Ambush marketing at the World Cup in Brazil

Big sporting events are always a good venue for predatory forms of advertising, the World Cup in Brazil will be no exception. The first actions have already taken place. The question, however, remains which type of advertising is allowed and which is not. The FIFA tries to allow as little as possible

The FIFA actually demands that there is special legislation in the host country against certain types of advertising. Many of these rules are designed to allow a greater flow of money to end up with the FIFA. In the Netherlands the FIFA has some guidelines that try to regulate aggressive forms of advertising.

An important element is that no commercial tie is suggested between the advertiser and the sporting event. Use of the official logo “FIFA Wold Cup Brasil”, the mascot and the slogan “All in one rhythm” are prohibited. All these elements have been registered as a trademark. Only official partners and sponsors ( such as Adidas, Sony, VISA etc.) are allowed to use these. Making a reference to Brazil, samba, salsa, soccer and orange is no problem. Marketing Week claims that the FIFA is very active in taking action against social media accounts such as Facebook and Twitter. Several advertisements have already been removed as a consequence.


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MENTOS has been selling chewing gum under the name MENTOS PURE FRESH for several years. In order to protect her rights MENTOS has registered the following trademarks: the logo MENTOS PURE FRESH, the logo MENTOS PURE FRESH 3 and a figurative depiction of the word PURE. Defendant sells chewing gum under the trademark DENTYNE PURE and has registered its logo as a trademark. Infringement or not?
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