Rights Protection Programme presentation.

1. 2010 FIFA World
Cup™ - City of Cape
Town’s Rights
Protection
Programme

2. Rights Protection Programme («RPP»)
Objectives

3. RPP Main Objectives
• To protect FIFA and FIFA Events from Event Piracy
Activities:
- Ambush Marketing;
- Intellectual Property Infringements;
- Unauthorized trading around Venues;
FOR HOST CITY CAPE TOWN
- Illegal ticket selling;
FIFA WORLD CUP SOUTH AFRICA 2010
- 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

4. RPP in South Africa

5. Legal Context - Brief Overview
Government Guarantees (2004)
−That RSA has IP laws;
−Protection against Ambush Marketing; and
−Protection of FIFA IP
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010
Existing Legislation
New Legal Tools
outh Africa

6. Legal Context- Relevant legislation
Trade Marks Act
Copyright Act
Counterfeit Goods Act
Merchandise Marks Act
Trade Practices Act
Host City By-laws

7. Commercial Restriction Zones

8. Purpose of Commercial Restriction Zone
• Additional protection against ambush marketing;
• And also against unauthorised commercial activities;
• Invisible zone around the Stadiums (no fence orFOR HOST CITY CAPE TOWN
barrier);
FIFA WORLD CUP SOUTH AFRICA 2010
• Protection during the 2010 FIFA World Cup™, especially on Match-
Days

9. Cape Town Stadium CRZ

10. Cape Town FIFA Fan Fest CRZ

11. RPP On-Site Activity
during the Tournament FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010

12. RPP Venue Teams
• 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

13. RPP Venue Team I
• 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;
FOR HOST CITY CAPE TOWN
– Fan Fest; FIFA WORLD CUP SOUTH AFRICA 2010
– Public Viewing and other spectator areas.
• Priority Objectives:
– Counterfeit Goods;
– Unauthorised Informal Traders around the stadium;
– Ambush Marketing.

14. 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.

15. Avoiding Ambush Marketing
- Do‘s and Dont‘s

16. 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

17. NON-branded displays (generic soccer or
national flag related) - OK

18. NON-branded displays
(generic soccer or national flag related) -
OK

19. 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:

20. Building wraps / banners:
NOT OK in the Exclusion Zone

21. Banners from private premises:
NOT OK in the Exclusion Zone

22. Banners on bridges, roads and other public
premises:
NOT OK in the Restriction Zone or Protocol
Routes

23. Free standing commercial banners - public
or private premises:
NOT OK in the Restriction Zone

24. 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:

25. Promotional Distributions to fans:
NOT OK on match days – anywhere in Host
City

26. Promotional displays to fans:
NOT OK in the Restriction Zone

27. Promotional displays to fans:
NOT OK in the Restriction Zone

28. Branded vehicles:
NOT OK in the Restriction Zone

29. 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:

30. Private Fan Parks / amusement zones:
NOT OK in the Restriction Zone

31. Restaurant / bar terraces - outdoor
branding:
NOT OK in the Restriction Zone

32. Aerial signage / advertisements:
NOT OK on Match Days – anywhere above
the HC

33. Unauthorised Vendors:
NOT OK in the Restriction Zone

34. Selling Counterfeit Goods:
NOT OK anywhere in the Host City

35. Religious or Political Displays /
Distributions:
NOT OK in the Restriction Zone

36. Beer gardens - outdoor branded bar or
hospitality:
NOT OK in the Restriction Zone

37. 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.)

38. 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

39. Contact Details
Sidney van Dyk
Coordinator: Rights Protection Programme
e-mail: sidney.vandyk@capetown.gov.za
Tel: 021-401 4019

40. THANK YOU
DANKIE
ENKOSI
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010