FIFA Brand Protection · 2020. 5. 22. · FIFA Philatelic Programme: background 2004/2005: FIFA...

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FIFA Brand Protection World Association for the Development of Philately Annual Meeting St. Petersburg June 7, 2018

Transcript of FIFA Brand Protection · 2020. 5. 22. · FIFA Philatelic Programme: background 2004/2005: FIFA...

Page 1: FIFA Brand Protection · 2020. 5. 22. · FIFA Philatelic Programme: background 2004/2005: FIFA Centennial philatelic programme. Usage of the FIFA assets for «free» 2006 FIFA World

FIFA Brand Protection

World Association for the Development

of Philately – Annual Meeting St. Petersburg

June 7, 2018

Page 2: FIFA Brand Protection · 2020. 5. 22. · FIFA Philatelic Programme: background 2004/2005: FIFA Centennial philatelic programme. Usage of the FIFA assets for «free» 2006 FIFA World

Agenda

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1. FIFA Philatelic – Programme Background

2. FIFA Brand Protection Introduction & Setup

FIFA Brand Protection

FIFA Intellectual Property for the 2018 FWC Russia

FIFA Brand Protection Approach

3. Reporting Infringement to FIFA

4. Recent Cases and Statistics

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FIFA Philatelic

Programme -

Background

Page 4: FIFA Brand Protection · 2020. 5. 22. · FIFA Philatelic Programme: background 2004/2005: FIFA Centennial philatelic programme. Usage of the FIFA assets for «free» 2006 FIFA World

FIFA Philatelic Programme: background

2004/2005: FIFA Centennial philatelic programme.

Usage of the FIFA assets for «free»

2006 FIFA World Cup GermanyTM: Philatelic programme which continued the momentum of

the Centennial programme

2010 FIFA World Cup South AfricaTM: Duplication of the previous model

2014 FIFA World Cup BrazilTM: New business model implemented. Host country

program and an international program managed by Bolaffi

2018 FIFA World Cup RussiaTM: Host country program and an international program

managed by Bolaffi

Lis- October 2017

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Lis- October 2017 5

2010 FIFA World Cup South AfricaTM

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Lis- October 2017 6

2014 FIFA World Cup BrazilTM

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Lis- October 2017 7

2018 FIFA World Cup RussiaTM

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Introduction to

FIFA

Brand Protection

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Why does FIFA engage in Brand Protection

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PROTECTValue andIntegrity ofthe Brand

Rights ofSponsors

andLicensees

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What is the focus of Brand Protection

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INFRINGING ACTIVITY

IP Infringements

AmbushMarketing

Counterfeits

UnauthorizedTicket Sales / Promotions

On-Site EnforcementProgramme

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IP Infringement

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Use of FIFA’s trademarks, copyrights and designs

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Counterfeit Products

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Unauthorized Ticket Sales

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Presentation Title

Brand Protection Team

Daniel Zohny

Head of IP

Anna Toledo

Legal CounselBRP

(Americas, Middle East, BL cases)

Emma Vaso

Senior Manager BRP

(Asia, Europe, Oceania)

Jana Poldauf

Case Manager BRP

(Africa, internetmonitoring)

Alexandra Ryabchikova

Case Manager BRP (Russia and

CU)

Alexey Shvetsov

Legal CounselBRP (Russia and

CU)

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FIFA

Intellectual Property

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FIFA Intellectual Property

Чм 2018

FIFA World Cup

RUSSIA

2018Россия 2018

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2018 FIFA World Cup™ Marks

Official Emblem Official Logotype Official Look

Official Trophy Official pattern Official Licensed Product Logo

Official Mascot Official Poster Additional Graphic Elements

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FIFA Intellectual Property

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FIFA owns all copyrights in the visual brand assets

Extensive trademark protection via registrations around the world

Overall portfolio approx. 12000 registration spanning countries

2018 FIFA World Cup brand main assets such as Official Emblem and Official

Mascot registered in over 100 countries

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How FIFA

approaches

Brand Protection

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Communication - Awareness / Educational

measures

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From experience a large number of infringments are the result of lack of knowledge of

restrictions

Provide informational and educational Material

fifa.com/brandprotection - Public Guidelines for Use of FIFA’s official Marks update

Russia: Regular meetings National Rights Protection Committe incl. all governmental

stakeholders - Regular Customs and Police trainings

Presentations at industry conferences and seminars / articles in trade publications

Cooperation with trade associations and consumer protection agencies

Pre-emptive letters to select competitors as provided by Sponsors and Licensees

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Awareness campaign – Public Guidelines

Updated March 2018

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www.fas.gov.ru (Russian Federal Antimonopoly Service website information section on

FIFA commercial rights and protection)

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Surveillance

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Monitoring Marketplace for Infringements / Violations

Worldwide trademark watching service

Worldwide customs surveillance

Internet monitoring service for commercial websites, online marketplaces and social media

Reporting of cases by Commercial Affiliates, LOC, Host Cities / BPR Coordinators, Authorities,

external counsel network

On-site BRP patrols during events

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Customs Information

• Registration of trademarks with customs

authorities in key countries

• Customs trainings

• Information packets for product

authentication

• Including information on FIFA licensees

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Enforcement

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Main goal is to stop infringing activity as quickly as possible

FIFA BRP receives Infrigement Notification

FIFA BRP Team assesses detected infringement/violation

FIFA BRP Team decides on approriate action, e.g.

In-house approach

Reach out to contacts at infringer

«Friendly» letter/communication

Stronger worded Cease and Desist letter

Online / Social Media Takedown requests

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Enforcement

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External counsel approach

Global network of counsel – local representation in all relevant countries

Legal Opinion

Cease and desist letters

Formal legal proceedings, e.g. litigation

Local counsel close cooperation with enforcement authorities

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Enforcement Online

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Enforcement – Social Media

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Take Down Mechanisms

Direct contact for FIFA-related cases for escalation purposes

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Reporting

Infringements

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Contact

FIFA

Brand Protection

Team

[email protected]

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Recent Cases

and

Statistics

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Online Enforcement

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Monitor and enforce against

Websites

Online Marketplaces / auction sites

Social Media

Statistics

February – December 2017

Domains sucessfully enforced against: 114 incl. 74 ticketing websites

Reported online marketplace listings: 12.735; total value of the goods € 559.463,6

Social Media profiles and posts successfully enforced: 206

January – mid-March 2018

Domains sucessfully enforced against: 32 incl. 19 ticketing websites

Reported online marketplace listings: 8.120; total value of the goods € 600.327,15

Social Media profiles and posts successfully enforced: 66

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Pointer Brand Protection – Online marketplaces

statistics January 2018 to date

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Most Damaging Platforms Reported Products Per Category

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Counterfeits

Russia

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2018 FIFA World Cup –Philatelic

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Philatelic

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Russia – Typical Counterfeits

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Russia – Typical Counterfeits

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Russia – Typical Counterfeits

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Russia – Typical Counterfeits

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Russia – Typical Counterfeits

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Russia – Typical Counterfeits

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Counterfeits – Not so typical

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Counterfeits

Rest of the world

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Rest of World - Examples of Counterfeits

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Online Enforcement

Page 47: FIFA Brand Protection · 2020. 5. 22. · FIFA Philatelic Programme: background 2004/2005: FIFA Centennial philatelic programme. Usage of the FIFA assets for «free» 2006 FIFA World

Online Marketplaces –

Examples of Reported Counterfeit Products

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Online Marketplaces –

Examples of Reported Counterfeit Products

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Questions?

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