2014 Fifapublicguidelines Eng 25012011

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2014 FIFA World Cup Brazil™

FIFA PUBLIC GUIDELINES

for use of FIFA’s Official Marks

General Issue #1

© 2010 FIFA January 2011

These Public Guidelines will be updated periodically.

Please check FIFA’s website www.FIFA.com or the latest version.





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These FIFA Public Guidelines will be updated periodically. Please check FIFA’s website www.FIFA.com or the latest version. FIFA Public GuidelinesGeneral Edition – Issue #1© 2010 FIFA

PURPOSE OF THESE PUBLIC GUIDELINES

SECTION 1

THE 2014 FIFA WORLD CUP™ The FIFA World Cup™ is an event staged on a scale o spectacular

proportions. As the largest single sports event and most-watched

competition on earth it enjoys phenomenal interest rom sports

ans and the business world alike. Many entities, organisations,

businesses and non-commercial organisations will want to be a part

o this event.

It is important to note that due to the enormous cost o staging such

a large event, FIFA would not be able to organise the tournament

without the significant support o its commercial af liates, the host

country and host cities, as well as the Local Organising Committee

(“LOC”). These stakeholders all make vital financial contributions

to ensure that this privately unded event can be staged. In return

or this critical support, FIFA’s Rights Holders (see Annex 1 or

more inormation) are guaranteed an exclusive association with the

competition, especially the right to use the Of cial Marks (as defined

in Schedule 2) or promotional and advertising purposes.

Any unauthorised use o the Of cial Marks not only undermines the

integrity o the FIFA World Cup™ and its marketing programme, but

also puts the interests o the worldwide ootball community at stake.

The FIFA Rights Holders will only invest in the 2014 FIFA World Cup™

i they are provided with this exclusivity or the use o the Of cial

Marks. I anyone could use the Of cial Marks or ree and create

an association with the 2014 FIFA World Cup™, there would be no

reason to become a Rights Holder. This would mean that FIFA and

the LOC could not appoint any Rights Holders and could not secure

the unding or the 2014 FIFA World Cup™ rom such revenues.

Thereore, the protection o the exclusive rights is crucial or theunding or the 2014 FIFA World Cup Brazil™ and FIFA asks that non-

af liated entities respect FIFA’s intellectual property and conduct

their activities without commercially associating with the 2014 FIFA

World Cup™.

SUPPORT BY FIFARIGHTS HOLDERS

WHY IS IT IMPORTANT TOPROTECT THE EXCLUSIVITYOF THE F IFA R IGHTSHOLDERS?



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These Public Guidelines are designed to oer guidance and

inormation to the general public.

Please note that these Public Guidelines are NOT a licence or legal

document and do not confirm whether or not an activity inringes

any rights in relation to the 2014 FIFA World Cup™. We regret that

FIFA cannot provide individual eedback on each potential use oits Of cial Marks. It is the responsibility o third parties to seek their

own legal advice.

The experience rom previous FIFA World Cup™ tournaments has

shown that there are many ways an entity can benefit rom the FIFA

World Cup™ without using the Marks or commercially associating

itsel with it (please see Section 4 below).

In particular, it is expected that the country and the economy o

Brazil will, in general, greatly benefit rom the 2014 FIFA World

Cup™, which will be to the advantage o many Brazilian entities,organisations and institutions as well as the Brazilian citizens.

The news media are welcome to use the Of cial Marks or legitimate

editorial and inormation purposes, provided that such use does

not create any undue association between the tournament and any

entities other than FIFA’s commercial af liates. This is addressed in

Annex 2.

An event is considered a Public Viewing Event i at such event

broadcast coverage (signal) o the 2014 FIFA World Cup™ is made

available or public exhibition. No use o the Oicial Marks is

permitted and no sponsorship that creates any direct or indirectassociation with FIFA and the 2014 FIFA World Cup™ can be granted

to third parties which are not FIFA Rights Holders. FIFA regulations

or Public Viewing Events will be issued separately by FIFA at a later

stage and will be available on www.FIFA.com.

A Public Viewing Event licence has to be obtained rom FIFA. Any

party interested in obtaining a licence to exhibit broadcast coverage

(signal) o the 2014 FIFA World Cup™ should make a request to FIFA

via www.FIFA.com and upon grant o a licence shall comply with

the FIFA regulations or Public Viewing Events (issued by FIFA rom

time to time).

These Public Guidelines apply to activities by any third parties on a

worldwide basis, including in the host country Brazil.

GENERAL INFORMATIONAND GUIDANCE

THIRD PARTIES –HOW TO BENEFIT WITHOUTASSOCIATION?

MEDIA

PUBLIC VIEWING EVENTS

TERRITORY



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OFFICIAL MARKS

FIFA has developed and protected an assortment o logos, words,

titles, symbols and other trade marks which it will use, or allow

others to use, in relation to the 2014 FIFA World Cup™ (the “Of cial

Marks”). The most important Of cial Marks are described in more

detail below.

FIFA owns rights in the individual graphic and word elements, which

combine to make up the Of cial Emblem as a whole, and these are

protected by copyright, trade marks and/or other laws o intellectual

property. The Of cial Emblem is the main logo used as reerence to

the 2014 FIFA World Cup™.

The Of cial Mascot o the 2014 FIFA World Cup™ will be launchedat a later stage.

SECTION 2

OFFICIAL EMBLEM

OFFICIAL MASCOT

OFFICIAL MARKS



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The Of cial Poster o the 2014 FIFA World Cup™ will be launched

at a later stage.

The FIFA Fan Fest Logo o the 2014 FIFA World Cup™ will belaunched at a later stage.

FIFA WORLD CUP TROPHY

OFFICIAL POSTER

OFFICIAL LOOK ELEMENT

OFFICIAL FAN FEST LOGO



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• 2014 FIFA World Cup Brazil

• 2014 FIFA World Cup

• FIFA World Cup

• FIFA

• World Cup

• 2014 World Cup

• World Cup 2014

• Brazil 2014

• 2014 Brazil

• Football World Cup• Soccer World Cup

• Copa 2014

• Copa do Mundo

• Mundial 2014

• Mundial de Futebol Brasil 2014

• Copa do Mundo 2014

• HOST CITY names + 2014 or each o the host cities (e.g. Rio 2014,

etc.)

Please note that this is not a ull list o FIFA’s trade marks in relation

to the 2014 FIFA World Cup™. For a ull list o FIFA’s trade marksin any specific country, and the specific goods and services or

which they are protected, one should seek advice rom a local trade

mark attorney or contact the national patent or intellectual property

of ce.

The FIFA.com logo may only be used on a website as a hyperlink

to the homepage o the of cial website www.FIFA.com, subject to

specific prior approval by FIFA.

The Of cial Marks are protected in Brazil and territories around the

world by trade mark registration and/or copyright laws and/or other

laws o intellectual property such as unair competition or passing

o. Such laws collectively protect FIFA against the unauthorised

use o both identical reproductions o the Of cial Marks and also

conusingly similar variations and modifications.

PROTECTED TERMS

FIFA.COM LOGO

PROTECTION



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EXAMPLES OF USE (“DO’S AND DON’TS”)

GENERAL PRINCIPLE

In order to provide some guidance to the general public, the below section sets out FIFA’s position

concerning some common examples o unauthorised commercial association with the 2014 FIFA

World Cup™ (“Unauthorised Association”) and some examples o activities which can be considered

“legitimate”.

This section intends to assist third parties who wish to avoid any unauthorised association with the

tournament. Clearly it is not possible to set out all dierent situations, or comment on the dierent legal

sanctions that may apply in each country. In these examples, reerences to the Of cial Marks include

similar variations o such Of cial Marks (see Section 2 above).

SECTION 3

ADVERTISEMENTS/PROMOTIONS

General advertisement: an advertisement using

general ootball terms/imagery may NOT create

an Unauthorised Association.

SAMPLE

LTD

FOO TBALL

IN

BRAZIL

General advertisement: an advertisement using an

Of cial Mark (such as emblems, words, slogans,

event titles, etc.) or any other reerence to theevent creates an Unauthorised Association.

S A M P L E

L T D



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ADVERTISEMENTS/PROMOTIONS

Ticket promotion: any type o ticket promotion

(including on-line auctions and promotional

competitions), unless organised by a FIFA Partner,

creates an Unauthorised Association.G R E E N

R E D

B L U E

Y E L L O W

T e a m A - T E A M

B

F I F A W

o m e n ’ s W

o r l d C u p

C h i n a 2 0 0 7

B E i J I N G F I F A W

o r l d C u p

S t a d i o n - 2 1 J u n e 2 0 0 7

T r i b u n e 3 9 - G R E E N S E C T O R - E a s t s i d e

B l o c k : 3 3 2 R o w

: 2

S e a t : 1 0

P r i c e : E u r o x x . x x

C a t . 1

F I F A F I F A F I F A

0 5 .0 5 .0 7

0 9 : 1 2 h r s

3 9 .2 / 2 6 / 6

I n c l u d e s f r e e u s e o f a l l l o c a l p u b l i c

t r a n s p o r t ( 2 n d c l a s s ) o n m a t c h d a y .

- - - - - - - - -

- - -

- - - - - - - - -

- -

- - - - - - - - - -

- -

-

- - - - -

- -

- - - -

- - -

T i c k e t c o n t a i n s a c h i p

- p l e a s e

d o n o t f o l d o r p u n c t u r e .

0 0 4 4 1 2 2 5 1 6 1 0 9 0 0 3 0 0 6 0 9 2 0 0

S AMPLE

L TD

WIN TICKETS

FIF A WORLD CUP™

T ICK E T SS AMPLE

LT D

Contest/Game/Lottery: any type o contest,

game or lottery using an Of cial Mark creates an

Unauthorised Association.

P L A Y A N D W I N

S A M P L E

L T D

2 0 1 4 W

o r l d c u p



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INFORMATIONAL/EDITORIAL USE

Editorial use: any legitimate editorial, non-

commercial use does NOT create an Unauthorised

Association.

“Inomercial/Advertorial”: there is no legitimate

justification or the commercial use or presentation

o editorial content by third parties using an Of cial

Mark as this creates an Unauthorised Association.

NEWSPAPER

N E W S PA

P E R

P R E S E N

T E D B Y

S A M P

L E L T D





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COMPANY/BUSINESS NAMES

General terms: A general ootball-related OR

Brazil-related business name may NOT create an

Unauthorised Association (provided it is not used

together with FIFA World Cup™ indicia, imagery

or reerence, or the name )

WORLD SOCCER

LTD

FOOTBALL

Of cial Marks/event titles: the use o an Of cial

Mark as part o a business name does create an


B RA Z I L 2 0

1 4

H O T E L G U

I D E L T D

A C C O M M O

DA T I O N

G U I D E

B RA Z I L 2 0

1 4

H O T E L G U I D E L T D

A C C O M O D

A T I O N

G U I D E



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MERCHANDISE

General ootball terms: Merchandising items with

general ootball terms OR Brazil-related terms OR

national flags do NOT create an inringement o

FIFA’s rights (provided it is not used together with

FIFA World Cup™ indicia, imagery or reerence,

or the name). BRAZIL

Oicial Marks/event titles: The use o an

Of cial Mark on a merchandising item creates an


2014BRAZIL



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IN-STORE DECORATION (RESTAURANTS,BARS, RETAIL OUTLETS) General terms: general ootball-related or Brazil-

related in-store decoration does NOT create an


Of cial Marks/event titles: The use o an Of cial

Mark as part o an in-store decoration creates an


2014WORLD

CUP

201 4BRAZIL



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INTERNET/MOBILE Legitimate domain names/URLs: The use o

an Oicial Mark in an URL can be considered

legitimate and descriptive use i it comes ater

the domain name.

www.travel-company.com/worldcuptravelinfo.htm

SAMPLE

LTD

Domain names/URLs: In general, Of cial Marks

cannot be incorporated in domain names (or

into a URL identiication which comes beore

the domain name) or websites with commercial

content.

www.worldcup.travel.company.com

SAMPLE

LTD



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Hyperlinks: Of cial Marks may not be used as

hyperlinks or shortcuts on the Internet (or the

use o the www.FIFA.com hyperlink, please see

Section 2 above).

SAMPLE

LTD

SAMPLE

LTD FIFA WORLD CUP NEWS

2014 FIFA WORLD CUP™

INTERNET/MOBILE

“Commercial use”: Of cial Marks may not be used

together with, or in proximity to, a company logo

or commercial reerence (such as ‘Brought to you

by …’ or ‘Sponsored by …’, etc. or used on a stand-

alone basis, in a fixed position or in a recurring way

on a website including mobile optimised websites

or applications, particularly repetitive use o the

Marks in the corner o a special edition or on eachsuccessive web page o a special subsection o a

website).



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F I F A W

O R L D

C U P ™

INTERNET/MOBILE

MMS/SMS/other mobile services: FIFA’s of cial

logos, symbols and other graphic trade marks

may not be used in SMS, MMS or similar mobile

services. FIFA’s Protected Terms (e.g. the event

titles) may not be used in such mobile services to

create the impression that a service is of cially

associated with the 2014 FIFA World Cup™.

Mobile and other applications: Oicial Marks

may not be used or speciic applications on

the 2014 FIFA World Cup™ and no associationmay be created with FIFA and/or the 2014 FIFA

World Cup™. The Protected Terms may not be

incorporated in the name o any such application.

“Get up” (the look and eel o the website):

Oicial Marks may not be used as part o the“get up”, overall structure or design o a website

(including background or wallpaper designs), or as

a major constituent o a transitional introductory

web page o a website.

S A MPLE

LT D

DOW NLOAD

W ALLPAPER



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SOCIAL MEDIA

FIFA’s of cial logos, symbols and other graphic

trade marks may not be used on any social media

platorm. FIFA’s Protected Terms (e.g. the event

titles) may not be used to create the impression

that a page is of cially related to the 2014 FIFA

World Cup™.

PUBLIC VIEWING EVENTS

Commercial Branding: The use o the OicialMarks is not permitted and no sponsorship that

creates a direct or indirect association with FIFA

and the 2014 FIFA World Cup™ can be granted

to any third parties which are not FIFA Rights

Holders.

Any Public Viewing Exhibitor that has obtained

a Public Viewing Event licence rom FIFA shall

comply with the FIFA regulations or Public

Viewing Events (issued by FIFA rom time to time).

FIFA WORLD CUP NEWS

SOCIAL

NETWORK

MY PROFILE

SAMPLE

LT D PUBLIC V IEWING

CITY ABCDLT D



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PLEASE NOTE The examples in this section are given or illustrative purposes only.

I FIFA writes to you to explain that a certain activity which you

thought was in compliance with these Public Guidelines does in act

create an unauthorised association, we ask you to please respect

FIFA’s rights in the Of cial Marks.

These guidelines are not to be used by companies who deliberately

intend to ambush FIFA’s marketing rights as a tool to careully avoid

legal liability. The above scenarios are artificially simplistic in orderto provide practical assistance to companies who have an honest

intention to avoid unairly associating with the 2014 FIFA World

Cup™. Past experience has shown that companies who try to use

these guidelines as a deence to an act o unair association or

inringement are unsuccessul.

We hope you appreciate that it is not possible to illustrate every

possible scenario o acceptable use compared with unauthorised

association and we trust that you will cooperate with FIFA’s requests.

For this reason, all o FIFA’s rights are explicitly reserved.

These Public Guidelines only address rights owned by FIFA and do

not contain or indicate any statement with respect to any rights, or

relates in any manner in relation to, any rights held by any third party,

such as players, clubs, member associations, conederations or other

entities and organisations.



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GENERAL BENEFITS (“HOW TO GET INVOLVED”)

SECTION 4

GENERAL PRINCIPLE In general, there are many ways an organisation, institution or

entity can benefit rom the 2014 FIFA World Cup™ without using

the Of cial Marks or commercially associating itsel with it.

The below section intends to set orth some examples o such

benefits and opportunities in relation to the 2014 FIFA World Cup™:

Be a service provider or supplier in relation to the preparation and

organisation o the 2014 FIFA World Cup™:

• Be a service provider or supplier or the stadia construction and

other general inrastructure requirements. For any details on the LOC

service procurement process, please contact the LOC directly.

• Be a service provider or supplier or events, unctions and activities

staged by FIFA and/or the LOC in relation to the FIFA World Cup™.

• Be a service provider or supplier or events staged by the Host

Cities.

• Be a service provider or supplier or events and other promotional

activities by the FIFA Partners, FIFA World Cup Sponsors and

National Supporters.

Buy a hospitality package and invite corporate guests and customers.

Hospitality packages will go on sale at a later stage. This will be

communicated via the media. Further inormation will be available

on FIFA’s website www.FIFA.com.

Buy a product license rom FIFA or the production o Oicial

Licensed Merchandise products. I you are interested please contact

[email protected].

SERVICE PROVIDER

HOSPITALITY PACKAGE

PRODUCT LICENCE



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CO-PROMOTIONS Engage in a co-promotion with one o the FIFA Partners, FIFA World

Cup Sponsors and National Supporters. Please contact such entities

directly, as FIFA is not authorised to provide any contacts details o

such entities. For inormation on the entities, please see Annex 1 to

these FIFA Public Guidelines.

Conduct general ootball promotions without any reerence or

association to the 2014 FIFA World Cup™ (i.e. benefiting rom the

increased general attention to ootball in the host country).

Support local ootball in Brazil or your home country – grass roots

ootball needs support, companies can conduct ootball promotions

associating with their local property without associations to the 2014

FIFA World Cup™.

GENERAL FOOTBALLPROMOTIONS

SUPPORT GRASSROOTS FOOTBALL



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CONTACT INFORMATION

SECTION 5

FIFA You can order the Of cial Marks by completing the appropriate

request orm at the website:

www.FIFAdigitalarchive.com

For any enquiries in relation to the LOC procurement process orthe provision o services in relation to the preparation or the 2014

FIFA World Cup™, please contact the Local Organising Committee:

2014 FIFA World Cup Brazil™ Organising Committee

Avenida das Américas, 3500 Toronto 1000 7th Floor

Barra da Tijuca Rio de Janeiro RJ Brazil 22460-102

Tel: +55 21 2432 2014

Fax: +55 21 2432 2025

I you are interested in becoming a National Supporter or Licenseeo the 2014 FIFA World Cup™ please contact the Sales Department

[email protected]

LOCAL ORGANISINGCOMMITTEE

FIFA SALES DEPARTMENT





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FIFA has appointed the ollowing Rights Holders:

FIFA Partners

FIFA Partners are altogether 6 entities to which FIFA has granted or

will grant the most comprehensive package o global advertising,promotional and marketing rights in relation to FIFA, all FIFA

activities and all FIFA competitions, including the 2014 FIFA World

Cup™.

FIFA World Cup Sponsors

FIFA World Cup Sponsors are a maximum o 8 companies to which

FIFA has granted or will grant the second-most comprehensive

package o global advertising, promotional and marketing rights in

relation to the 2014 FIFA World Cup™ (and the FIFA Conederations

Cup Brazil 2013).

National Supporters

National Supporters are a maximum o 6 companies to which FIFA

has granted or will grant a package o advertising, promotional and

marketing rights in relation to the 2014 FIFA World Cup™ (and the

FIFA Conederations Cup Brazil 2013) or the territory o Brazil.

FIFA RIGHTS HOLDERS



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FIFA Licensees are such entities to which FIFA has granted or will

grant the right to use the Of cial Marks on items o merchandise.

I you are interested in becoming a Licensee, please contact

[email protected]

Media Rights Licensees are such entities to which FIFA has grantedor will grant the right to broadcast and/or transmit a eed o any

match o the 2014 FIFA World Cup™.

Further details on the FIFA Rights Holders are available on

www.FIFA.com.

LICENSEES

MEDIA RIGHTS LICENSEES



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ANNEX 2

FIFA MEDIA INFORMATIONUSE OF THE OFFICIAL MARKS OF THE 2014 FIFA WORLD

CUP BRAZIL™

FIFA welcomes the news media providing editorial coverage o the

2014 FIFA World Cup™ and understands that the news media wishes

to use the Of cial Marks in connection with their editorial coverage.

Thereore FIFA provides high quality digital images o the Of cial

Marks to the news media without charge to use in their editorial

coverage.

This Media Inormation seeks to set orth some general guidelines or

the news media on how the use the Of cial Marks in a manner that

is consistent with legal reedoms, but yet respects FIFA’s marketing

programme and the rights o FIFA’s Rights Holders. Nothing in this

document is intended to control or restrict in any way the content

o news stories and editorials on the 2014 FIFA World Cup™ by the

news media.

The news media may use the Of cial Marks in editorial coverage

o the 2014 FIFA World Cup™ in compliance with the ollowingprinciples:

For the purpose o identiying or illustrating articles about or news

coverage o the 2014 FIFA World Cup™. However the Of cial Marks

cannot be used as an integral part o the layout o a publication or

as elements o the brand o a publication.

The Of cial Marks cannot be used or any advertising or promotional

purposes by the print media, including on any products or

commercial purposes, e.g. in any competition, lottery or other type

o contest. Regarding broadcasters, specific guidelines will ollow.

The news media are welcome to use FIFA’s match schedule as part

o its news reporting o the tournament but care should be taken

to avoid creating any Unauthorised Association with third parties

that are not Rights Holders or the tournament (e.g. by advertising

o commercial sponsorship o or near the eature).

INTRODUCTION

TERMS OF USE OF THE

MARKS

EDITORIAL USE

NO PROMOTIONAL/ADVERTISING USE

USE OF MATCH SCHEDULES



The Of cial Marks can be used on the ront covers o newspapers to

illustrate editorial articles as mentioned above. But care should be

taken when the Of cial Marks are used on the ront covers o print

magazines or special edition print publications. The appearance o

the Of cial Marks in the title o such products is most likely to be

mistakenly perceived by consumers as an indication that the printpublication is licensed by FIFA.

The use o match tickets or any type o competition, sweepstake

or promotion is expressly orbidden unless it is organised by a FIFA

Partner or FIFA World Cup Sponsor and subject to the specific

written permission o FIFA.

The Of cial Marks should be used in compliance with FIFA’s graphic

guidelines/brand manuals which you will receive rom FIFA along

with high quality digital files o the requested reproduction artwork.

The Of cial Marks must not appear in such a way as to suggest an

association between FIFA or the 2014 FIFA World Cup™ on the one

part and the user, its trade name, logo or other marks, or the user’s

goods and services, on the other part.

The news media should not authorise any third party to use or

associate themselves with the Of cial Marks and should not use

the Of cial Marks in such manner that allows any third party to

gain an Unauthorised Association with the 2014 FIFA World Cup™.

The Oicial Marks should be clearly separated rom third party

advertisements in order to avoid any conusion. Extreme care should

be taken or publications, or sections o publications, sponsored bythird parties as the risk o mistaken third party association is high.

The news media may order the O ic ia l Marks by

completing the Media Mark Request Form at the website

www.FIFAdigitalarchive.com.

USE ON FRONT COVERS

USE OF MATCH TICKETS

GRAPHIC GUIDELINES/BRAND MANUALS

NO ASSOCIATION

FIFA DIGITAL ARCHIVE

NO THIRD PARTYASSOCIATION

Documents

2014 Fifapublicguidelines Eng 25012011