Due to the enormous cost of staging such a large event, FIFA would not be able to organise the tournament without the significant support of its Commercial Affiliates. They make vital financial contributions to ensure that this privately funded event can be staged. In return for this vital support, FIFA’s rights holders are guaranteed an exclusive association with the competition, especially through the right to use the Official Marks (e.g. the Official Emblem and the Official Mascot) in their promotions and advertising.
FIFA’s rights holders will only invest in the 2014 FIFA World Cup™ if they are provided with this exclusivity. 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 rights holder and as a result FIFA would be unable to secure the funding necessary to stage the event. Therefore, FIFA is obliged to act when non-affiliated entities do not respect FIFA’s intellectual property and conduct activities that commercially associate with the 2014 FIFA World Cup™.