Module 3B Be a Sport! 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 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 English Toolkit - Communication Photocopiable © Ediciones Santillana S.A / Richmond 2011 Advertising in the World Cup Module 3B Activities 1 Read the text and complete the table with the correct information What can you find outside and inside the stadium? patrols – fans wearing sport shirts with different sponsorships – ornaments without trade names official brochures – advertising boards around the field – restricted commercial area Stadium Outside 2 Complete the sentences with must or mustn’t 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 3 Read the text and find synonyms for these words a trademarks: b supporters: c contest: d merchandise: e advertise: 4 Discuss the following questions in pairs Then share your ideas with the class Why companies invest so much money in the World Cup? What advantages official brands have? 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 English Toolkit - Communication Photocopiable © Ediciones Santillana S.A / Richmond 2011 Inside