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Intellectual rights for the 2010 Fifa World Cup should not deter poor East London business operators from reaping economic benefits , Eastern Cape MEC for Economic Affairs Mbulelo Sogoni said on Friday.

He was addressing hundreds of entrepreneurs who attended the first concrete information session to map out opportunities for East London businesses flowing from the soccer World Cup.

Sogoni said that adherence to intellectual property agreements should not be applied to such an extent that it stops smaller enterprises and the poor from using logos of contracted companies in crafts.

“Government is committed to ensuring that we do not violate the integrity of those who have signed with Fifa, intellectual property and other agreements.

“However, it remains critical that issues of intellectual property are not applied in a manner that pushes small business and players to the margins. We have to find a way of balancing corporate interest of the tournament and addressing the real vested problems of our people ... otherwise World Cup 2010 soccer will remain hollow,” said Sogoni.

Fifa has a Rights Protection Programme (RPP) to prevent ambush marketing. Stringent guidelines outlined in the Merchandise Marks Act prohibit the abuse of trademarks in relation to an event by means of intrusion or association.

The Act outlaws the application of false trade descriptions to goods, provides for the protection of prohibited marks and prohibits ambush marketing.

“By means of ‘intrusion’, the ambush marketer does not seek to suggest a connection with the event, but rather to give his own brand or other insignia exposure through the medium of the publicity attracted by the event and without the authorisation of the event organiser,” reads a clause in a Fifa and Department of Trade and Industry (DTI) report document.

Sogoni was, however, of the view that visitors to South Africa would want to leave the country with memorabilia that had the “African” feel, which he said only the rural poor can provide.

The process to register as authorised suppliers for the 2010 Fifa World Cup will open in September and close in January 2009.

Sogoni said infrastructure development aimed at the event had already boosted economic growth in the Eastern Cape which measured above five percent over the past year.

He added that the real impact on ordinary people remained a concern

The information event was jointly hosted by the Department of Sports and Culture, the DTI and the 2010 Fifa World Cup LOC.

FACT BOX:

LOC member Itumeleng Dlamini said opportunities during the World Cup would be in transportation, logistics, hospitality, entertainment and overlays that entrepreneurs should be geared to provide.

“Overlays is infrastructure that is movable, for example movable chairs, and Fifa send out communication to entrepreneurs when the need for overlays arises.

“Those in the transport sector would need to cluster with B&B; owners. B&B; operators need to ensure that there is a transport system that supports your establishment,” said Dlamini.

Entrepreneurs were urged to get themselves ready to ensure they had capacity to deliver.

(Source: dispatch.co.za)