FIFA is investigating a 2010 World Cup promotion that’s been co-funded by the South African government, as it strengthens the protection of its rights to the biggest sporting event in the world. The South African Fruit promotion offers the prize of a holiday to South Africa, but does not actually offer tickets to any games. PR materials and the promotion’s website appear to promote the offer of tickets, however the winner will actually receive £5,000 in addition to the holiday, which the site suggested could be used to pay for entrance to the World Cup games.
FIFA rules state that only partners and those associated with partners have the right to offer tickets to FIFA World Cup games as prizes, or even refer to the tournament in marketing.
It would appear that the organisation is becoming more and more heavy-handed and more vigilant, but brands and their agencies must get used to the intricasisies of the rules, as those for the 2012 Olympics are likely to be just as tough, if not tougher.
“Promoters should take detailed advice on any planned activity for any major sporting events” suggests Edwin Mutton, Compliance Co0ordinator at the Institute of Sales Promotion.
Don’t say we didn’t warn you!
Let’s hope that Fabio and the boys can steer an easy route through the tournament…..