Using FIFA logo & trade marks

Individuals who plan to make a small or big buck during the 2010 FIFA World Cup by producing, branding and selling their own world cup souvenirs, T-shirts, arts and crafts and other products should be very aware of FIFA. The organisation has vowed not to spare any person who’s illegally using its logo and trade marks for commercial purposes. And indeed, at a glance, the rules for of using the FIFA logo, the trade marks including the Zakumi figure, and various slogans before and during the 2010 world cup are severe. And not less important: the penalties – varying from fines to jail sentences – are not for sissies either.

The FIFA rules also apply for good-dooers who want to use the world cup logo or Zakumi to raise money for a charity organisation, non-profit organisation of non-governmental organisation. In other words: any activity that revolves around FIFA’s trade marks and earning money is basically a big no-no. So before you start to brand your services and products: make sure you know the rules, especially if you are not a world cup sponsor, partner and supporter.

Sponsors, partners and supporters

According to FIFA’s regulations, only the sponsors have the right to use the FIFA logo, trademarks, and various slogans. FIFA’s partners for the 2010 World Cup in South Africa are Adidas, Coca Cola, Emirates, Hyundai, Sony, and Visa. The event’s sponsors are Budweiser, Castrol, Continental, MacDonald’s, MTN, Yingli Solar and Satyam. Last but not least, the national supporters of the world cup are BP, First National bank (FNB), Neo Africa, Prasa and Telkom.

So what are those FIFA trademarks exactly?

Obviously the rules apply to the FIFA generic logo, the FIFA logo for the 2010 world cup, and the 2010 mascot Zakumi. In addition, the following phrases are protected as well:

* 2010 FIFA World Cup South Africa
* World Cup 2010
* RSA 2010
* Football World Cup
* FIFA World Cup
* South Africa 2010
* SA 2010
* ZA 2010
* 2010 FIFA World Cup
* 2010 FIFA World Cup South Africa
* Africa 2010
* Soccer World Cup
* World Cup
* South Africa World Cup
* World Cup South Africa
* Confederations Cup
* 2010
* Twenty Ten
* Win in Africa for Africa
* Football for a better world

To top things off, the host city names have been protected too: Cape Town 2010, Bloemfontein 2010 or Mangaung 2010, Durban 2010, Johannesburg 2010, Mbombela 2010 or Rustenburg 2010, Polokwane 2010 or Pietersberg 2010, Port Elizabeth 2010 or Nelson Mandela Bay 2010, as well as Pretoria 2010 or Tshwane 2010. This simply means that you are not allowed to produce and sell T-shirts ( or what ever you want to sell or give away for free) branded with ‘Cape Town 2010’ of ‘Johannesburg 2010’, even if there is no relation to the 2010 FIFA World Cup.

So, unless you are a sponsor, partner, supporter or have a license to use the FIFA trade marks you are not allowed to use the FIFA trademarks and slogans audibly or visually, you cannot mislead the public into that thinking that your brand is in any way affiliated to the event (so 2010 world cup cape town is a no-no, even if you are talking about the world cup crochet), you are not allowed to use the FIFA trade marks and slogans in promotional activities, which in any way, directly or indirectly.


17 Comments Add your own

  • […] that struggle to make ends meet. Making a buck out of the world cup, due to the neverending lidt of horrid trade mark rules, has been made very difficult but with this new proposal it has been made […]

  • […] How to use the FIFA logo & trade marks during 2010 world cup […]

    • 3. BERNEY FERIS  |  08/03/2010 at 11:58

      Please inform me how to use the logo of fifa world cup .I work for siyanda distrit municipality and we want to make Banners for our Region .Can we as munisipality make use of the logo .Please inform me wit all the details .



  • 4. BERNEY FERIS  |  08/03/2010 at 12:44

    Plaese inform me how to use the logo of Fifa World Cup .I work for the Siyanda District Municipality and we want to make Banners for our Region with a slogo . Can we as Municipality make use of the LOGO and put our own Slogo on the Banner .Please inform me with all relevant details .



    • 5. Miriam Mannak  |  10/03/2010 at 19:17

      Hi there,
      My apologies for my belated reply.
      Unless you are a host city, I am told you cannot use the logo without a permit. I think it is best that you contact the local organising committee at Their telephone number is +27 (11) 567 2010 . I am sorry I am not more of a help to you.

  • […] How to use the FIFA logo & trade marks during 2010 world cup […]

  • 7. Tlaleng mhlambi  |  05/05/2010 at 22:45

    I would like 2 know that even if im selling sweets next to stadium do i have to buy logo

    • 8. Miriam Mannak  |  11/05/2010 at 10:36

      There will be not a chance you will be allowed to sell right next to the stadium. I am sure you can do on the main pedestrian areas leading to the stadium. If you are not advertising your sweets as world cup sweets I am sure you are fine.

  • 9. Pavlos  |  18/05/2010 at 08:20

    I have a cafe/bar and i am planning on having banners outside the establishment showing that the matches will be shown here live….can i use the logo?

    • 10. Miriam Mannak  |  18/05/2010 at 11:41

      No, you cannot. FIFA does not allow you to use the logo, the world cup, and various terms such as ‘world cup 2010’, ‘cape town 2010’, etc. Safest thing you can do is having banners with simply “England vs Korea” or something.

  • 11. Joe in Sacramento  |  25/05/2010 at 03:20

    I am doing advertising and just using a soccer theme…a soccer ball and loud cheering in a stadium…so there are ways to get around it.

    • 12. Miriam Mannak  |  27/05/2010 at 12:11

      Yup, there is indeed. It just seems that form the moment you use the terms ‘2010’ ‘world cup’ you are screwed. Well done!

  • 13. JD  |  28/05/2010 at 15:46

    According to that list even the phrase “2010” is trademarked. How can they trademark the DATE for goodness’ sake!

  • 14. David  |  28/05/2010 at 18:12

    The list of trademarks you make here are not correct, you cannot trademark such general things as the number ‘2010’ of the word ‘World Cup’. You can search for registered trademarks worldwide here:

    • 15. Miriam Mannak  |  29/05/2010 at 17:59

      I have written about this topic extensively, and various companies in SA (450 of them) were either fined or threatened with court cases by FIFA for using the term 2010 and world cup.

  • 16. Jay  |  11/06/2010 at 05:56

    Lucky me with Satyam !!!! 🙂

  • 17. Amoh  |  19/06/2010 at 23:11

    But about 2010, that is jsut a calendar yr, how can it be regulated? its unfair n un applicable


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