There are several elements to FIFA’s brand protection work that are aimed at identifying infringements of FIFA’s rights. For example, FIFA actively engages with customs authorities on a global level to detect shipments of counterfeit products. FIFA also actively monitors intellectual property registers across the world in order to safeguard and preserve its exclusivity to its brands and marketing assets.
One further element is the enactment of Commercial Restriction Areas (CRAs) around the stadiums that host matches of the FIFA World Cup™ and other Official Sites.
A CRA is specifically intended to easily identify and effectively deal with marketing activities that focus on the physical presence of non-sponsor companies in and around event sites such as stadiums. A CRA is not curtained by a physical fence but an imaginary line that is outlined on a map and included in local laws in order to provide additional legal protection against prohibited marketing activities around the stadium, unauthorised traders, counterfeit goods and ticket touts.
The impact on local businesses located within the CRA is typically limited by applying a “business as usual” principle. As a consequence, any commercial activity that is not specifically targeting the event or its spectators to obtain a promotional benefit should not be limited by the enactment of the CRAs. In fact, many local businesses around the stadium and other Official Sites such as bars, restaurants and convenience stores benefit from the CRA as it effectively excludes non-local businesses, including opportunists from other countries, seeking to cash in on the sudden increase of spectators at the expense of local businesses.
In return, FIFA asks that local businesses commit to fair play with regard to FIFA and its Commercial Affiliates in their activities that seek to profit from the high number of visitors without engaging in prohibited marketing activities.