Knowing me, knowing you... we are all excited about the fact that football may be coming home, with the measure of that excitement being the extraordinary number of creative #cominghome memes taking over social media.
But as World Cup 2018 continues and public expectation over English success in Samara this weekend and beyond rises almost exponentially, it may be all too easy for businesses to be swept away with that wave of emotion too. However, advertising and marketing teams should continue to take care not to get caught offside with ambush marketing and trade mark infringement. Our article below provides the pre-match analysis and best tactics to avoid the S.O.S. call in Russia this year. Get your advertising right and the winner takes it all.
In the Freeths IP & Media team we understand that a legal position doesn't exist in a vacuum. We cover the full pitch and have the winning formation to guide you through your World Cup (ad)ventures.
So what can you do? The key is to be smart in your advertising. If there is only a minor allusion or wave to the event, the risk of legal consequences will be much lower. In the context of this World Cup in Russia, this might be the use of generic references to football themes, or to Russian culture or that of another participating nation. Use of these elements alone is unlikely to be problematic.