$75 Million Per World Cup Sponsor
"When Brazil hosts the World Cup later this year, it will be like having the Super Bowl every day for an entire month," AdAge reported earlier this year, with eight marketers set to pay a combined total of $600 million for a TV presence built around the soccer games and related coverage. That high price point for the most popular sporting event in the world also comes with some international red tape. Brands looking to capitalize on event site advertising opportunities must cut a deal directly with Fédération Internationale de Football Association (FIFA), the World Cup's organizing body.
Brands Beware
Marketers have long known that associating with major sporting events helps their brand stand out to the consumer's eye. But both FIFA and the International Olympic Committee (IOC) requires countries who bid for the 2014 World Cup or 2016 Olympics to pass specific laws designed to protect the intellectual property rights of both organizations. Fashion companies who do not pay the expensive sponsorship fees still must perform extensive due diligence to navigate all of the new laws that have been put in place.
How to Navigate FIFA & IOC's Extra IP Protection
In this episode of Fashion Counsel, Anthony Lupo talks with Intellectual Property partner Cristina Carvalho about legal concerns fashion brands should consider when developing advertising campaigns around the 2014 FIFA World Cup Brazil and the Rio 2016 Olympic Games.
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