 With the Rugby World Cup upon us, the temptation to use the economic momentum generated by the event to promote our businesses is getting strong. After all, why not? It is our tax dollars financing it in the first place, and the only reason why a country would host such an expensive venue is to boost its economy. In short, if New Zealand businesses aren't going to benefit, why did we bother to start with?
Although there are many ways to make your business profit from the World Cup (Profits inSight November 2010), you should be aware of the boundaries jealously guarded by Rugby World Cup Ltd (RWCL) which hold exclusive rights to the logos, and even some words and expressions associated with the event.
Winesale, an online spirits merchant found out the hard way that RWCL were being quite vigilant. A page on their website asked: 'Rugby World Cup imminent, have you tried our beer?'
Because the beer in question was not Heineken and the words 'Rugby World Cup' have been trademarked, the company instantly faced a $150,000 fine under the 2007 Major Events Management Act. Fortunately, the company got away with a warning but the owner was less than happy, declaring that RWCL was preventing the fever from building up. It's a bit like people were not even allowed to talk about it, he said.
You may agree with him or not. In any case, you'll have to be prudent if you want to use the event to promote your business in one way or another. Here are a few dos and dont's:
- Don't: Use a protected term (such as Rugby World Cup, World Cup 2011, RWC, World in Union, Rugby New Zealand 2011, Total Rugby, Webb Ellis Cup and IRB)
 or emblem (like one of the official logos) in any publication, on a website or within promotional material, including shop windows.
- Do: You can still say 'The Cup' and use general rugby images (as long as you respect copyright laws of course). You can also gain authorisation if you wish to do so, although of course it will cost you.
- Don't: As a bar or restaurant, advertise without authorisation that you are broadcasting games, even if you mention that it's unofficial.
- Do: Get authorisation from RWCL to do so. I know, it seems totally preposterous but hey, that's the law.
- Don't: Use Rugby World Cup tickets as prizes in fundraising or competitions.
- Do: Get authorisation if you wish to do so, or offer something that is world cup or rugby related (like a free breakfast to all ticket holders for example, but beware of your wording)
Tip: News services can use protected terms, but advertorials may not.
It's not just your marketing that may be affected by the event, the business repercussions will reach further. Because the World Cup is expected to generate over $500 million in additional GNP, and since we don't want those new customers to leave the country with a bad impression, the usual watchdogs are going to be even more active than usual. If you're not sure whether you're doing things right and opening yourself to liability, check out this information nicely put together by the Fair Trade Commission:
http://www.comcom.govt.nz/your-business-and-the-rugby-world-cup-2011/
 Employment is also going to be affected. Whether or not you need extra staff to cover for the event, or you don't know how to deal with sudden absenteism, Hospitality NZ has put together a page with some rules that apply to just about any business:
http://www.hospitalitynz.org.nz/Media.html?cid=2934
Even with the event underway, you could still have a chance at making business out of it. Here are a few avenues to look at, courtesy of the government:
http://www.business.govt.nz/growing/new-markets-and-customers/making-the-most-of-the-rugby-world-cup
Last but not least, because it's not all work-work-work, you know, why not treat yourself and your valued customers to a truly unique hospitality experience. It all starts here:
http://www.rugbyworldcup.com/destinationnewzealand/news/newsid=2039866.html
Enjoy the games and may the better team win!
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