An Infront Sports & Media AG news release on 20 January 2005 announced details of the guidelines.

"There won't be enough tickets for the stadiums, but many fans will want to watch matches in a communal live atmosphere, so clearly we now have an ideal situation in that we can offer exactly this opportunity. I believe FIFA and Infront have found an outstanding solution to this hotly-debated issue," OC President Franz Beckenbauer commented.

All non-commercial events in schools, churches, hospitals, companies and beer gardens are also explicitly exempted from licence fees.

However, events with a commercial background will still require a licence from Infront. The fee will be assessed on the size and context of the event in question. Nonetheless, Infront AG promised the fees would remain extremely reasonable, and revenues raised in this way would be donated to SOS Children's Villages.

Commercial is defined as FIFA World Cup parties for which an admission fee is charged (cinemas, multi-purpose halls, stadiums, theatres), events which are presented or financed by sponsors, and events which have any other clear commercial purpose.

The Public Viewing Marketing Guidelines form an integral component of the Infront licence and must be observed by organisers.

However, organisers will be able to recover their costs by setting up stands to retail food, drinks and souvenirs. Infront and FIFA have agreed not to impose any further conditions on sales of this nature.

"It's a fabulous opportunity for the local brewery, the bakery on the corner and purveyors of local delicacies," OC vice-president responsible for marketing Wolfgang Niersbach declared. "FIFA has defined its marketing regulations extremely generously - in fact they couldn't be more generous. I think the Host Cities will be among the first to recognise how far we have gone towards meeting their needs."

The marketing regulations allow commercial organisers to sign up local and regional companies as sponsors provided they do not compete with official FIFA sponsors. Furthermore, commercial organisers will be permitted for the first time to name a "presenting sponsor" for the match broadcast. In common with all TV broadcasts, FIFA sponsors enjoy a limited right of first refusal in this area, but otherwise local and regional businesses are likely to be the takers.

Commented Wolfgang Niersbach: "This is a sensible and pragmatic compromise between the flexibility necessary for local promoters to recover costs and protecting FIFA sponsors' exclusive rights."

Special regulations apply to the 12 Host Cities for the 64 matches at the 2006 FIFA World Cup. The Host Cities will stage official public viewing events with contractual guarantees for the Official Partners and Official Suppliers. ARD, ZDF and RTL will provide the TV feed free of licence fees under a previously concluded agreement. FIFA, Infront AG and the OC had also previously concluded a rights agreement for these events at no extra cost. Local and regional businesses may be integrated into the events. Detailed marketing guidelines have already been agreed with the cities.

FIFA and the OC explicitly repeat they have no organising role at public viewing events, including those organised by the 12 FIFA World Cup Host Cities. "Organisational responsibility, especially pertaining to security, rests with the local organisers, specifically the cities and local authorities," OC senior vice-president Horst R. Schmidt observed. Statutory approvals, infrastructure measures and clean-up are the responsibility of the local and regional organisers.