The FIFA World Cup 2018 has finally kicked off!
Across the land, hordes of people descend on pubs and crowd around TV screens. It’s that time again where the office sweepstake does the rounds; the games from the night before are scrutinised amongst friends and colleagues; and heated debates ensue over the ref’s dodgy decisions, ‘helped’ this year by our new friend VAR. For those stuck in the office during a game, a permanent BBC sport tab is left open in the internet browser, being refreshed every 5 minutes.
If you have or are planning to tap into this wave of emotion – and dare we say optimism – to promote your brand, be aware that FIFA is extremely hot on ambush marketing and has a strict and lengthy set of rules about how its ‘Official Marks’ may be used. As is common for sporting events of this stature (like the Olympics) the host nation has adopted national laws to recognise FIFA’s rights in the tournament.
Read the full article on advertising during the World Cup here
