FIFA, which organises the World Cup as well as other global football tournaments, has published guidelines providing advice for businesses wishing to carry out advertising or marketing. The guidelines cover use of FIFAs official marks and other rights.
However, these are of course FIFAs own guidelines; prudent businesses will probably want to seek their own legal advice locally before deciding their marketing strategy.
What rights does FIFA own?
FIFA has registered numerous trade marks and other rights around the world, some specific to this years World Cup and others more general.
The official trade marks, which are widely registered, include the South Africa 2010 logo (also protected by copyright), the mascot Zakumi, official posters, the FIFA logo and the World Cup Trophy itself.
Registered word marks include 2010 FIFA World Cup South Africa, World Cup, Football World Cup and Soccer World Cup.