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

Rights Protection Programme («RPP»)

Objectives

RPP Main Objectives

FOR HOST CITY CAPE TOWNFIFA 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

RPP in South Africa

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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

Legal Context- Relevant legislation

Trade Marks Act

Copyright Act

Counterfeit Goods Act

Merchandise Marks Act

Trade Practices Act

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

Host City By-Laws

Commercial Restriction Zones

Purpose of Commercial Restriction Zone

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• 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

Cape Town Stadium CRZ

Cape Town FIFA Fan Fest CRZ

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RPP On-Site Activityduring the Tournament

• 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

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• 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

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 Programmee-mail: sidney.vandyk@capetown.gov.zaTel: 021-401 4019

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THANK YOU

DANKIE

ENKOSI