Business to benefit from World Cup, but must follow rules

Rotorua businesses are encouraged to get behind the Rugby World Cup, but they should not use those three words to do it.
Local business owners attended a presentation on advertising and the Rugby World Cup at the Rotorua Convention Centre on Tuesday. The key message was to support the event with bunting, window displays and creating a great atmosphere, but not to suggest any official affiliation with the tournament.
Rugby New Zealand 2011 rights-protection manager Carol Harris said the best way to achieve that was to avoid the words "Rugby World Cup".
Harris talked about "ambush marketing" in which non-sponsors hijacked major international events for their own gain, without contributing to the event.
"Sponsors have invested a lot of money in the tournament and we have to offer some protection of their rights," Harris said.
The main issues were with unauthorised companies linking themselves to the event or putting up advertisements in places likely to be filmed and photographed by media covering the event or seen by those attending.
Examples included a South African airline advertising itself as "the unofficial national airline of the you know what" during last year's Fifa World Cup and a huge sign erected on a neighbouring property directly behind the first tee of a major golf tournament.
As part of the bid to host games locally, the Rotorua District Council committed to creating "clean-zones" around the venue to avoid such situations. Regulatory services manager Jim Nicklin said he hoped that could be managed through discussion rather than enforcement.
The rules would not affect existing signs in the clean areas, but new signs could not be put up to capitalise on game crowds and TV cameras. "We don't see any problems for people who are just going about their usual business."
But he did warn business owners intending to extend beyond their normal premises and operating conditions to check whether that would require a special licence. No such applications had been received so far and he said anybody intending to make one should do so soon.
Ministry for Economic Development senior solicitor Steven Condie suggested anyone unsure about what they could legally use to make the most of business opportunities arising from the tournament should see the Major Events Management Act guide at www.nz2011.govt.nz
"This is a huge opportunity for businesses to make a shedload of bucks from the Rugby World Cup and the visitors coming here. But everybody needs to know rules are in place to protect the businesses that have invested in the Rugby World Cup."
If New Zealand could prove it was a good place to host the Cup, he said it would bring more events to New Zealand to benefit everybody.
Condie suggested businesses keen to tap into fans could advertise using team names or the word "rugby" on its own or mention individual games, without using the protected combinations of Rugby World Cup 2011 or its logo.
"Everybody will know what you are talking about, without you having to actually say it."