Alex Brownsell
Mar 11, 2014

FIFA issues World Cup warning to 'free-riding' brands

Official sponsors of the World Cup in Brazil this June include Budweiser, McDonald’s, Johnson & Johnson and Castrol

FIFA issues World Cup warning to 'free-riding' brands

FIFA has issued a warning to brands looking to boost sales through World Cup-related marketing, stating that non-sponsors should "refrain from attempts to free-ride" on interest in the tournament.

It follows the launch of a digital campaign by Peugeot called #KickItToBrazil, which will see the carmaker transport a football from Paris to Brazil via 30 countries, arriving at its destination on the eve of the start of the World Cup.

Consumers will be able to track the progress of the football through dedicated Facebook and Instagram pages using the hashtag #KickItToBrazil, as well as via a microsite.

FIFA declined to condemn the campaign specifically. However, the organisation has warned that only sponsors may seek to capitalise on interest surrounding the tournament, which kicks off on 12 June.

A FIFA spokesperson told Marketing: "We ask companies to respect the exclusivity to brand association with the FIFA World Cup that FIFA has granted to its commercial affiliates, by avoiding activities that might create a commercial association.

"The contribution of FIFA's commercial affiliates is vital to the success of the 2014 FIFA World Cup and we therefore ask companies to refrain from attempts to free-ride on the huge public interest generated by the event."

The practice of "ambush marketing" hit the headlines in during the last World Cup in South Africa in 2010, when FIFA initiated legal action against brewer Bavaria, after it employed 36 women to attend a match between the Netherlands and Denmark, in orange clothing.

FIFA subsequently dropped the case after the two parties agreed an out-of-court settlement.

Official sponsors of the World Cup in Brazil include Budweiser, McDonald’s, Johnson & Johnson and Castrol.

The artilce first appeared on Marketingmagazine.co.uk

Source:
Campaign India

Related Articles

Just Published

Premium
Opinion: A derailment and your brand
Premium
3 hours ago

Opinion: A derailment and your brand

Is your brand wired up to deal with commuter troubles?

Premium
MMGB (2): Samsung awards a different kind of filmmaker during the Oscar
Premium
8 hours ago

MMGB (2): Samsung awards a different kind of ...

Watch the film conceptualised by Wieden + Kennedy here

Premium
Star Plus extends 'Nayi Soch' with Aamir Khan, and his shop 'Gurdeep Singh & Daughters'
Premium
9 hours ago

Star Plus extends 'Nayi Soch' with Aamir Khan, and ...

Watch the film conceptualised by Ogilvy & Mather here

Premium
How Liverpool FC intends to extend its '12th man' to India
Premium
19 hours ago

How Liverpool FC intends to extend its '12th man' ...

Liverpool FC’s chief commercial officer and managing director, Billy Hogan explains how it’s reaching the Indian fan base, speaks about an Indian footballer in its academy, and more…