FIFA braced for World Cup ambush marketing
FIFA has been looking sharp in the warm up for the Football World Cup, but when push comes to shove how will it perform in the heat of battle?
With the worlds biggest football tournament starting
in South Africa this Friday, lawyers interviewed by
Managing IP said that there have been fewer
high-profile cases over ambush marketing than expected. But
they warn that there could be more confrontations to come, and
that there has been a noticeable increase in counterfeit
clothing on sale as the event approaches.
Owen Dean, of Spoor and Fisher, said that South
Africas 1994 Merchandising Marks Act is quite
far-reaching by international standards. The Act allows
sporting tournaments to be designated protected
events, and the World Cup was designated as such in
No one can use a trade mark in relation to a protected event
in a manner which is calculated to achieve publicity for
that trade mark and thereby derive special promotional benefit
from the event, without the prior authority of the organiser of
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