As the organiser of the event, FIFA holds all commercial rights to the FIFA World Cup™, its greatest commercial asset. However, FIFA recognises that football is a worldwide passion and of course FIFA is not opposed to businesses benefiting from the thriving economy surrounding the FIFA World Cup™ by using generic references to football. FIFA even encourages shop owners to join in with the celebration by decorating their shop windows and facades with generic football terms and objects. FIFA actively encourages anyone that wants to take advantage of legitimate business opportunities created by the FIFA World Cup™. FIFA asks that any commercial activities aimed at capitalising on the large numbers of spectators are fair with regard to FIFA and its Commercial Affiliates.