03 06 communication u3b

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
do 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 1 - Communication

Photocopiable © Ediciones Santillana S.A. / Richmond 2011

Advertising in the World Cup


Module

3B
Activities
1Read 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

2Complete 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.
cShops
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.

3Read the text and find synonyms for these words.
a trademarks:
b supporters:
ccontest:

d merchandise:
e advertise:

4Discuss the following questions in pairs. Then share your ideas with the class.
Why do companies invest so much money in the World Cup? What advantages
do official brands have?

5In 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 1 - Communication

Photocopiable © Ediciones Santillana S.A. / Richmond 2011

Inside