Commercial Exclusion Zones - Long Street

FIFA Rights Protection Programme: General RPP Matters Cape Town Shameel Ho-kim 17 November 2009

FIFA‘s Rights Protection Programme («RPP») - Team, Structure and Objectives

RPP Main Objectives
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 Team FIFA (Marketing, Competitions...) Commercial Legal (IP Unit) RPP (Core) Team (Zurich & South Africa)

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
Existing Legislation
New Legal Tools

Legal Context- Relevant legislation
Trade Marks Act
Copyright Act
Counterfeit Goods Act
Merchandise Marks Act
Trade Practices Act
Host City By-laws (in effect 10 days before and 10 days after)

Commercial Restriction Zones Exclusions Zones

Purpose of Commercial Restriction Zone
additional protection against ambush marketing;
and also against unauthorised commercial activities.;
invisible zone around the Stadiums and CAS’s (no fence or barrier);
protected during the FIFA Events (FIFA Confederations Cup South Africa 2009, Final Draw and 2010 FIFA World Cup), especially on Match-days;

RPP On-Site Activity during the Tournaments

RPP Venue Teams
FIFA Team, including 1 RPP Venue Manager ;
Police Authorities (SAPS and/or Metro Police) – aprox. 8 officers ;
Volunteers – 10 RPP volunteers.
Host-City Representative – 1 RPP Coordinator ;
TOTAL  +/- 16 pax

RPP Venue Teams I
RPP Venue Teams will be in each Host City for the duration of the tournaments:
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 Traders around the stadium;
Ambush Marketing.

RPP Venue Teams II
RPP Venue Team will work in close liaison with:
Stadium Security;
Stewards;
LOC;
Host City units for:
Trader Permits;
Advertising;
SARS Customs Officers;
Public Prosecutors;
Local lawyers.

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 – normal business/commercial activities to continue (unless otherwise stated by LOC’s 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

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

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 tournaments 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
Issued to all Host Cities in October 2008
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 fifa.com
clear Do’s and Don’ts and other rules regarding the use of FIFA marks and the staging of Public Viewing Events

Final Draw – Commercial restriction Zone

THANK YOU
Enquiries : [email_address]
Q+A‘s

Commercial Exclusion Zones - Long Street

by Cape Town Partnership on Nov 19, 2009

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