SAFA wins cases against ambush marketing

MTN and Hyundai were found to be at fault following their usage of SAFA and Bafana Bafana brands while they are not sponsors or suppliers to the association and the senior men's national team.

SAFA CEO Raymond Hack is content with the rulings, "Our commercial department is closely monitoring ambush marketing practices and we won't hesitate to institute legal proceedings against anyone who embarks on such unethical practices. Absa and Castle sponsor our Senior Men's National Team (Bafana Bafana), and as a responsible association, we will protect the rights of all our sponsors. Companies that want any association with SAFA must do it procedurally by contacting us," said Hack.

In the first case, Hyundai made an advertisement that depicted a Bafana Bafana player wearing an official national team jersey - which was viewed as a clear case of ambush marketing. The company has since withdrawn the advertisement and has vowed not to produce another one in future without SAFA's consent.

In the other matter, ASA ruled that MTN had implied in its advertisement that there is a connection between the company and Bafana Bafana in its advertisement headed, Turning young men into Bafana Bafana. Though it was only referring to a competition which it sponsors and had nothing to do with the national team, ASA ruled that the use of the words Bafana Bafana, implied that MTN is an official sponsor of Bafana Bafana, which is not the case.