2010 FIFA World

Cup™ - City of Cape

Town’s Rights
Protection
Programme
Rights Protection Programme («RPP»)
Objectives
 RPP Main Objectives

• To protect FIFA and FIFA Events from Event Piracy

Activities:
- Ambush Marketing;
- Intellectual Property Infringements;
- Unauthorized trading around Venues;
FOR HOST CITY CAPE TOWN
- Illegal ticket selling;
FIFA WORLD CUP SOUTH AFRICA 2010
- 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
RPP in South Africa
Legal Context - Brief Overview

Government Guarantees (2004)

−That RSA has IP laws;
−Protection against Ambush Marketing; and
−Protection of FIFA IP
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010
Existing Legislation

New Legal Tools

outh Africa
Legal Context- Relevant legislation

Trade Marks Act

Copyright Act

Counterfeit Goods Act

Merchandise Marks Act

Trade Practices Act

Host City By-laws

 Host City By-Laws

• 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

Commercial Restriction Zones
 Purpose of Commercial Restriction
Zone

• Additional protection against ambush marketing;

• And also against unauthorised commercial activities;

• Invisible zone around the Stadiums (no fence orFOR

barrier);
HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010

• Protection during the 2010 FIFA World Cup™, especially on Match-

Days
Cape Town Stadium CRZ
Cape Town FIFA Fan Fest CRZ
 RPP On-Site Activity
during the TournamentFOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010
RPP Venue Teams

• 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 Team I

• 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;
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– Fan Fest; FIFA WORLD CUP SOUTH AFRICA 2010
– Public Viewing and other spectator areas.

• Priority Objectives:
– Counterfeit Goods;
– Unauthorised Informal Traders around the stadium;
– Ambush Marketing.
 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.
Avoiding Ambush Marketing
- Do‘s and Dont‘s
 Avoiding Ambush Marketing
- Do‘s and Dont‘s

• 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
NON-branded displays (generic soccer
or national flag related) - OK
 NON-branded displays
(generic soccer or national flag
related) - OK
 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:
 Building wraps / banners:
NOT OK in the Exclusion Zone
Banners from private premises:
NOT OK in the Exclusion Zone
Banners on bridges, roads and other
public premises:
NOT OK in the Restriction Zone or
Protocol Routes
Free standing commercial banners -
public or private premises:
NOT OK in the Restriction Zone
 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:
 Promotional Distributions to fans:
NOT OK on match days – anywhere in
Host City
 Promotional displays to fans:
NOT OK in the Restriction Zone
 Promotional displays to fans:
NOT OK in the Restriction Zone
 Branded vehicles:
NOT OK in the Restriction Zone
 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:
Private Fan Parks / amusement zones:
NOT OK in the Restriction Zone
Restaurant / bar terraces - outdoor
branding:
NOT OK in the Restriction Zone
 Aerial signage / advertisements:
NOT OK on Match Days – anywhere
above the HC
 Unauthorised Vendors:
NOT OK in the Restriction Zone
 Selling Counterfeit Goods:
NOT OK anywhere in the Host City
Religious or Political Displays /
Distributions:
NOT OK in the Restriction Zone
Beer gardens - outdoor branded bar or
hospitality:
NOT OK in the Restriction Zone
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.)
 Public Information Documents

PUBLIC INFORMATION SHEET &

PUBLIC VIEWING GUIDELINES

• available on www.fifa.com

• clear Do’s and Don’ts and other rules

regarding the use of FIFA marks and the
staging of Public Viewing Events
 Contact Details

Sidney van Dyk

Coordinator: Rights Protection Programme
e-mail: sidney.vandyk@capetown.gov.za
Tel: 021-401 4019
 THANK YOU
DANKIE
ENKOSI
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010