FIFA does it again …

5 comments

Posted on 19th March 2010 by Tony in Random

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When I see anything to do with marketing in the press I pay attention … mainly because marketing is my bread-and-butter. It’s yours too, if you haven’t figured that out yet.

FIFA is coming to South Africa in a few short weeks and the country is getting ready. Of course there are the opportunists out there who have hiked up their prices for ridiculous reasons. British Airways (my favourite airline) has more than tripled it’s rates during the World Cup.

And so, as a challenge, Kulula.com had been marketing itself as an airline that won’t abuse the situation. Of course, they had to be very careful about how they market themselves because FIFA has very strict rules for marketing (even for people who have nothing to do with the World Cup).

According to IOL.CO.ZA Kulula.com was forced to withdraw it’s advertising campaign for the use of words like “South Africa” and depicting a Vuvuzela and the Cape Town stadium.

Personally I find it distasteful that anyone can tell me how to market my business. As long as it’s ethical, moral and legal … I should be allowed to do it. What pains me is that FIFA has forced our democratically elected government to pass laws making kulula.com’s marketing illegal.

It smacks of thuggery. FIFA isn’t a World Sports Body … it’s now moved into the realm of Mafia-stype business.

What are your thoughts?

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5 Comments
  1. Justin McCall says:

    Yeah, I am absolutely appalled at this. – http://twitpic.com/19hwa3

    19th March 2010 at 11:29 am

  2. Tony says:

    Hi Justin

    Thanks for the comment. Yup, absolutely appalling … I know we “signed up” for restrictions as a country, but I hope someone sits back and notices what we’re giving up!

    19th March 2010 at 3:44 pm

  3. Jeremy G says:

    uhm FIFA is a world sports body — they govern ALL of soccer over the whole world?

    19th March 2010 at 5:13 pm

  4. Tony says:

    Jeremy, I believe a world-sports-body should do what it does to promote the sport and love of the game … as an NGO it’s appalling that it’s going around bragging that it’s hit $1billion turnover this year. That’s a little scary considering that the vast majority of tickets have come from South Africans.

    International turnout is low because of (a) the recession and (b) the long-haul flights …

    They’re acting like the mafia here … and it’s protection racketeering …

    19th March 2010 at 5:11 pm

  5. Gareth says:

    Hi Tony,

    Well, the world cup will proceed and many South African WC “opportunists” will undoubtedly be kicking themselves for allowing FIFA bullies to regulate and dictate the event.

    Boasting a turnover that high (similar to some countries GDP) does not give them the right to interfere with any business… I say screw em! I thought that we were supposed to be benefiting from the WC2010!?

    Hold on a moment – I smell an arms deal – someone is getting paid, could malema’s parties be funded by FIFA?

    19th March 2010 at 11:37 pm

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