On the eighth June 2021, the Portuguese Soccer Federation (FPF) issued an announcement to flag conditions of abusive use of the Nationwide Soccer Group´s model in a communication marketing campaign promoted by a whiskey model. Moreover relating the presence of Portugal within the European Championship 2020, it’s acknowledged that the industrial communication at problem is related to sports activities betting or forecasting, practices which FPF totally repudiates.
FPF additional acknowledged that it’s going to take all essential measures to stop the Nationwide crew’s trademark from getting used improperly by those that would not have the proper to take action.
Following this occasion, the FPF and the Promoting Self-Regulation entity (ARP) took the chance to warning professionals of the sector to the risks of ambush advertising concerning the European Soccer Championship 2020. These entities recalled that any industrial exercise associated to the competitors is solely reserved to UEFA and its industrial companions who’ve signed an settlement for this objective.
In flip, Primedrinks, the corporate accountable for the distribution and provide of the model of whisky reportedly in query, argued that the industrial communication object of criticism complies with all of the authorized guidelines and ideas relevant to promoting.
In Portugal, there may be nonetheless no particular laws which outlaws ambush advertising per se, though some particular guidelines had been introduced into power to stop unauthorized industrial affiliation with main sport occasions, as was the case with the ultimate stage of the European Soccer Championship of 2004 (Euro 2004) (Decree-Regulation 86/2004 of April 17) and (the the European Underneath–21 Event 2006 (Decree-Regulation 84-A/2006 of Could 19).
However, given the absence of regulation on this matter, the place occasion organizers and their official sponsors have felt aggrieved by the ambushing of occasions by third events, they’ve usually sought redress by extra conventional types of mental property safety, equivalent to commerce mark infringement, unfair competitors, copyright infringement and breach of contract.