With just five weeks to go until the World Cup, bars in Toronto are going to need some creative solutions to navigate FIFA’s tough branding regulations.
The international soccer organization prohibits unauthorized businesses from using their logos, slogans, or phrases for commercial purposes, and those who violate these rules could face significant fines.
“Having to use phrases like ‘World Soccer Event’ instead of saying World Cup just seems pointless and absurd,” says Graham Hnatiw, co-owner of Scotland Yard Pub, in an interview with City News.
“I don’t get the reasoning behind it. We’re not trying to profit from it. They want as many people as possible to watch the games, and more venues showing them benefits everyone. I don’t see how simply mentioning the word is harmful.”
This has become a real challenge for Toronto’s bars and restaurants that want patrons to know they can come watch those big matches. However, if you mention certain words on your chalkboard or even online, you risk drawing attention from FIFA’s enforcement team instead of customers.
“It’s ridiculous that many bars and restaurants will end up acting like speakeasies by using coded language to suggest there might be some soccer games happening in Toronto just to attract customers for beer and viewing,” said Councillor Josh Matlow.
Even more concerning for some city officials is that FIFA’s enforcement agents will actually be local bylaw officers.
“It’s really unfortunate that the City of Toronto agreed to enforce such strict rules,” Matlow added. “I’m not even sure if I can say World Cup during this interview.”
FIFA takes its intellectual property rights seriously, something businesses in Toronto have already found out the hard way.
Cafe Diplomatico on College Street faced issues back in 2006 when they went all out for an Italy semifinal match.
“I put TVs on the patio, printed schedules, created placemats, billboards, radio ads – we did everything we could,” explained owner Rocco Mastrangelo.
“I received a notice demanding I cease and desist because I had infringed on copyright. It was mainly due to conflicting sponsors; you’ve got to respect that since companies like Labatt’s were paying a lot.”
The “Earth Chalice” kicks off on June 12th. If you’re planning to catch some of that soccer tournament action, it’s wise to make your reservations soon since bars around the city are likely going to fill up quickly.
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