The sixth 2010 Central City Partners Forum was held on Tuesday 17 November at the Cape Town International Convention Centre. Taking a slightly different approach to previous meetings which were open to general membership, this special gathering was aimed at retailers, food enterprises and hoteliers in the Cape Town Central City who were specifically invited to attend.

Explains Andrew Boraine, CE of the Cape Town Partnership: “This Forum was specifically aimed at stakeholders in the Central City who have not yet attended previous Forums. Its objective was to stimulating an overall interest in 2010 and answer some of the questions these stakeholders no doubt have about the 2010 FIFA World Cup, thus assisting them as well the Central City as a whole to host the best World Cup experience for both the fans coming, as well as ourselves.

“In order to achieve this, we all need to understand what implications the event has for each of us – from the impact it will have on our everyday lives to how each stakeholder can benefit short-term and long-term from the experience.”

Knowledge, therefore, was central to this process, and the keynote speaker of the morning was Shameel Ho-Kim, 2010 Project Co-ordinator: Operations City of Cape Town, who explained the FIFA Rights Protection Programme.

Says Ho-Kim: “Considering that sponsors of the FIFA World Cup pay hundreds of millions of US dollars to participate, it’s no wonder that FIFA protects their rights against everything from ambush marketing, intellectual property (IP) infringements, and unauthorized trading around venues to illegal ticket selling as well as the protection of FIFA’s own trademarks, copyrights and other IP Rights.”

However, notes Ho-Kim: ‘If you understand the various terms and conditions implemented by FIFA, there is no reason why every Capetonian business cannot benefit from the event. Even within the demarcated Commercial Restriction Zones, it will be ‘business as usual’ throughout the duration of the 2010 FIFA World Cup. For example, there will be no need to spend money and time altering existing signage.”

However, elaborated Ho-Kim, this also meant that no additional branded elements from non-sponsors should be put in place for the event. Businesses who engage in this practice run the risk of having these elements conviscated or could even be prosecuted and fined.

Numerous documents were available already as downloads from FIFA, including a Public Information Sheet as well as Public Viewing Guidelines. Local businesses could in turn address queries directly to the City via Ho-Kim’s newly appointed collegue, Sidney van Dyk, who will be dealing with the Rights Protection Programme on behalf of Cape Town.

Notes Ho-Kim in conclusion: “Hopefully ‘business as usual’ in this case will be ‘business extraordinary’ as we show the rest of the world that Cape Town is ready to welcome it.”

Related posts:

1. Success of 2010 FIFA World Cup™ relies on local business
2. 2010 Central City Partners Forum I: All roads lead to the Central City
3. 2010 Central City Partners Forum III: Visualising the Experience
4. Reportback on the Seventh 2010 Central City Partners Forum (31 March 2010)
5. 2010 Central City Partners Forum II