For the the first time in history a World Cup is going to be in Eastern Europe, therefore this it’s a great and unique opportunity to run promotions in this region that capture the excitement that only the biggest single-sporting competition on the planet creates every four years.
In general, competitions are completely legal, if they require a skill. Prize draws are also legal if they comply with advertising laws, civil laws and personal data laws. It is also important to be mindful of cultural differences and practices when running a promotion in a country as unique as Russia.
Here are the main things to consider when running a promotion in Russia.
If you are planning to run a promotion that is connected to the 2018 FIFA World Cup it is vital to note that FIFA and organisations that are associated with them are the legal owners and hold the rights of any competitions. These rights include financial rights, audio-visual and radio recordings, reproduction, broadcasting, marketing, promotional rights and more!
Despite this, such a globally renowned sporting event makes it worth trying to leverage some of the excitement by using promotions to gain recognition for your brand or product.
During the 2014 World Cup, Nike’s social media presence became hugely uplifted because of a marketing video that they released, and they soon became the most recognised brand of the entire World Cup. But beware if you are not a sponsor. You could be penalised for trying to ‘join the party’ if you haven’t paid the entrance fee. So, what do you need to know?