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An Airbus A320 in New Zealand All Black rugby livery to celebrate the upcoming World Cup - Source: ONE News -
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Hundreds of warning notices have been issued to companies who have breached official Rugby World Cup rules.
Rugby World Cup Ltd is yet to charge any business for the $150,000 it is entitled to, for breaching the strict rules around the use of restricted terms and expressions, or associating themselves too closely with the RWC, under the Major Events Management Act, the Dominion Post reported.
But letters have been sent to businesses, including hotels and bars.
However, University of Auckland senior lecturer in marketing Mike Lee told the Dominion Post that cheekily pushing the boundaries could give companies the best image.
Official sponsors such as Heineken and United Arab Emirates may look like "bullying, domineering" boors, he said.
He said, in contrast, Steinlager and Air New Zealand "are thinking more creatively and are being more strategic and competitive, and this ironically gives them more kudos."
"None of these brands are ever going to be able to say they are official sponsors, so it's all about how cleverly you can associate yourself with the event. They should be able to do this within a competitive marketing environment, and they're doing it well."
Rugby World Cup Ltd general manager Ross Young told the Dominion Post most infringements were "resolved pretty quickly".
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