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2010 FIFA World Cup™ - City of Cape Town’s Rights Protection Programme.

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Presentation on theme: "2010 FIFA World Cup™ - City of Cape Town’s Rights Protection Programme."— Presentation transcript:

1 2010 FIFA World Cup™ - City of Cape Town’s Rights Protection Programme

2 Rights Protection Programme («RPP») Objectives

3 RPP Main Objectives FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  To protect FIFA and FIFA Events from Event Piracy Activities: -Ambush Marketing; -Intellectual Property Infringements; -Unauthorized trading around Venues; -Illegal ticket selling; -Etc. To protect FIFA’s trademarks, copyrights and other IP rights; To protect the rights of FIFA and other stakeholders, as well as FIFA’s Commercial Programme

4 RPP in South Africa

5 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  Government Guarantees (2004) −That RSA has IP laws; −Protection against Ambush Marketing; and −Protection of FIFA IP Existing Legislation New Legal Tools outh Africa Legal Context - Brief Overview

6 Legal Context- Relevant legislation Trade Marks Act Copyright Act Counterfeit Goods Act Merchandise Marks Act Trade Practices Act Host City By-laws

7 Definition of “Exclusion Zone” or “Commercial Restriction Zone” S5- Ambush Marketing & unlawful advertising S10- Designation of “Exclusion Zone” S12- Approval/Authority to conduct business S28- Regulation of street traders Host City By-Laws

8 Commercial Restriction Zones

9 Purpose of Commercial Restriction Zone FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  Additional protection against ambush marketing; And also against unauthorised commercial activities; Invisible zone around the Stadiums (no fence or barrier); Protection during the 2010 FIFA World Cup ™, especially on Match- Days

10 Cape Town Stadium CRZ

11 Cape Town FIFA Fan Fest CRZ

12 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  RPP On-Site Activity during the Tournament

13 FIFA Team, including 1 RPP Venue Manager ; Police Authorities (SAPS and Law Enforcement) – aprox. 38 officers; Volunteers – 10 RPP volunteers. Host-City Representative – 1 RPP Coordinator; TOTAL  +/- 50 pax RPP Venue Teams

14 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  RPP Venue Team will be in Cape Town for the duration of the tournament: –Special focus on Match Days – Patrolling; –Permanent lookout and handling of Ambush Activities and infringements. Priority Areas: –Stadium; –Commercial Restriction Zones; –Fan Fest; –Public Viewing and other spectator areas. Priority Objectives: –Counterfeit Goods; –Unauthorised Informal Traders around the stadium; –Ambush Marketing. RPP Venue Team I

15 Host City RPP Coordinator Key-element of the RPP Venue Team Main tasks: –provide local support to the Rights Protection Programme in the preparation and set-up of the RPP On-site Strategy; –liaise with relevant municipal and local officials and entities; –liaise with local businesses and stakeholders; –participate in the On-site patrols.

16 Avoiding Ambush Marketing - Do‘s and Dont‘s

17 Business as usual Principal – normal business/commercial activities will be allowed (unless otherwise stated by LOC Safety and Security Dpt.); No need to spend money and time altering existing signage; but no additional branded elements from non-sponsors should be put in place for the Events

18 NON-branded displays (generic soccer or national flag related) - OK

19

20 Restrictions within the CRZs: - Advertising supports and messages Renting out of properties/structures to companies seeking to engage in ambush marketing activities, like: –Building Wraps, banners and billboards; Examples:

21 Building wraps / banners: NOT OK in the Exclusion Zone

22 Banners from private premises: NOT OK in the Exclusion Zone

23 Banners on bridges, roads and other public premises: NOT OK in the Restriction Zone or Protocol Routes

24 Free standing commercial banners - public or private premises: NOT OK in the Restriction Zone

25 Restrictions within the CRZs: - Advertising and Promotional activities Advertising and promotional activities, like: –Handing out of pamphlets, freebies or other promotional items like t-shirts, caps, samples, etc. –Promotional displays or activities like girls wearing branded clothing and carrying promotional items, branded cars parading or parked inside area, etc.. Purpose: –Avoid uncontrolled distribution or vending which may disturb spectator flows, operational activities as well as safety and security. Examples:

26 Promotional Distributions to fans: NOT OK on match days – anywhere in Host City

27 Promotional displays to fans: NOT OK in the Restriction Zone

28

29 Branded vehicles: NOT OK in the Restriction Zone

30 Restrictions within CRZs: - other “special” commercial activities Any other commercial activities around the stadium which aim to benefit from the tournament like: branded, private fan parks and amusement areas; branded hospitality areas; aerial advertising (blimps, balloons, other airships); unauthorized street trading. Any political or religious demonstrations; Purpose: To guarantee smooth running of FIFA World Cup matches. Examples:

31 Private Fan Parks / amusement zones: NOT OK in the Restriction Zone

32 Restaurant / bar terraces - outdoor branding: NOT OK in the Restriction Zone

33 Aerial signage / advertisements: NOT OK on Match Days – anywhere above the HC

34 Unauthorised Vendors: NOT OK in the Restriction Zone

35 Selling Counterfeit Goods: NOT OK anywhere in the Host City

36 Religious or Political Displays / Distributions: NOT OK in the Restriction Zone

37 Beer gardens - outdoor branded bar or hospitality: NOT OK in the Restriction Zone

38 Guidelines on the Commercial Restriction Zones Covers main FIFA’s concerns: –Advertising (Billboards and Building Wraps) –Local Business (Petrol Stations, Shopping Malls, Gyms and Sport Clubs, general stores) Other Branding and Promotional Activities (Branded vehicles, promotional displays and distributions) –Local Residents (Erecting informal advertising signage on property) –Informal Traders (RPP, Safety and Security – authorised vs. unauthorised) –Ticket Touts (“Scalpers”– Unauthorised sale of match tickets prohibited) –Outside of Commercial Exclusion Zone (Park and Rides, fan holding area, public viewing areas etc.)

39 Public Information Documents PUBLIC INFORMATION SHEET & PUBLIC VIEWING GUIDELINES available on clear Do’s and Don’ts and other rules regarding the use of FIFA marks and the staging of Public Viewing Events

40 Contact Details Sidney van Dyk Coordinator: Rights Protection Programme Tel:

41 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  THANK YOU DANKIE ENKOSI


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