Fifa expects more Web sites that illegally use its trademarks, such as 2010 and World Cup, to appear as the games draw closer.
Owen Dean, a partner at Spoor and Fisher, which handles trademark infringements on Fifa's behalf, says the organisation will not tolerate people who try to piggyback off the event.
So far, the law firm has brought about 48 Web sites to Fifa's attention, and it will take action and request that the sites be taken down if its trademarks are used.
Dean says the rogue sites have been taken down, and the company has not had to institute any legal action. “Some are blatant and there is no argument at all.”
Fifa is only really concerned if these sites are actively trying to benefit from the games, such as offering 2010 accommodation, says Dean. Companies that want to offer accommodation must be registered with Fifa's Match organisation.
Growing audacity
“There have been Web sites that have been direct and to the point [of infringing Fifa's trademarks].” The federation's trademarks revolve around the words “2010 Fifa World Cup South Africa” and combinations of those words.
Dean explains that, during previous World Cups, ambush marketing, where people try to benefit from the games without being official partners, increases in the last few months before the matches. “As time gets closer, everybody tries to jump on the bandwagon.”
He adds that people tend to get a “bit naughty” online, and will link the event in with the Web site's name.
However, Fifa will clamp down on these sites, says Dean. “Fifa has an obligation and a strong interest in protecting the interests of the sponsors.”
A local “who is” search with wildcards around Fifa's name brought up 71 hits, with some being FifaSA, Fifa and Fifa2010worldcup, for example. Searching for 2010 also brought up a list of sites that infringe Fifa's trademarks, such as 2010-accomodation.
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