World Cup 2018: Promotion of the World Cup - be aware

The FIFA World Cup provides an opportunity for pubs to engage with the community and generate sales.

However, in planning events or producing items to twin with the World Cup, care must be taken so as to avoid stepping on the toes of FIFA who have sought to protect themselves by securing extensive trademark registrations, copyright and design rights and they are not afraid to protect their intellectual property and reputation. The law in relation to intellectual property is complicated and even innocent marketing of yourself, your product or your brand with the event could step over the line.

When marketing any event be careful to avoid obvious association with the official World Cup. This can be achieved by not using within the marketing documentation or advertisements any of the following:

• Official event emblems, trophies and mascot.
• FIFA logo, the word FIFA or FIFA World Cup.
• 2018 FIFA World Cup Russia or World Cup.
• Additionally: COPA 2018, MONDIAL 2018 or MONDIALI 2018.
• Even Moscow 2018 against the wrong background could be problematic.

A useful rule of thumb is to look at the advert or promotion. If you would almost expect to see an official sponsor logo at the end of it or in the corner of the advert then you have probably crossed the line. If, however, there is only a minor nod to the event such as a reference to a football theme, or something that people associate with Russia, then it is less likely to be at risk of prosecution.

Context is key to your assessment; also consider the timing of the marketing, the audience and the style of the advertising.

If you are in any doubt seek advice as infringement could be costly.