The FIFA World Cup 2006™Lessons LearntThe Perspective of the Local Organising Committee Goethe-Institut Johannesburg, 7th November 2006
Main Topics 1. Organisational Structure 2006 FIFA World Cup Organising Committee Germany • Key Learnings 2. Relationship with FIFA • Key Learnings 3. Ticketing • Key Learnings
Structure of the LOC FIFA World Cup 2006™ FIFA LOC LOC Supervisory Board Board of Directors of LOC Curatorship Board LOC Headquarters Frankfurt Venue Office Venue Office Venue Office Venue Office Munich Frankfurt Gelsenkirchen Hannover Venue Office Venue Office Venue Office Venue Office Dortmund Stuttgart Kaiserslautern Berlin Venue Office Venue Office Venue Office Venue Office Hamburg Leipzig Nuremberg Köln
LOC 2006 FIFA World Cup – Venue Office Chairman Closing ceremony (only Berlin) Assistant Venue Manager Stadium-/Facility Manager(Stadium Operator) Opening ceremony (only Munich) Trainee Deputy Venue Manager Full time Volunteer Manager Personnel Volunteer Manager Organisation Assistant Volunteer Manager Trainee Volunteer Manager Support Visitor & Observer Temporary: 01.01.2006 Protocol Manager Full time: 01.04.2006 Accommodation Manager Full time: 01.05.2006 Infotainment Manager Temporary during comeptition Media Officer Temporary: 01.02.2006 Full time: 01.05.2006 Assistant Media Officer Full time: 15.03.2006 Medical Officer Temporary: 01.03.2006 Full time: 01.06.2006 Logistic Manager Full time: 01.03.2006 Venue Construction Manager Full time: 01.03.2006 Hospitality Manager from: 01.01.2006 (varies depending on venue) FIFA IT Venue Manager Full time: 19.09.2005 Technical Venue Coordinator (Media) Full time: 01.04.2006 Doping Control Officer Temporary: 01.06.2006 Additionally / Complementary Referee Liaison Officer Temporary: 01.04.2006 Catering Manager from: 01.03.2006 (varies depending on venue) Signage Manager Full time: 01.03.2006 LOC IT Venue Coordinator Full time: 01.01.2006 Accreditation Manager Full time: 01.02.2006 Venue Security Officer Temporary: 01.11.2004 Full time: 01.01.2006 Marketing Manager Temporary: 01.11.2005 Full time: 01.06.2006 Transportation Manager Temporary: 01.01.2006 Full time: 01.04.2006 Ticketing Manager Temporary: 01.12.2005 Full time: 01.05.2006 Assistant Accretitation Manager Full time: 01.04.2006 Assistant Security Officer Full from: 01.03.2005 Fan Delegate Temporary from: 01.05.2005
Human Resources • Start: 12 full-time employees in Jan. 2001 • Installation of departmental heads in late 2002 (25 full-time employees) • Establishment of the 12 LOC Venue Offices in mid-2004 (75 full-time employees); thereof 24 Volunteer Managers • Increasing staff levels in preparation for the FIFA ConfedCup 2005 and immediately after: 200 • Total number of employees during World Cup tournament: over 250 • 15.000 Volunteers during the World Cup
Key Learnings (I) • Lean structure enabling LOC to organise a successful World Cup (allowing outsourcing for ticketing, accommodation and transportation-related issues) • Continual adjustment of organizational structure: even until one year prior to start of tournament => alignment of LOC venue offices to tournament organisation; independent Volunteers department; independent Logistics department assigned to Finance department. • Confed Cup best source of experience/know-how for all LOC staff
Key Learnings (II) • Integration/Incorporation of existing German football entities e.g. DFB, Regional Associations, Bundesliga-clubs, stadium operators. Problem: Clubs tend to follow their own interests • Delegation of responsibilities + knowledge transfer from LOC headquarter to venues as soon as possible • Effectiveness: handling by external service providers such as ticketing, transportation and hostesses
Relationship with FIFA (I) • Regular high level meetings (FIFA/LOC-President, GS/Vice-Presidents) discussing topics of major concern (Finance, Ticketing, Accommodation, …) • FIFA Ticketing Sub-Committee (executive oversight in all ticketing matters) • Working level meetings (FIFA World Cup Office with LOC Departments)
Relationship with FIFA (II) • FIFA defines format which limits the organisers' scope for independence to a few areas: • The organisers are left to develop an overall technical stadium infrastructure taking into account the minimum seating requirements and predefined media and VIP facility requirements pursuant to the List of Requirements. • Organisers are free to develop the stadia's infrastructure, in particular the traffic infrastructure close to the stadia and the security organisation.
Key Learnings • Necessity to understand FIFAs area of competence (i.e. FIFAs Marketing rights ) • Much coordination required between FIFA Legal and LOC Legal • Forge close links between FIFA/LOC at an early stage of World Cup preparations
Ticketing Objectives • Maximum availability of tickets to a worldwide audiance • Safe, efficient distribution of tickets • Security through personalisation of tickets • Prevention of blackmarket • Reasonable prices
Customer Groups • Most tickets were sold in public sales (1,353k tickets) • The Participating Member Associations were given 571k Tickets • The “deutsche Fußballfamilie” incl. clubs, regional associations of the DFB were given 283k tickets • FIFA and it’s Official Partners hold 851k tickets • 90k tickets were distributed by the National Suppliers • 174k tickets belong to special areas and groups such as media, VIP, complimentary tickets, etc.
Key Learnings Ticketing • High complexity in the ticketing business (interests of customer groups, technology, legal restrictions, …) • Difficult split of responsibilities between LOC (FWCTC)/FIFA (FTO) in the ticket distribution process • Stadiums sold out – no empty seats due to LOCs Conditional Ticket Program • Security through personalisation and RFID-Technology
Main Topics 1. Stadia • Key Learnings 2. Media • Key Learnings 3. Campaigns • Key Learnings
Stadia • Twelve Venues (Berlin, München, Dortmund, Stuttgart, Hamburg, Hannover, Leipzig, Gelsenkirchen, Köln, Kaiserslautern, Frankfurt, Nürnberg) • each five matches at minimum, Berlin, München, Dortmund, Stuttgart got six • Mostly used in Bundesliga (Exception: Leipzig)
Stadia Challenges: Provision of Space FIFA & LOC Offices, Media, Hospitality Reconciliation of different interest groups, i.e. LOC, Owner of Stadia, Venues, Construction Authorities, Host Broadcast Services (TV), iSe (Hospitality), FIFA Marketing
Stadia Lessons learnt: • A World Cup cannot be compared to a regular domestic league season or even one-off international fixtures. • Site use and staffing requirements are considerably in excess of regular operations. • Any planning must leave enough room for improvisation
Media Challenges: • Changed working methods of the media • Site requirements • Provision of state-of-the-art technology and telecommunication facilities • Accreditation • Portrayal of the World Cup in the media and the public
Media Lessons learnt: • To achieve a positive public image, clear and previously defined communication channels are an absolute must. • All communications media (press releases, newsletters, internet, etc.) must be set up at a very early stage. • Early implementation of a media info distribution system. • Clear distinction between Media Operations and Media Information.
Media Lessons learnt: • There is a finite capacity that can be realistically deployed with respect to • number of media representatives • assistance provided to media reps during the tournament • size of media stands
Campaigns Challenges: • The whole world expected Germany to organise the perfect event/The whole world expected Germany to be the perfect organisers. We aimed at surprising the world by going the extra mile. • A time to make friends • Get the population into the right mood for their role as host
Campaigns • Steps taken: • Public relations • Campaigns • Talent 2006: The World Cup at school • Club 2006: The World Cup at your club • Trophy Tour and a tour through Germany in honour of the many voluntary workers involved in the World Cup • Green Goal • Arts and Cultural Programme of the Federal Government
Campaigns • Procedure: • Take early decision in favour of campaigns and their implementation • Talent 2006 and Club 2006 were launched already in 2002 • Campaigns were brought in line with LOC's corporate identity (both in terms of media representation and visual communication).
Campaigns Results: 16.000 schools took part in two periods 40.000 pupils joined the Talente-Festival 2006 in Mai 2006 in Berlin (amongst them a school from South Africa) 4.650 clubs participated in the club-campaign Klub 2006
Thank you and best wishes for a successful South African World Cup 2010!