Showing posts with label FIFA. Show all posts
Showing posts with label FIFA. Show all posts

Tuesday, 17 June 2025

Afro Leo

Sport, brands, success and South Africa


Fifteen years ago, to the month, South Africa hosted the FIFA World Cup Football tournament which also sparked a great deal of commentary on this blog on a number of intellectual property issues. 
Branding, sponsorships, counterfeiting, changes to legislation and the "World Cup effect" created by its spotlight on South Africa (and Africa generally) all became talking points, a much-needed boost for our economies and exposure for IP issues. 

Indeed, on a personal level, within hours of this blog post - The [arrest? of the] Beautiful [at the] Game, I became immersed in negotiations between FIFA, Bavaria and the girls who were arrested for alleged ambush marketing. The circumstances of that incident are such that it is still widely noted as a seminal moment not only of that World Cup, where it stole headlines for a week, but also for discussion on what best practice is for ambush marketing concerns, the brilliance of marketers and also how to deal with ambush marketing effectively... or not. For me it meant missing a few games of football but gaining insights unlikely to be repeated in my lifetime.  

Another topic that came to the fore was the use of national flags and state emblems and the legitimacy of it all. This post "Flagitis" became rather popular even though its conclusions were inconclusive and revealed the confusion surrounding permissions for use of national flags for promoting business. Fast forward on that topic and suddenly, in 2025, we have seen a number of notices in the national gazette permitting the use of the flag by a variety of different organisations in South Africa. People have obviously found the Minister to talk to and are bugging him regularly!

The examples are illustrated in the pic and were requested by organisations as diverse as the South African Revenue Service (the tax guys), Big 5 Cookware (as it says on the tin), Olive or Twist (campaign creators) and SA Greetings (gifts and accessories). A typical notice will read: 




National pride was again on display this weekend with South Africa cricketers winning, against most betting odds, the ICC World Test Championship. This is against a backdrop of South Africa becoming Rugby World Cup winners in 2024 in remarkably close and challenging circumstances, and recent global wins for athletics, surfing and UFC. It's no surprise therefore that local marketers wish to latch onto national emblems in the interest of their organisation's success and the South African public obviously oblige. 

It's not all roses (or rather, proteas) though; South Africa football jerseys are the slowest off the shelves based on their lacklustre performances and brand South Africa got somewhat "trumpled" in the White House recently. Tellingly, in RSA's arsenal on that occasion in May was none other than two RSA golfing stars and a 14kg book, not on development economics, but on, you guessed it, South African golf courses. Yes, golf is a possible way to Trump's heart but it's really a reflection of a national brand that is steeped so much in sport. Not just sport mind you, but success in sport. 

Darren Olivier
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Wednesday, 2 June 2010

Afro Ng'ombe

INTA 2010: Africa Panel Report

Afro-Leo kings Jeremy Phillips and Darren Olivier participated in the Africa Update panel at this year’s International Trademark Association Annual Meeting (INTA). Along with John Syekei of Kenya, Natalia Pereira of ARIPO and Christian Dudieu Djomga of OAPI, they gave an overview of the past year’s trademark law happenings in Africa.

South Africa Report

Darren discussed top trademark highlights for South Africa, important cases and developments in national legislation.

Trademark Highlights

As most people might guess, the biggest trademark issues in South Africa at this time stem from FIFA’s World Cup 2010. [Afro-IP posts about IP issues related to the World Cup, here.] FIFA has managed to fight the two common types of unlawful behavior, Intrusion and Ambush Marketing.

Intrusion refers to non-sponsoring companies advertising in areas where official sponsors would need to pay a lot of money to advertise. To combat this, FIFA has established controlled access sites that should limit adverts to only those by paid sponsors.

In order to prevent ambush marketing, FIFA has managed to get South Africa to pass specific legislation against the practice in the Merchandise Marks Act, the Trade Practices Act and others. There is lots of controversy surrounding this legislation, but FIFA only needs the legislation to last for the duration of the World Cup games, and it will. Darren predicted that the real result of FIFA’s approaches to intrusion and ambush marketing will be more creative marketing.

Top Cases

South Africa’s Supreme Court of Appeal, the highest commercial court in the country, heard four trademark cases in the past year. There was also an important case in a lower court. This is a very high amount of trademark cases and shows a healthy state of affairs for trademarks in South Africa. However, Darren pointed out one slight caveat, of the four Supreme Court of Appeal cases, three were overturned. So while the value of trademarks in South Africa is evident, it appears the law is not yet clear.

The four Supreme Court of Appeal cases and the one lower court case have all been previously reported on by Afro-Leo. Here is the list of cases and links to their posts:

On-line Lottery Services (Pty) Ltd v. National Lotteries Board – on Generic Marks

Puma AG Rudolf Dassler Sport v. Global Warming (Pty) Limited – on Copycat brands (Follow-up on copycat businesses)

Century City Property Services CC and Another v. Century City Property Owners Association – on geographical names in marks (Lower court decision report)

A&D Spitz (Pty) Limited v. Turbek Trading CC – announcement of Appeal decision, lower court decision discussion

Oilwell (Pty) Limited v. Protec International and Others – on trademark assignments

Legislation

Two forthcoming legislative developments highlighted by Darren were the Consumer Protection Act, expected to come into force later this year, and the discussion on Traditional Knowledge legislation. The Consumer Protection Act will be a boon to South African attorneys as it will likely require anyone with licensing relationships into South Africa to seek advice to ensure the agreements comply with local law. As usual, the subject of Traditional Knowledge protection is very controversial and its relation to the existing intellectual property law framework is unclear.

East Africa Report

John covered legislation changes, reported on registry statuses and domain name protection, and highlighted key cases for the countries of Kenya, Uganda and Tanzania in the East Africa region.

John stressed the many reasons East Africa is becoming a great place for investment and company development: large involvement by stakeholders stakeholders in intellectual property law development in East Africa, good relationships with WIPO and accessible trademark databases.

Legislation

Kenya: Intellectual property related legislation in Kenya includes a new constitution, a geographical indication bill, regulations for existing legislation and a competition bill.

The proposed constitution for Kenya includes intellectual property rights, giving them constitutional protection. Referendum on the proposed constitution will take place on 6 August 2010. Regulations to put the 2008 Anti-Counterfeit Bill into effect are expected soon. The draft GI Bill and Competition Bill are pending. There are also proposed changes to the Industrial Property Act aimed at making it easier to enforce rights.

Jeremy, as moderator, added that there is a study on IP and Tanzania that will be forthcoming for readers of this blog.

Uganda: Two new bills and some new regulations, all aimed at enforcement of IP rights, are expected to increase IP security in Uganda this year. The Trademarks Bill 2008 is now pending before parliament. It will introduce an electronic register for trademarks and will make pre-filing searches mandatory. Under the Trademarks Bill, East Africa companies will be exempt from security deposits when filing for opposition proceedings. The purpose of this exemption is to encourage the growth of local companies.

The Anti-Counterfeit Bill is part of the planned region-wide Anti-Counterfeit legislation. Another step towards fighting counterfeit goods comes from the already passed Merchandise Marks Act. Regulations for this Act are also in effect; they bar counterfeit goods in the region and provide powers to the Chief Inspector and others to enforce IP rights.

Registries and Domain Name Protection

John commented on the amazing quickness of the Uganda, Tanzania and Kenya registries. He also reminded the audience that Kenya is a first to file country. Kenya also has a robust domain name protection agency.

Top Cases

Kenya: Patricia Asero Ochieng’, Maurine Atieno and Joseph Munyi v. The Republic – on the Anti-Counterfeit Bill and generic HIV medicines

Glaxo Group Limited v. Syner-Med Pharmaceuticals – on phonetic confusion of marks

Uganda: Angol Fabrics (Bolton) Ltd. & Another v. Africa Queen Ltd. & Another – on passing off

Rwanda

Via a question from the audience, the session also provided a bit of information about progress in Rwanda. William Maema, of Kenya, was able to report from the audience that Rwanda has passed a new IP law embracing all IP types. The law is available in French, English and Kirawanda. William added that Rwanda is one of the most efficient counties for trademark registrations.

ARIPO

Natalia discussed the history of ARIPO’s Banjul Protocol, establishing a procedure for registering in all participating ARIPO countries with one registration. She highlighted the benefits of the Banjul Protocol and acknowledged the process’ pitfalls.

Banjul Background

The Banjul Protocol was developed in 1997. The member countries are: Botswana, Lesotho, Liberia, Malawi, Namibia, Swaziland, Uganda, Zimbabwe and Tanzania minus Zanzibar.

Benefits

The purpose of the Protocol is to simplify trademark registration in ARIPO member states. One registration will ARIPO registers the respective trademark in all Banjul Protocol member countries. ARIPO’s formalities and substantive examinations are of high quality.

Pitfalls

Since inception of the Protocol in 1997, ARIPO has handled only 764 registrations. Compare this to the 12,000+ registrations done by OAPI in the past 6 years, and you can see that the Banjul Protocol is not widely successful. Natalia highlighted three suspected reasons for this: legal systems of members, discrepancies in national trademark law, and fees.

As the Anglo-phone African intellectual property organization, most of ARIPO’s members are former commonwealth countries with their basis in UK law. This means that their legal systems require national legislation ratifying a treaty before the signed treaty is truly effective in the country. Only Botswana and Namibia have recognized ARIPO under their domestic law, making it unclear whether an ARIPO registration is valid in any other Banjul member countries.

Some of the member countries have slightly differing trademark laws. Most markedly, Malawi and Uganda do not recognize service classes. This creates some confusion as to what happens when an ARIPO application includes a service mark and attempts to register in Malawi or Uganda.

Lastly, and most emotionally riling to the room at INTA, is the matter of fees for registering. ARIPO registrations cost less than an individual national legislation. This means an ARIPO registration deprives governments of potential revenue and local attorneys of work. Jeremy, as moderator, took the discussion on the fee discrepancies to remind all those present that as attorneys, the first duty is to the client and to do what is best, including economically best, for the client.

Suggestions to Improve Banjul Registrations

In a sort of chicken or the egg type conundrum, Natalia suggested that the ARIPO registration would be more beneficial to users if more people used it. She also suggested more countries enact domestic law to ratify the ARIPO treaty within their borders.

OAPI

Christian gave some background on OAPI and covered some new national regulations relating to OAPI.

Background

OAPI was created in 1977 and encompasses 16 Franco-phone countries, mostly in West Africa. OAPI has been working to increase sanctions against patent and trademark infringers.

Regulations

Christian explained that a number of countries have enacted new regulations since 2005, leading to an increase in OAPI registration applications. He highlighted, in particular, the proposed amendment in Congo DRC that will strengthen the DRC law no. 82/001 Related to Trademark, Patent and Industrial Design Rights.

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Thursday, 11 February 2010

Darren Olivier

Avoiding the ambush

"The key is not to panic. Remember the burst of gunfire may not be aimed at you."

You can take Jeremy Clarkson's advice on how to avoid an ambush or you can watch this:




ABNDigital talk to Carni van der Walt from Posterscope, Michael Murphy, Director, Bowman Gilfillan and Nunu Ntshinglla, group CEO, Oglivy South Africa about problems faced by advertisers ahead of the upcoming World Cup post Metcash and the Dean v Kelbrick banter on this blog.

Carni explains the difficulties faced by middlemen selling advertising space in sites that risk being proclaimed "controlled access sites" (ed - with just over 100 days to go the indecision by municipalities does make life extremely difficult) . She also explains one way of getting around the Metcash decision. Nunu (ed -whose views were probably softened because her agency represents both sponsors and non sponsors) explains the virtues of using tourist destinations for advertising, and of being creative. Michael (no stranger to these issues - his client took on SAB in the "laugh it off" matter) puts it bluntly "read the by-laws and make sure you understand what they mean".

But don't underestimate these municipalities - just yesterday Debbie Marriott" showed Afro Leo accepted trade mark applications for the "shape and configuration!" of the Durban stadium covering a range of classes claimed in the name of the local municipality. Are these really trade marks? You must be kidding me.
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Monday, 30 November 2009

Darren Olivier

Monday morsels

Two Supreme Court of Appeal (SCA) judgments were handed down in South Africa last week. The High Court decisions in the Turbek KG matter (see Afro-IP report here) and Century City (see Afro-IP report here) have both been overruled by the wise sitting in Bloemfontein. Afro Leo is waiting for them to be published on Saflii so that he can link to them. Both cases involve appeals by close corporations (a type of legal entity created to enhance small business) illustrating affordable access to the SCA (South Africa's highest commercial court). The cases also show the relatively good speed of the appeal process (approximately one year) but, worryingly, that three out of the four recent High Court trade mark decisions taken on appeal to the SCA, have been overturned. The Turbek decision is a success for Nolwazi Gcaba who counselled the appellant.

The latest attempt by a East African legal drafters to find a legal home for the stray, Traditional Knowledge and Culture, under constitutional law has been met with a fair degree of criticism. This report by the Daily Nation entitled "Culture can't be captured in any constitution" makes some interesting observations and suggests, somewhat ironically, that traditional knowledge is better protected under existing intellectual property laws.
(Right: anyone got a home for Tradknow?)

In response to questions from the media regarding Fifa’s Rights Protection Programme, the City of Cape Town has clarified the position of local businesses regarding the commercial exploitation of the 2010 Fifa World Cup Final Draw on 4 December. (Business as usual for local business)

The 4th Kenya International Film Festival held in October was, according to The East African, an impossibly ambitious and imaginative project. However, it reports that film production is growing exponentially in the region and that the agenda included a workshop on intellectual property protection.
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Tuesday, 17 November 2009

Anonymous

A sweet victory

Ferrero four years later
Four years ago, Ferrero successfully defended its confectionery marks against a FIFA attack. Sadly, the judgment came too late for them to market their confectionery during the 2006 FIFA Soccer World Cup. A reference to a new German decision between the same parties on IPKat will be of great interest to Afro-IP readers. Regular readers of the latter blog will recall the Metcash decision, discussed a short while ago, where FIFA successfully prevented Metcash from marketing confectionery referring to soccer and 2010 (see here http://afro-ip.blogspot.com/2009/10/fifa-v-metcash-judgment.html).
The good news from Germany is that the Bundesgerichthof (their Federal Supreme Court) upheld Ferrero’s trade mark registrations for WM (World Cup in German) and 2010 (no details available yet, but presumably in the confectionery class). As yet, the posting refers only to a press release, but maybe attorneys for Metcash will make sure the decision is available in English to readers of Afro-IP in due course? See IPKat here (http://ipkitten.blogspot.com/2009/11/ferrero-v-fifa-in-world-cup-trade-mark.html).
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Tuesday, 13 October 2009

Darren Olivier

Fifa v Metcash - Owen Dean's response

Afro Leo has received the following response to fellow contributor Roshana Kelbrick's post covering the FIFA v Metcash judgment from Dr Owen Dean, in his personal capacity, with a request to post them on this blog:

"I act for FIFA and I have brought a number of claims and cases on their behalf, including the case against Eastwood Tavern. I did not act in the Metcash matter because of a conflict of interest but the arguments and papers used in the Metcash case were derived from, and were substantially similar to, the arguments used in the Metcash matter. My comments should therefore be viewed against this background, but they are made in my personal capacity and not on behalf of FIFA. Apart from any other considerations, Metcash is also a client of our firm and I will thus seek to be objective in making my comments.

I was involved in the drafting of Section 15A of the Merchandise Marks Act and I can thus state with authority that it was not inserted in the Act at the behest of FIFA. Indeed, the Section was first drafted in anticipation of the 1995 Rugby World Cup at the request of the South Africa Rugby authorities. It did not find favour with the powers that be at that stage, possibly because the whole concept of ambush marketing was somewhat new to South Africa at that time. In around 2002, with the Cricket World Cup in the offing, the South African Cricket authorities made a spirited plea to the Government to draft appropriate ambush marketing legislation and the draft that had been prepared in anticipation of the 1995 Rugby World Cup was refashioned slightly to become Section 15A. This Section came into operation shortly before the 2003 Cricket World Cup and that event was declared a protected event under it. When FIFA requested that the football World Cup should be designated a protected event, it was doing no more than relying on existing legislation. To the extent that it was this Section that Roshana had in mind when she claimed that FIFA rewrote national laws at its own convenience and for its own advancement, she is, with respect, incorrect. I am not aware of any other legislation relating to IP protection that FIFA has instigated in South Africa.

As part of its campaign to protect its rights and those of its sponsors in connection with the football World Cup, FIFA commenced at an early stage writing letters of demand to those whom it considered were violating those rights. This was done irrespective of the size of the enterprise that was perpetrating the objectionable conduct. In the early stages, three parties refused to back down and to comply with FIFA’s request. They were Eastwood Tavern, Metcash and Executive African Trading. Consequently, court proceedings were instituted against these three parties. The fact that Eastwood Tavern and Executive African Trading were small entities was purely happenstance and no attempt was made to seek out small parties for special treatment. Metcash, can, of course, not be considered to fall into this category. In the circumstances, it is not, I believe, a fair statement to suggest that FIFA sought out those who cannot afford to litigate as its targets.

While it is true that the effect of the court’s judgment places a limit on Metcash’s use of its trade mark ASTOR in certain circumstances, namely in a manner so as to derive promotional benefit from the football World Cup, Metcash is free to continue using the trade mark in all other circumstances and in conjunction with get-up material not alluding to the football World Cup, perhaps in the same manner that it used it from 2004 up to the time that it changed to the contentious get-up. It is therefore not being deprived of the use of its mark as Roshana seems to sugget.

I do not interpret Section 15A (nor was it intended to be so interpreted) to mean that sub-Section 1(b) imposes an onus on a plaintiff to show that the event is in the public interest and that sufficient opportunities for small businesses have been created in seeking to enforce rights conferred by the Section. In my view, the aforegoing are criteria that the Minister is directed to apply when considering whether or not to grant an event the status of being a “protected event”. If the Minister considers that these criteria have been met, he is entitled to designate the event as a “protected event” and it remains so unconditionally, unless and until the Minister should decide to withdraw the designation. Accordingly, anyone seeking to enforce rights created under Section 15A is not required to establish these points in the litigation.

Legislation along the lines, or having the effect, of Section 15A has become the norm in countries staging events such as a football World Cup. For instances, prior to the Cricket World Cup taking place in the West Indies, most, if not all, of the West Indian states adopted ambush marketing legislation which incorporated our Section 15A, virtually verbatim. New Zealand has adopted similar legislation for the 2011 Rugby World Cup and the United Kingdom has passed special legislation having the same effect which is probably more far reaching than our Section 15A. The simple fact of the matter is that the organisers of major international sporting events like the World Cup and the Olympic Games set adequate ambush marketing legislation as a criterion which bidding companies must meet before they can come into contention to have the events awarded to them. The simple fact of the matter is that if a country wants to host a World Cup or the Olympic Games it will not get to first base unless it has adequate ambush marketing legislation in place. In this regard our Section 15A has become something of an international norm. In the modern world this type of legislation goes with the territory of staging a major sporting event. One can love it or hate it but it is a fact of life.

Owen Dean"


Do you agree with these comments or have any of your own? Please feel free to write in or post them to the comment section.
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