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2010 FIFA World Cup Media Briefing

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2010 FIFA World Cup Media Briefing Powered By Docstoc
					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;
                                               FOR HOST CITY CAPE TOWN
      - 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
                                   FOR HOST CITY CAPE TOWN
                          FIFA WORLD CUP SOUTH AFRICA 2010
  Existing Legislation

  New Legal Tools
  outh Africa
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;

•                                                    barrier);
     Invisible zone around the Stadiums (no fence orFOR HOST CITY CAPE TOWN
                                          FIFA WORLD CUP SOUTH AFRICA 2010

•    Protection during the 2010 FIFA World Cup™, especially on Match-
     Days
Cape Town Stadium CRZ
Cape Town FIFA Fan Fest CRZ
 RPP On-Site Activity
during the Tournament FOR HOST CITY CAPE TOWN
             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;
                                                 FOR HOST CITY CAPE TOWN
     – 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: sidney.vandyk@capetown.gov.za
Tel: 021-401 4019
                 THANK YOU
                       DANKIE
                       ENKOSI
         FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010

				
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