010 FIFA World Cup South
Africa Special Measures Act 12/2006 (Gov
Gazette 29129 dated 7 September 2006) deals
with accreditation of foreign medical
contingents and approval of medicines,
scheduled substances , medical devices and
other matters.
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Organising Structures in place.
In South Africa, various structures work
closely together to deliver the World Cup
and their roles are determined primarily by
the contractual agreements signed with FIFA.
The 2010 FIFA World Cup Organising
Committee is a non-profit company
incorporated under section 21 of the
Companies Act. It is the body ultimately
responsible for organising the World Cup
tournament. It brings together South African
football administrators, the Government and
representatives of business and labour on
its board.
National government is responsible
for the delivery of the 17 guarantees given
to FIFA. National government also plays a
key role in terms of technical and financial
support to the host cities. The 17
guarantees provided by various government
departments cover access to South Africa, a
supportive financial environment,
intellectual property and marketing rights,
safety and security, healthcare services,
transport and telecommunications.
National government’s responsibilities are
managed through the:
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• 2010 Inter-Ministerial Committee
• Technical Co-ordinating Committee
• 2010 Project Management Unit within Sports
and Recreation South Africa (SRSA).
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Host cities are responsible for
fulfilling the obligations contained in the
host city agreements
signed with FIFA, with support from national
and provincial government. The host city
agreements include aspects such as stadiums
and official training grounds, supporting
infrastructure, official fan parks, city
beautification and compliance with FIFA
marketing
guidelines within the cities. The Host
Cities Forum (HCF) brings together host
cities, national
government and the Organising Committee in
managing the host cities’ preparations.
Economic Opportunities
According to the SA2010 website government
believes that bigger businesses should have
no
difficulty taking advantage of 2010
opportunities and therefore the only
government
intervention required is to facilitate ways
in which established business can support
the
development of smaller businesses.
Major intervention will be made on behalf of
the informal retailing sector, for example
access
to retail technologies to support electronic
transactions.
Government procurement
Government procurement related to the 2010
event will be undertaken within existing
policies
and practices that further the aims of BBBEE
and help to develop SMMEs.
LOC procurement
The dti negotiated that 30% of LOC
procurement should be directed toward SMMEs.
According to the SA2010 website
(http://www.sa2010.gov.za) seventy percent
of the
procurement allocated to BEE companies and
small businesses must be allocated to
smaller black enterprises, especially
co-operatives with a large number of female members, and small businesses of which women
are key stakeholders. To this end, a
project team comprising the dti, 2010
Government Unit and the LOC was established
to
explore 2010 business opportunities.
Consultations are underway with stakeholders
to
implement Business Opportunities workshops
in Host Cities, and road shows will commence
in 2008.
At the Business Opportunities Conference
held in June 2007 the following issues and
challenges were raised with regard to SMME
participation: |
- Access to information in respect of
the format, nature and geographic
location of
information or information hubs;
- Procurement policies and procedures
within the SMME and sub-contracting
environment;
- The “mapping” of sector-specific
opportunities;
- The need for networking, joint
venture or subcontracting opportunities
with
established business and contracted
service providers in respect of the 2010
FIFA
World Cup™ (considering the 30%
allocation to SMMEs);
- The provision of procurement
criteria;
- The accessibility of economic
assistance, support, grants, funding or
financing for
SMMEs; and
- Dissemination of information
pertaining to FIFA intellectual property
rights, and how these apply to SMMEs.
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In light of the issues raised, the
process will be extended, expanded and
strengthened by
business, government and communities coming
together at local conferences in various
Host Cities culminating in the tournament in
2010. At these preparatory events, businessopportunities will be comprehensively
detailed, and meaningful programmes linked
to skills development, capacitation and
business readiness will be devised.
A “tax bubble” has been formed under the
Revenue Laws Amendment Act 20 of 2006 around
FIFA-designated sites so that profits on
consumable and semi-durable goods sold
within these areas will not be subject to
income tax; neither will value-added tax
(VAT) be applied. Ticket sales however will
be subject to VAT.
Growth sectors
The sectors identified to receive the
highest benefits from the event include:
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- Construction;
- Tourism, hospitality and catering
services;
- Transport;
- Security;
- ICT;
- Manufacturing – retail and
wholesale; and
- Health.
- Tourism
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| However other
opportunities may exist to: |
- run generic football promotions,
- engage with Sponsors in
co-promotions
- buy a license and produce FIFA World
Cup products or
- act as service provider for the
biggest event in the world.
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Accommodation (an
aside)
According to FIFA’s agent, MATCH, the
accommodation strategy has to ensure that 55
000 rooms are contracted for the 2010 FIFA
World Cup™. The Department of Environmental
Affairs and Tourism (DEAT) has provided an
amount of R200 million to assist with the
grading of small, medium and micro
enterprise (SMME) accommodation. The
accommodation process will support the
legacy project by contracting SMMEs in
addition to conventional hotel
accommodation. |
More news...
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