abhishreshthaa
Abhijeet S
PROTECTION AGAINST PARASITIC MARKETING AT VARIOUS EVENTS
1. Efforts taken by IOC to prevent Parasitic Marketing at Salt Lake City:
In an effort to clear things up, the IOC is getting very strict about the size and location of all the supplier logos, even the ones on the Columbia jackets, and also keeping non-Olympic companies from using billboards to tout their wares in Salt Lake.
The Olympic properties unit of the United States that controls Olympic marketing has bought up all the billboards, which were later sold only to official Olympic sponsors.
2. Protection Programme at Summer Olympics in Atlanta:
At the 1996 Summer Olympics, the Atlanta Committee had established a sponsor protection program. The programme was as follows:
- To present the ambusher with market research within 48 hours of the ad's first appearance, indicating that its advertising is deceiving the public.
- If the ad is not immediately pulled, to call a press conference announcing the parasite incident. - Running ads in major publications condemning the parasiter for exploiting the Olympic Games without paying the sponsorship fees that are used to pay for, among other things, the training of Olympic athletes.
3. Efforts to Protect Sponsors at Sydney Olympics, 2000:
During the Sydney Olympics the Sydney 2000 act was passed to protect the sponsors against Parasitic Marketing. This Act gave the organizers more power to deal with Parasite Marketers.
4. Efforts taken by FIFA at 2002 World Cup:
Pepsico was ordered to immediately cease the use of an advertisement related to the FIFA World Cup by an Argentinean court on 5 June.
The court found that the prohibited advertisement would cause confusion among consumers as it suggested a "presumed sponsorship relationship" between Pepsico and the FIFA World Cup. The advertisement in question combined the use of the phrase "Tokyo 2002", famous footballers and other football imagery in association with the logo of Pepsico, and the court has ordered Pepsico not to use the ad in TV, printed media or by any other means.
In the wake of the Pepsi ad, in Ecuador, FIFA had instructed counsel to initiate legal proceedings against Pepsico as a result of similar TV commercials. In Mexico, Pepsico is in the midst of negotiations with FIFA to settle a case involving the unauthorised use of the FIFA's trademark-protected emblem of the 2002 FIFA World Cup. Most recently, FIFA has identified a case in Russia which involves similar unauthorised uses of FIFA's trademarks, and FIFA is currently investigating potential actions.
The legal activities against Pepsico's ambush of the event represent a small part of FIFA's worldwide rights protection program. FIFA's rights protection efforts commenced well in advance of the event, beginning with a worldwide trade mark registration programme. The official marks of the event, namely "FIFA World Cup", the Official Mascots, the Official Emblem and the FIFA World Cup Trophy, were protected thanks to worldwide trademark registration. These measures were taken to ensure that FIFA ends up in a strong position to protect its rights and the rights of the Official
1. Efforts taken by IOC to prevent Parasitic Marketing at Salt Lake City:
In an effort to clear things up, the IOC is getting very strict about the size and location of all the supplier logos, even the ones on the Columbia jackets, and also keeping non-Olympic companies from using billboards to tout their wares in Salt Lake.
The Olympic properties unit of the United States that controls Olympic marketing has bought up all the billboards, which were later sold only to official Olympic sponsors.
2. Protection Programme at Summer Olympics in Atlanta:
At the 1996 Summer Olympics, the Atlanta Committee had established a sponsor protection program. The programme was as follows:
- To present the ambusher with market research within 48 hours of the ad's first appearance, indicating that its advertising is deceiving the public.
- If the ad is not immediately pulled, to call a press conference announcing the parasite incident. - Running ads in major publications condemning the parasiter for exploiting the Olympic Games without paying the sponsorship fees that are used to pay for, among other things, the training of Olympic athletes.
3. Efforts to Protect Sponsors at Sydney Olympics, 2000:
During the Sydney Olympics the Sydney 2000 act was passed to protect the sponsors against Parasitic Marketing. This Act gave the organizers more power to deal with Parasite Marketers.
4. Efforts taken by FIFA at 2002 World Cup:
Pepsico was ordered to immediately cease the use of an advertisement related to the FIFA World Cup by an Argentinean court on 5 June.
The court found that the prohibited advertisement would cause confusion among consumers as it suggested a "presumed sponsorship relationship" between Pepsico and the FIFA World Cup. The advertisement in question combined the use of the phrase "Tokyo 2002", famous footballers and other football imagery in association with the logo of Pepsico, and the court has ordered Pepsico not to use the ad in TV, printed media or by any other means.
In the wake of the Pepsi ad, in Ecuador, FIFA had instructed counsel to initiate legal proceedings against Pepsico as a result of similar TV commercials. In Mexico, Pepsico is in the midst of negotiations with FIFA to settle a case involving the unauthorised use of the FIFA's trademark-protected emblem of the 2002 FIFA World Cup. Most recently, FIFA has identified a case in Russia which involves similar unauthorised uses of FIFA's trademarks, and FIFA is currently investigating potential actions.
The legal activities against Pepsico's ambush of the event represent a small part of FIFA's worldwide rights protection program. FIFA's rights protection efforts commenced well in advance of the event, beginning with a worldwide trade mark registration programme. The official marks of the event, namely "FIFA World Cup", the Official Mascots, the Official Emblem and the FIFA World Cup Trophy, were protected thanks to worldwide trademark registration. These measures were taken to ensure that FIFA ends up in a strong position to protect its rights and the rights of the Official