Magazine article Marketing

FIFA Focuses on Illegal World Cup Promotions

Magazine article Marketing

FIFA Focuses on Illegal World Cup Promotions

Article excerpt

FIFA has launched an investigation into a 2010 World Cup promotion co-funded by the South African government, as it strengthens the protection of its rights in the run-up to the football tournament.

The activity was rolled out to promote South African fruits, including apples, pears and peaches, in the UK. In addition, to the country's government, funding for it has been provided by organisations representing fruit producers.

The promotion, which is running across radio, point of sale and press advertising, offers the prize of a holiday to South Africa. It carries the official 'South Africa Alive with Possibility' branding used by the government for tourism marketing and features celebrity endorsements from Channel 4 chef Sophie Michell and A Place in the Sun's Jasmine Harman. The push will end in June.

PR materials and the URL of the promotion's website (beautifulcountrybeautifulfruit.com/offers/ win-2-tickets-to-the-world-cup) appear to promote the offer of tickets However, the winner will actually receive pounds 5000 in addition to the holiday, which the site suggests can be used to pay for entrance to World Cup games.

FIFA rules state that only partners and those associated with partners have the right to offer tickets to FIFA World Cup games as prizes, or even refer to the FIFA World Cup in marketing. A spokesman for world football's governing body said: 'FIFA was notified about this promotion, which is clearly infringing the rules, and our ticketing enforcement team have informed us they will be looking into this.'

Four years ago the World Cup in South Africa was designated as a 'Protected Event' by the South African government. …

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