When Italy advanced to the 2006 World Cup semifinals, Rocco Mastrangelo Jr. mobilized his family’s Italian restaurant in Toronto to host a full house of soccer fans for the nail-biter match.
He printed thousands of fliers, bought radio ads and had a billboard installed near a major subway stop to advertise the semifinal screening at Cafe Diplomatico, his restaurant and bar.
Just hours before kickoff, representatives from FIFA, the tournament organizer, threatened legal action against Mr. Mastrangelo Jr. for violating its copyright — unless he took everything down.
What a racket.
