Clipping of news on Brazilian Culture, Law and Citizenship
30/05/2014
This article was translated by an automatic translation system, and was therefore not reviewed by people.
transparent image
Use of shirts with the logo of the sponsoring companies is not prohibited by the General Law of the Cup Photo: O Globo / Ivo Gonzalez/31-5-2013
RIO - On the eve of the World Cup , the consumer needs to be aware of the so-called ambush marketing , which happens when companies that are not official sponsors distribute the fans shirts, hats or other accessories with reference to the brand , that use the stadium , taking Advertiser advantage in the World . In some cases , these groups are hired and sit together in the stands, a large marketing action .
The World Cup General Law prohibits such actions in the stadium and a two-mile radius surrounding , it considered them improper and unauthorized advertising. To curb such initiatives , tax Fifa to identify these groups , ask them to exchange clothes or in the case of an accessory , to keep the material . If you can not change the dress , the entity paste a sticker on the registration of the mark , that is not conveyed in the game broadcast .
However , Fifa says no fan is prevented from entering the stadium with no clothes other companies sponsoring the event as the official shirt of the Brazilian national team , which is Nike . The restriction applies only when an action is identified in bad faith .
Besides the criminal penalty, the World Cup General Law provides for the protection of symbols and trademarks of FIFA in all classes of goods and services as well as protects the ability to obtain civil damages for ambush marketing.
The expression of ambush marketing was coined by the American Advertiser Jerry Welsh . The lawyer's office Di Blasi , Parente & Associados , a specialist in industrial property , Paulo Parente says it is a common practice in major events , especially now in the World Cup .
According to him , this strategy represents unfair competition between companies that shelled out huge sums to sponsor or co - sponsor a show and others who invested nothing , and who seek to take advantage of the situation .
For the consumer , and the risk of embarrassment at the stadium , ambush marketing can also represent material damage to the extent that the price charged for a product or service associated with ' Fifa default " can be raised without consequent quality expected .
- The consumer normally associate quality companies sponsoring large events . In the case of World Cup matches , for example , the consumer may receive a freebie from a company near the stadium and will be denied entry to her because that logo is unauthorized advertising. The downside is he has to get rid of " this " and waste time to enter the arena .
A good example of this occurred during the 2012 Olympics in Beijing , when a large fast food chain in Brazil did a promotion offering a double portion of fries the next day , if any Brazilian athlete or team won a medal. In this case, however , no consumer harm , just for the competitors .
According to Parente , outside the General Law of the Cup, you can invoke copyright infringement , violation of trademarks and unfair competition , and unjust enrichment , depending on the case .
To get an idea of the amounts involved in major events , it is estimated that investments in publicity carried out by 12 major sponsors at the Beijing Olympics in 2008 have reached $ 866 million . Coca - Cola has spent between $ 75 million and $ 90 million and Adidas , about $ 250 million . Moreover , of the $ 19.2 billion raised for the Olympics budget, about $ 2.35 billion came from the official sponsors .
In the 2012 Olympics in London were 25 official sponsors and about 30 accredited suppliers who shelled out $ 1.6 billion to the event. Brazil should follow the same stiffness at the 2016 London Olympics , given that the organizing committee purchased all spaces outdoors in Rio de Janeiro between days 5 July to 29 September 2016 .
Click here for the full list of sponsors and partners of the World 2014.
Source : The Globe - Online
Our news are taken in full from our partner sites . For this reason , we can not change their content even in cases of typos .
transparent image
This article was translated by an automatic translation system, and was therefore not reviewed by people.