FIFA’s intellectual property primarily consists of trademarks such as FIFA, WORLD CUP, COPA 2014, BRAZIL 2014; designs (both registered and unregistered) and copyright as subsisting in works such as the Official Poster, Emblem, Mascot and Look artworks. FIFA has developed and protected an assortment of logos, words, titles, symbols and other trademarks which it will use, or allow others to use under a formal agreement, in relation to the 2014 FIFA World Cup™.
FIFA is obliged to take action against any unauthorised reproduction of its marks in a commercial context. If FIFA did not follow up on any infringements of its trademarks and copyrighted works, it would risk losing its legal right and title to such works, thereby endangering the foundation of its commercial programme.
In addition, FIFA’s Commercial Affiliates will only invest in the 2014 FIFA World Cup™ if they are provided with this exclusivity for the use of the marks and for any other kind of association to the event. If anyone could use the Official Marks for free and create an association with the 2014 FIFA World Cup™, there would be no reason to become a Commercial Affiliate. This would mean that FIFA could not appoint any Commercial Affiliates and would therefore not receive the revenue required to maintain the high standards expected of the FIFA World Cup™.
An example of the strength of FIFA’s intellectual property assets is reflected by recent research in seven key global markets where the FIFA World Cup Trophy recorded an average recognition level of 83% (99% in Brazil). These levels are significantly higher than any other sporting trophies.