$75 Million Per World Cup Sponsor

“When Brazil hosts the World Cup later this year, it will be like having the Super Bowl every day for an entire month,” AdAge reported earlier this year, with eight marketers set to pay a combined total of $600 million for a TV presence built around the soccer games and related coverage. That high price point for the most popular sporting event in the world also comes with some international red tape. Brands looking to capitalize on event site advertising opportunities must cut a deal directly with Fédération Internationale de Football Association (FIFA), the World Cup’s organizing body.

Brands Beware

Marketers have long known that associating with major sporting events helps their brand stand out to the consumer’s eye. But both FIFA and the International Olympic Committee (IOC) requires countries who bid for the 2014 World Cup or 2016 Olympics to pass specific laws designed to protect the intellectual property rights of both organizations. Fashion companies who do not pay the expensive sponsorship fees still must perform extensive due diligence to navigate all of the new laws that have been put in place.

How to Navigate FIFA & IOC’s Extra IP Protection

In this episode of Fashion CounselAnthony Lupo talks with Intellectual Property partner Cristina Carvalho about legal concerns fashion brands should consider when developing advertising campaigns around the 2014 FIFA World Cup Brazil and the Rio 2016 Olympic Games.

Click here to view the video.

Fashion Counsel is Arent Fox’s online resource for legal news, analysis, and event information. It offers new video features monthly addressing topics and issues of interest to the fashion industry including designers, retailers, and manufacturers of luxury goods.

About the Fashion, Luxury Goods & Retail Group 

Arent Fox tailors counsel to meet the daily needs of fashion and luxury-brand companies. Comprised of 28 seasoned attorneys who represent the world’s top high-end manufacturers and retailers, the Fashion practice serves as outside general counsel and regulatory and retail counsel to internationally known brands.