The preparation for the staging of the 2018 FIFA World Cup™ began well in advance of the event. The focus here was not only on developing the infrastructure of the stadiums, transportation and the logistics of the event, but also on the creation of a unique 2018 FIFA World Cup Russia™ brand.
This brand includes the Official Emblem, Official Look programme, Official Mascot, Official Slogan, Official Poster, Host City Posters and more. From the early days of the event preparations through to the final dramatic moments when the Trophy is presented to the winning team, the whole event needs a strong brand that captures the essence of the event and the host country, whilst forging strong emotional links between the FIFA World Cup™ and fans all over the world.
In its role as the patron of the FIFA World Cup™, it is essential that FIFA protects the integrity of the event’s brand.