TWO HUNDRED advertising and promotional agencies around the globe have received warning letters from the organisers of soccer’s World Cup 98
. These were mailed under the joint aegis of International Sports & Leisure
(FIFA’s marketing agents) and the French committee responsible for organising the competition, Comité Français d’Organisation
. The move is an attempt to foil the guerrilla marketing tactics used so successfully by Nike during the Atlanta Olympics, and protect the interests of the event’s twelve official sponsors - Adidas, Budweiser, Canon, Coca-Cola, Fuji Film, Gillette, JVC, MasterCard, McDonald’s, Opel, Philips and Mars. The letter warns that a specialist French legal team [recruited on the Marseilles waterfront?] will take action anywhere in the world against unauthorised use of World Cup branding, logos or mascots.