Portuguese Football Federation and Promoting Self-Regulation Entity Cautions Versus Ambush Advertising and marketing Through Euro 2020

On the 8th June 2021, the Portuguese Football Federation (FPF) issued a assertion to flag situations of abusive use of the Countrywide Soccer Team´s brand in a interaction marketing campaign promoted by a whiskey manufacturer. Moreover relating the existence of Portugal in the European Championship 2020, it is stated that the commercial interaction at difficulty is involved with sporting activities betting or forecasting, tactics which FPF thoroughly repudiates.

FPF further mentioned that it will choose all required actions to reduce the Nationwide team’s trademark from currently being made use of improperly by these who do not have the proper to do so.

Next this celebration, the FPF and the Promotion Self-Regulation entity (ARP) took the opportunity to caution gurus of the sector to the potential risks of ambush internet marketing pertaining to the European Soccer Championship 2020. Those entities recalled that any business exercise similar to the level of competition is solely reserved to UEFA and its commercial partners who have signed an settlement for this goal.

In convert, Primedrinks, the corporation liable for the distribution and offer of the manufacturer of whisky reportedly in issue, argued that the business interaction item of criticism complies with all the legal regulations and ideas relevant to promotion.

In Portugal, there is nonetheless no precise laws which outlaws ambush marketing and advertising per se, even though some particular policies were being introduced into pressure to reduce unauthorized industrial affiliation with significant activity occasions, as was the scenario with the ultimate phase of the European Football Championship of 2004 (Euro 2004) (Decree-Legislation 86/2004 of April 17) and (the the European Under–21 Match 2006 (Decree-Legislation 84-A/2006 of May 19).

Notwithstanding, specified the absence of regulation on this make any difference, where by event organizers and their formal sponsors have felt aggrieved by the ambushing of activities by 3rd events, they have generally sought redress by means of much more classic types of mental house security, this sort of as trade mark infringement, unfair opposition, copyright infringement and breach of deal.