First of all, FIFA has its official trademarks registered so that they are protected from piracy.. In addition to this, there are official brochures that inform local people and visitors
Trang 1Be a Sport!
3 BModule
English Toolkit 1 - Communication
The football World Cup is one of the biggest
sporting events that attracts the attention
of millions of people around the world It
undoubtedly represents a great opportunity
to advertise products and get more clients
But there are restrictions in relation to
advertising since only a few brands can
actually publicise their merchandise in this
international contest
The Fédération Internationale de Football
Association (FIFA) is in charge of regulating
advertising in this global competition
First of all, FIFA has its official trademarks
registered so that they are protected from
piracy During the event, there are patrols
controlling that no one violates FIFA’s
rights In addition to this, there are official
brochures that inform local people and
visitors about the way in which they should
do business For example, advertisers should
not use the logo and official images without
permission Moreover, there is a restricted commercial area around the stadiums in order to facilitate the organisation of the event If there are shops that have regular commercial activities, they are allowed to continue trading but must adopt official safety measures Besides, there should not
be any unauthorised brand name in this controlled area
Official brands have their special place inside stadiums Advertising boards are located around the field so that spectators can get a view of them Also, these boards must not obstruct the fans’ view As regards supporters, there are no regulations concerning the clothes they should wear in the stadium They can use their sport shirts despite its sponsorship However, if they get
an ornament with a trade name outside the arena, they must leave it in the entrance gate Regarding players, many of them have their own sponsorship Nevertheless, they must not advertise any product that belongs
to an unofficial brand in the field
Therefore, a few trademarks have the good fortune to officially sponsor the World Cup and globally promote their products This worldwide competition presents itself as the best way for brands to become superior to their rivals in the market
Advertising in the World Cup
Trang 23 BModule
English Toolkit 1 - Communication
4 Discuss the following questions in pairs Then share your ideas with the class
Why do companies invest so much money in the World Cup? What advantages
do official brands have?
3 Read the text and find synonyms for these words.
Activities
1 Read the text and complete the table with the correct information
What can you find outside and inside the stadium?
a Players promote any product that belongs to an
unofficial brand in the field
b Spectators leave decorations with unauthorised
trademarks in the stadium’s entrance gate
c Shops use the official logo without permission
d There _ be unauthorised brand names in the
controlled area
e Only official trademarks appear in the advertising
boards around the football pitch
a trademarks:
b supporters:
c contest:
d merchandise:
e advertise:
5 In pairs, write a leaflet with the rules for advertising in the World Cup Include
the information from the text and invent your own rules too Remember to use
must / mustn’t You can also include pictures illustrating the rules
Stadium
patrols – fans wearing sport shirts with different sponsorships – ornaments without trade names
official brochures – advertising boards around the field – restricted commercial area
2 Complete the sentences with must or mustn’t.
Inside Outside