Tuesday, November 24, 2009

Business as usual for local businesses during World Cup Final Draw

By Ofentse Mokae
24 November 2009


The City Of Cape Town has re-committed itself to allowing local businesses operate as normal during the Final Draw of 2010 Fifa World Cup on December 4th.

This follows media queries regarding Fifa’s Rights Protection Programme.

The city however caution that businesses should not infringe on the intellectual property rights of Fifa’s sponsors, partners and affiliates of the tournament.

In an interview with the station, the city’s director of communications Peter Cronje says it is universally accepted that sponsorships are the lifeblood of events like the World Cup.

“Sponsors therefore need to be given fair exposure and be protected against exploitation,” Cronje said.

Cronje says if an event organiser can’t secure the support of its sponsors, the event will be at risk.

In terms of the Host City Agreement between Fifa and the City of Cape Town, the City is obliged to implement the Rights Protection Programme.

“Rights holders pay large sums of money to be able to use the event for marketing purposes, so it is logical that non-rights holders who attempt ‘ambush marketing’ should be prevented from doing so,” Cronje added.

According to the city only official sponsors, licensees and partners of the World Cup are allowed to suggest a connection with the event.

“For the City of Cape Town it’s business as usual, but the 2010 by-law will ensure that the rights of sponsors are carefully protected in the so-called exclusion zones,” concluded Cronje.

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