Guidelines for the public use of FIFA's official marks
2014 FIFA World Cup BrazilFIFA PUBLIC GUIDELINESfor use of FIFAs Official MarksGeneral Issue #1 2010 FIFA January 2011These Public Guidelines will be updated periodically.Please check FIFAs website www.FIFA.com for the latest version.
2These FIFA Public Guidelines will be updated periodically. Please check FIFAs website www.FIFA.com for the latest version. FIFA Public GuidelinesGeneral Edition Issue #1 2010 FIFACHAPTER PAGESection 1 Purpose of these FIFA Public Guidelines 3Section 2 Ofcial Marks 5Section 3 Examples of Use (Dos and Donts) 8Section 4 General Benets (How to get involved) 20Section 5 Contact Information 22Annex 1 General Background of the 2014 FIFA World Cup 23Annex 2 Media Information 26CONTENT
3These FIFA Public Guidelines will be updated periodically. Please check FIFAs website www.FIFA.com for the latest version. FIFA Public GuidelinesGeneral Edition Issue #1 2010 FIFAPURPOSE OF THESE PUBLIC GUIDELINESSECTION 1THE 2014 FIFA WORLD CUP The FIFA World Cup is an event staged on a scale of spectacularproportions. As the largest single sports event and most-watchedcompetition on earth it enjoys phenomenal interest from sportsfans and the business world alike. Many entities, organisations,businesses and non-commercial organisations will want to be a partof this event.It is important to note that due to the enormous cost of staging sucha large event, FIFA would not be able to organise the tournamentwithout the signicant support of its commercial affiliates, the hostcountry and host cities, as well as the Local Organising Committee(LOC). These stakeholders all make vital nancial contributionsto ensure that this privately funded event can be staged. In returnfor this critical support, FIFAs Rights Holders (see Annex 1 formore information) are guaranteed an exclusive association with thecompetition, especially the right to use the Official Marks (as denedin Schedule 2) for promotional and advertising purposes.Any unauthorised use of the Official Marks not only undermines theintegrity of the FIFA World Cup and its marketing programme, butalso puts the interests of the worldwide football community at stake.The FIFA Rights Holders will only invest in the 2014 FIFA World Cupif they are provided with this exclusivity for the use of the OfficialMarks. If anyone could use the Official Marks for free and createan association with the 2014 FIFA World Cup, there would be noreason to become a Rights Holder. This would mean that FIFA andthe LOC could not appoint any Rights Holders and could not securethe funding for the 2014 FIFA World Cup from such revenues.Therefore, the protection of the exclusive rights is crucial for thefunding for the 2014 FIFA World Cup Brazil and FIFA asks that non-affiliated entities respect FIFAs intellectual property and conducttheir activities without commercially associating with the 2014 FIFAWorld Cup.SUPPORT BY FIFARIGHTS HOLDERSWHY IS IT IMPORTANT TOPROTECT THE EXCLUSIVITYO F T H E F I FA R I G H TSHOLDERS?
4These FIFA Public Guidelines will be updated periodically. Please check FIFAs website www.FIFA.com for the latest version. FIFA Public GuidelinesGeneral Edition Issue #1 2010 FIFAThese Public Guidelines are designed to offer guidance andinformation to the general public.Please note that these Public Guidelines are NOT a licence or legaldocument and do not conrm whether or not an activity infringesany rights in relation to the 2014 FIFA World Cup. We regret thatFIFA cannot provide individual feedback on each potential use ofits Official Marks. It is the responsibility of third parties to seek theirown legal advice.The experience from previous FIFA World Cup tournaments hasshown that there are many ways an entity can benet from the FIFAWorld Cup without using the Marks or commercially associatingitself with it (please see Section 4 below).In particular, it is expected that the country and the economy ofBrazil will, in general, greatly benet from the 2014 FIFA WorldCup, which will be to the advantage of many Brazilian entities,organisations and institutions as well as the Brazilian citizens.The news media are welcome to use the Official Marks for legitimateeditorial and information purposes, provided that such use doesnot create any undue association between the tournament and anyentities other than FIFAs commercial affiliates. This is addressed inAnnex 2.An event is considered a Public Viewing Event if at such eventbroadcast coverage (signal) of the 2014 FIFA World Cup is madeavailable for public exhibition. No use of the Official Marks ispermitted and no sponsorship that creates any direct or indirectassociation with FIFA and the 2014 FIFA World Cup can be grantedto third parties which are not FIFA Rights Holders. FIFA regulationsfor Public Viewing Events will be issued separately by FIFA at a laterstage and will be available on www.FIFA.com.A Public Viewing Event licence has to be obtained from FIFA. Anyparty interested in obtaining a licence to exhibit broadcast coverage(signal) of the 2014 FIFA World Cup should make a request to FIFAvia www.FIFA.com and upon grant of a licence shall comply withthe FIFA regulations for Public Viewing Events (issued by FIFA fromtime to time).These Public Guidelines apply to activities by any third parties on aworldwide basis, including in the host country Brazil.GENERAL INFORMATIONAND GUIDANCETHIRD PARTIES HOW TO BENEFIT WITHOUTASSOCIATION?MEDIAPUBLIC VIEWING EVENTSTERRITORY
5These FIFA Public Guidelines will be updated periodically. Please check FIFAs website www.FIFA.com for the latest version. FIFA Public GuidelinesGeneral Edition Issue #1 2010 FIFAOFFICIAL MARKSFIFA has developed and protected an assortment of logos, words,titles, symbols and other trade marks which it will use, or allowothers to use, in relation to the 2014 FIFA World Cup (the OfficialMarks). The most important Official Marks are described in moredetail below.FIFA owns rights in the individual graphic and word elements, whichcombine to make up the Official Emblem as a whole, and these areprotected by copyright, trade marks and/or other laws of intellectualproperty. The Official Emblem is the main logo used as reference tothe 2014 FIFA World Cup.The Official Mascot of the 2014 FIFA World Cup will be launchedat a later stage.SECTION 2OFFICIAL EMBLEMOFFICIAL MASCOTOFFICIAL MARKS
6These FIFA Public Guidelines will be updated periodically. Please check FIFAs website www.FIFA.com for the latest version. FIFA Public GuidelinesGeneral Edition Issue #1 2010 FIFAThe Official Poster of the 2014 FIFA World Cup will be launchedat a later stage.The FIFA Fan Fest Logo of the 2014 FIFA World Cup will belaunched at a later stage.FIFA WORLD CUP TROPHYOFFICIAL POSTEROFFICIAL LOOK ELEMENTOFFICIAL FAN FEST LOGO
7These FIFA Public Guidelines will be updated periodically. Please check FIFAs website www.FIFA.com for the latest version. FIFA Public GuidelinesGeneral Edition Issue #1 2010 FIFA 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 for each of the host cities (e.g. Rio 2014,etc.)Please note that this is not a full list of FIFAs trade marks in relationto the 2014 FIFA World Cup. For a full list of FIFAs trade marksin any specic country, and the specic goods and services forwhich they are protected, one should seek advice from a local trademark attorney or contact the national patent or intellectual propertyoffice.The FIFA.com logo may only be used on a website as a hyperlinkto the homepage of the official website www.FIFA.com, subject tospecic prior approval by FIFA.The Official Marks are protected in Brazil and territories around theworld by trade mark registration and/or copyright laws and/or otherlaws of intellectual property such as unfair competition or passingoff. Such laws collectively protect FIFA against the unauthoriseduse of both identical reproductions of the Official Marks and alsoconfusingly similar variations and modications.PROTECTED TERMSFIFA.COM LOGOPROTECTION
8These FIFA Public Guidelines will be updated periodically. Please check FIFAs website www.FIFA.com for the latest version. FIFA Public GuidelinesGeneral Edition Issue #1 2010 FIFAEXAMPLES OF USE (DOS AND DONTS)GENERAL PRINCIPLEIn order to provide some guidance to the general public, the below section sets out FIFAs positionconcerning some common examples of unauthorised commercial association with the 2014 FIFAWorld Cup (Unauthorised Association) and some examples of activities which can be consideredlegitimate.This section intends to assist third parties who wish to avoid any unauthorised association with thetournament. Clearly it is not possible to set out all different situations, or comment on the different legalsanctions that may apply in each country. In these examples, references to the Official Marks includesimilar variations of such Official Marks (see Section 2 above).SECTION 3ADVERTISEMENTS/PROMOTIONSGeneral advertisement: an advertisement usinggeneral football terms/imagery may NOT createan Unauthorised Association.SAMPLELTDFOOTBALLINBRAZILGeneral advertisement: an advertisement using anOfficial Mark (such as emblems, words, slogans,event titles, etc.) or any other reference to theevent creates an Unauthorised Association.SAMPLELTD