With World Cup fever gaining momentum, businesses need to watch out to avoid falling foul of trade mark laws.

Fifa, the World Cup organisers, have a stringent licensing programme to protect the brand and its licensees who invest large sums of money in sponsorship and other affiliation packages. Use of its trade marks is strictly prohibited by unlicensed third parties.

The revenue accrued by licensees associated with this highly publicised global sporting event is massive, with the 2002 licensees grossing about $1.5 billion from product sales. According to Fifa’s website, research has indicated that customers are more than 50 per cent more likely to buy a product that features sports event symbols.

With the hype building for the start of the tournament some businesses may be tempted to work the event into their marketing strategies to attract some of the football feel-good factor to their brand.

Source: Times Online