Trademarks Rule the Football World

by T+B Blog Team on July 14, 2014

The 2014 World Cup ended with a thrilling German-Argentinian match-up, but there was also a lot of excitement surrounding the trademarks and brands seen during the competition. Let’s take a look at some of the interesting facts and figures that created a buzz in the world of brands, as revealed in a new infographic compiled by Corsearch.

The World Cup is watched by millions of fans around the world, which gives brands a huge opportunity to capitalize on the event’s popularity and boost their own user engagement levels. This year, brands poured an impressive $1.4 billion into World Cup sponsorships—that’s approximately $46 million per day. This amount was generated from approximately 20 companies that acted as official sponsors.

Coca-Cola, for instance, a long-time sponsor of FIFA, provided around five million beverages for the games. Automaker Hyundai, meanwhile, pledged to deliver 1,400 vehicles to be used as official tournament transportation for FIFA officials and national teams in the 12 host cities. Overall, around 90% of FIFA’s total income comes from activities related to the World Cup.

FIFA owns 10,000 football-related trademarks and holds rights to 130 registered community designs. The “FIFA World Cup Brazil” slogan is a registered trademark in 13 countries. The organization also owns the trademark rights to other slogans, such as “Brazil 2014” and “Copa 2014.”

FIFA was also involved in the selection of the official emblem of the World Cup, teaming up with the Brazil organizing committee and inviting 25 local agencies to submit their design ideas. The winner was a design called “Inspiration” submitted by Brazilian agency Africa, which became the official logo for the competition.

And finally, the trophy awarded to the winner of the World Cup is another part of FIFA’s intellectual property and enjoys an average recognition rate of 83% in seven key global markets—considerably more than any other sporting trophy. In Brazil alone, the trophy is recognized by 99% of the population.

Which team were you routing for?

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