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SBD Global/March 13, 2014/Marketing and Sponsorship

Volkswagen Seeks Clarification Over Hyundai World Cup Promotion

Brazil football team sponsor Volkswagen said that it contacted the Brazil Football Federation (CBF) for "clarification over a promotion" by Hyundai "linked to the team’s performance at this year’s World Cup," according to Tariq Panja of BLOOMBERG. The CBF has complained to the South Korean automaker "over an advertising campaign that promises an extra year’s warranty" to new car buyers in Brazil should the team clinch a record-extending sixth World Cup. The CBF said that it is "a misuse of the national squad’s intellectual property." In a statement, Vokswagen said, “Volkswagen do Brasil is in contact with the CBF to clarify and resolve this issue.” It added that the company has been the automotive partner of the Brazilian team since '09, "giving it exclusive rights to use the association in promotional activities and official communications." Volkswagen produces Brazil’s best-selling car. The Gol, named for the country’s love of football, "has been the top seller for 27 straight years, according to the German automaker" (BLOOMBERG, 3/12).
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