Download 2010 Media Briefing-Rights Protection

2010 FIFA World
Cup™ - City of Cape
Town’s Rights
Protection
Programme
Rights Protection Programme («RPP»)
Objectives
RPP Main Objectives
•
To protect FIFA and FIFA Events from Event Piracy
Activities:
- Ambush Marketing;
- Intellectual Property Infringements;
- Unauthorized trading around Venues;
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- Illegal ticket selling;
FIFA WORLD CUP SOUTH AFRICA 2010
- Etc.
•
•
To protect FIFA’s trademarks, copyrights and other IP rights;
To protect the rights of FIFA and other stakeholders, as well
as FIFA’s Commercial Programme
RPP in South Africa
Legal Context - Brief Overview
Government Guarantees (2004)
−That RSA has IP laws;
−Protection against Ambush Marketing; and
−Protection of FIFA IP
Existing Legislation
New Legal Tools
outh Africa
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FIFA WORLD CUP SOUTH AFRICA 2010
Legal Context- Relevant legislation
Trade Marks Act
Copyright Act
Counterfeit Goods Act
Merchandise Marks Act
Trade Practices Act
Host City By-laws
Host City By-Laws
• Definition of “Exclusion Zone” or “Commercial Restriction
Zone”
• S5- Ambush Marketing & unlawful advertising
• S10- Designation of “Exclusion Zone”
• S12- Approval/Authority to conduct business
• S28- Regulation of street traders
Commercial Restriction Zones
Purpose of Commercial Restriction Zone
•
Additional protection against ambush marketing;
•
And also against unauthorised commercial activities;
•
Invisible zone around the Stadiums (no fence orFOR
barrier);
HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010
•
Protection during the 2010 FIFA World Cup™, especially on MatchDays
Cape Town Stadium CRZ
Cape Town FIFA Fan Fest CRZ
RPP On-Site Activity
during the Tournament
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FIFA WORLD CUP SOUTH AFRICA 2010
RPP Venue Teams
•
FIFA Team, including 1 RPP Venue Manager ;
•
Police Authorities (SAPS and Law Enforcement) –
aprox. 38 officers;
•
Volunteers – 10 RPP volunteers.
•
Host-City Representative – 1 RPP Coordinator;
TOTAL  +/- 50 pax
RPP Venue Team I
•
RPP Venue Team will be in Cape Town for the duration of the tournament:
– Special focus on Match Days – Patrolling;
– Permanent lookout and handling of Ambush Activities and infringements.
•
Priority Areas:
– Stadium;
– Commercial Restriction Zones;
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– Fan Fest;
FIFA WORLD CUP SOUTH AFRICA 2010
– Public Viewing and other spectator areas.
•
Priority Objectives:
– Counterfeit Goods;
– Unauthorised Informal Traders around the stadium;
– Ambush Marketing.
Host City RPP Coordinator
•
•
Key-element of the RPP Venue Team
Main tasks:
– provide local support to the Rights Protection Programme in the
preparation and set-up of the RPP On-site Strategy;
– liaise with relevant municipal and local officials and entities;
– liaise with local businesses and stakeholders;
– participate in the On-site patrols.
Avoiding Ambush Marketing
- Do‘s and Dont‘s
Avoiding Ambush Marketing
- Do‘s and Dont‘s
•
Business as usual Principal – normal business/commercial activities will be
allowed (unless otherwise stated by LOC Safety and Security Dpt.);
•
No need to spend money and time altering existing signage;
•
but no additional branded elements from non-sponsors should be put in place
for the Events
NON-branded displays (generic soccer or
national flag related) - OK
NON-branded displays
(generic soccer or national flag related) OK
Restrictions within the CRZs:
- Advertising supports and messages
•
Renting out of properties/structures to companies seeking to engage in
ambush marketing activities, like:
– Building Wraps, banners and billboards;
•
Examples:
Building wraps / banners:
NOT OK in the Exclusion Zone
Banners from private premises:
NOT OK in the Exclusion Zone
Banners on bridges, roads and other public
premises:
NOT OK in the Restriction Zone or Protocol
Routes
Free standing commercial banners - public
or private premises:
NOT OK in the Restriction Zone
Restrictions within the CRZs:
- Advertising and Promotional activities
•
Advertising and promotional activities, like:
– Handing out of pamphlets, freebies or other promotional items like t-shirts,
caps, samples, etc.
– Promotional displays or activities like girls wearing branded clothing and
carrying promotional items, branded cars parading or parked inside area,
etc..
•
Purpose:
– Avoid uncontrolled distribution or vending which may disturb
spectator flows, operational activities as well as safety and security.
•
Examples:
Promotional Distributions to fans:
NOT OK on match days – anywhere in Host
City
Promotional displays to fans:
NOT OK in the Restriction Zone
Promotional displays to fans:
NOT OK in the Restriction Zone
Branded vehicles:
NOT OK in the Restriction Zone
Restrictions within CRZs:
- other “special” commercial activities
Any other commercial activities around the stadium which aim to
benefit from the tournament like:
• branded, private fan parks and amusement areas;
• branded hospitality areas;
• aerial advertising (blimps, balloons, other airships);
• unauthorized street trading.
Any political or religious demonstrations;
Purpose:
To guarantee smooth running of FIFA World Cup matches.
Examples:
Private Fan Parks / amusement zones:
NOT OK in the Restriction Zone
Restaurant / bar terraces - outdoor
branding:
NOT OK in the Restriction Zone
Aerial signage / advertisements:
NOT OK on Match Days – anywhere above
the HC
Unauthorised Vendors:
NOT OK in the Restriction Zone
Selling Counterfeit Goods:
NOT OK anywhere in the Host City
Religious or Political Displays /
Distributions:
NOT OK in the Restriction Zone
Beer gardens - outdoor branded bar or
hospitality:
NOT OK in the Restriction Zone
Guidelines on the Commercial Restriction
Zones
•
•
Covers main FIFA’s concerns:
– Advertising (Billboards and Building Wraps)
– Local Business (Petrol Stations, Shopping
Malls, Gyms and Sport Clubs, general stores)
Other Branding and Promotional Activities (Branded
vehicles, promotional displays and distributions)
– Local Residents (Erecting informal advertising
signage on property)
– Informal Traders (RPP, Safety and Security –
authorised vs. unauthorised)
– Ticket Touts (“Scalpers”– Unauthorised sale of
match tickets prohibited)
– Outside of Commercial Exclusion Zone (Park
and Rides, fan holding area, public viewing
areas etc.)
Public Information Documents
PUBLIC INFORMATION SHEET &
PUBLIC VIEWING GUIDELINES
• available on www.fifa.com
• clear Do’s and Don’ts and other rules
regarding the use of FIFA marks and the
staging of Public Viewing Events
Contact Details
Sidney van Dyk
Coordinator: Rights Protection Programme
e-mail: [email protected]
Tel: 021-401 4019
THANK YOU
DANKIE
ENKOSI
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010