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The FIFA World Cup 2006

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Structure of the LOC FIFA World Cup 2006 of. FIFA. LOC. Board of Directors. LOC. Supervisory Board ... FIFA/LOC at an early stage of World Cup preparations ... – PowerPoint PPT presentation

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Title: The FIFA World Cup 2006


1
The FIFA World Cup 2006Lessons LearntThe
Perspective of the Local Organising Committee
Goethe-Institut Johannesburg, 7th November 2006
2
Dr. Stefan Schmidt, LL.M.Head of Legal and
Human Resources
3
Main Topics
  • 1. Organisational Structure 2006 FIFA World Cup
    Organising Committee Germany
  • Key Learnings
  • 2. Relationship with FIFA
  • Key Learnings
  • 3. Ticketing
  • Key Learnings

4
2006 FIFA World CupOrganisational Structure
5
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
Frankfurt
Munich
Hannover
Gelsenkirchen
Venue Office
Venue Office
Venue Office
Venue Office
Dortmund
Kaiserslautern
Berlin
Stuttgart
Venue Office
Venue Office
Venue Office
Venue Office
Hamburg
Köln
Nuremberg
Leipzig
6
Organisational Chart LOC (Mid 2005)
7
LOC 2006 FIFA World Cup Venue Office
Chairman
Assistant
Closing ceremony (only Berlin)
Venue Manager
Stadium-/Facility Manager(Stadium Operator)
Deputy Venue Manager
Trainee
Opening ceremony (only Munich)
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
Medical Officer Temporary 01.03.2006 Full time
01.06.2006
Assistant Media Officer Full time 15.03.2006
Logistic Manager Full time 01.03.2006
Venue Construction Manager Full time 01.03.2006
Doping Control Officer Temporary 01.06.2006
FIFA IT Venue Manager Full time 19.09.2005
Hospitality Manager from 01.01.2006 (varies
depending on venue)
Technical Venue Coordinator (Media) Full time
01.04.2006
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
Transportation Manager Temporary 01.01.2006 Full
time 01.04.2006
Marketing Manager Temporary 01.11.2005 Full
time 01.06.2006
Assistant Security Officer Full from 01.03.2005
Assistant Accretitation Manager Full time
01.04.2006
Ticketing Manager Temporary 01.12.2005 Full
time 01.05.2006
Fan Delegate Temporary from 01.05.2005
8
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

9
Development of staff structure
10
Key Learnings (I)
  • Lean structure enabling LOC to organise a
    successful World Cup (allowing outsourcing for
    ticketing, accommodation and transportation-relate
    d issues)
  • Continual adjustment of organizational structure
    even until one year prior to start of tournament
    gt 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

11
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

12
2006 FIFA World CupRelationship with FIFA
13
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)

14
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.

15
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

16
2006 FIFA World CupTicketing
17
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

18
Ticket Sales Structure FIFA/LOC
19
(No Transcript)
20
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 its 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.

21
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

22
Gerd GrausHead of Media and Public Relations
23
Main Topics
  • 1. Stadia
  • Key Learnings
  • 2. Media
  • Key Learnings
  • 3. Campaigns
  • Key Learnings

24
2006 FIFA World CupStadia
25
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)

26
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

27
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

28
2006 FIFA World CupMedia
29
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

30
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.

31
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

32
2006 FIFA World CupCampaigns
33
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

34
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

35
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).

36
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

37
  • Thank you and best wishes for a successful South
    African World Cup 2010!
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