The tape and the illegal ketchup: FIFA's sponsor protection rules
Austria coach Ralf Rangnick was highly amused by a small PR coup while Jamal Musiala will probably have to carry a roll of tape with him for the next few weeks. The Germany star’s headphones are not made by a World Cup sponsor which means that he had to cover the clearly visible
Austria coach Ralf Rangnick was highly amused by a small PR coup while Jamal Musiala will probably have to carry a roll of tape with him for the next few weeks.The Germany star’s headphones are not made by a World Cup sponsor which means that he had to cover the clearly visible logo with tape in official tournament areas.The zeal with which world governing body FIFA protects the exclusivity of its sponsors at the World Cup is causing more than just surprise.
It is also prompting companies that are not among the official sponsors to come up with clever ideas.What the sponsors payBeing an official FIFA or World Cup sponsor is not cheap.Florian Pfeffel, professor for sports management at the university of applied sciences in Bad Homburg, says that official FIFA partners pay $50-100 million per years and World Cup sponsors $20-30 million.
There are also regional sponsors that only appear in certain areas.To protect exclusivity, there is strict trademark protection for terms such as “World Cup 2026,” as well as logos, mascots, and even the World Cup trophy.Around the stadiums and at official fanfests, no competing products from non-sponsors may be sold.
Stadiums have also been renamed in a neutral way for the World Cup.“FIFA follows a clean-site principle, under which stadiums must ensure that the venue and surrounding grounds are free from potentially competing third-party naming rights,” economist Markus Voeth from Hohenheim university says.Please cover it up: Musiala’s headphones and ketchup containersFIFA was not particularly lenient when it came to Musiala’s headphones.
“You naturally think: that’s terribly petty. And it is,” says Pfeffel. “On the other hand, you also have to understand the rights holders and FIFA.
These partners pay substantial sums for these rights, and FIFA must ensure that there are no free riders who benefit from the reach without paying for those rights.”Tape apparently ranks among FIFA’s most important tools when it comes to sponsor protection
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