Legal Restrictions

Before getting too far down the track with plans we recommend that you familiarise yourself with the Major Events Management Act to understand the implications and commercial restrictions of doing business during the RWC 2011.

The Major Events Management Act (MEMA) was created in 2007 to provide protection for organisers and sponsors of major international events being held in New Zealand. Its aim is to prevent ambush marketing (creating an unauthorised association between a major event and a brand, good or service) by both protecting the use of key event emblems and words, and providing ‘clean zones' around stadia where unauthorised advertising is prohibited. This protection includes the use of the words "Rugby World Cup", "RWC", "World in Union", the RWC 2011 logo and the Webb Ellis Cup imagery.

Rugby World Cup Limited will also be undertaking some television advertising designed to warn consumers of the dangers of purchasing fake merchandise, tickets and ticket packages. A number of New Zealand businesses have already been duped into purchasing unofficial corporate hospitality packages which will result in tickets being cancelled and ticket holders being refused entry to the grounds.

Below are examples of legitimate and illegitimate RWC 2011 associations under the MEMA act, from Kate Walters presentation on Commercial Rights and Restrictions.