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The FIFA World Cup 2006™Lessons Learnt
The Perspective of the Local Organising Committee
Goethe-Institut Johannesburg, 7th November 2006
Dr. Stefan Schmidt, LL.M.Head of Legal and Human Resources
Main Topics
1. Organisational Structure 2006 FIFA World Cup Organising Committee Germany
– Key Learnings
2. Relationship with FIFA– Key Learnings
3. Ticketing– Key Learnings
2006 FIFA World Cup™Organisational Structure
Structure of the LOC FIFA World Cup 2006™
of
FIFA
LOCBoard of Directors
LOC Supervisory Board
LOC Curatorship Board
LOC Headquarters
Frankfurt
Venue Office Hamburg
Venue Office Köln
Venue OfficeDortmund
Venue Office Nuremberg
Venue Office Frankfurt
Venue Office Munich
Venue OfficeKaiserslautern
Venue Office Hannover
Venue Office Gelsenkirchen
Venue OfficeLeipzig
Venue Office Berlin
Venue Office Stuttgart
Organisational Chart LOC (Mid 2005)
Franz BeckenbauerPresident
Marketing*
National Cultural Foundation of 2006
World Cup
Fedor H. RadmannExecutive Board's
AdvisorArt & Culture
Representative
Presidential Divisions
Horst R. Schmidt1st Vice-President and
Acting PresidentWolfgang Niersbach
Vice-President (executive)
Dr. Theo ZwanzigerVice-President
(executive)
PR, Media & Communi-
cation
IT and Telecommu-
nications
Events AccreditationPress & Media
Facilities
Accommoda-tion/Tourism*
Opening/Closing Ceremony &
Official Events
Protocol Security Hospitality
TicketingTraffic & Transportation
Tournament organisation
Cities and Stadia
Personnel Legal Finance
Project Management
* Munich Office
Central Services
CoordinationArt &
Culture
Fu
l l t
ime
Media OfficerTemporary: 01.02.2006Full time: 01.05.2006
Media OfficerTemporary: 01.02.2006Full time: 01.05.2006
Medical OfficerTemporary: 01.03.2006Full time: 01.06.2006
Medical OfficerTemporary: 01.03.2006Full time: 01.06.2006
Doping Control OfficerTemporary: 01.06.2006
Doping Control OfficerTemporary: 01.06.2006
Assistant Security Officer
Full from: 01.03.2005
Assistant Security Officer
Full from: 01.03.2005
Transportation ManagerTemporary: 01.01.2006Full time: 01.04.2006
Transportation ManagerTemporary: 01.01.2006Full time: 01.04.2006
Volunteer Manager Organisation
Volunteer Manager Organisation
Assistant Volunteer Manager
Assistant Volunteer Manager
Logistic ManagerFull time: 01.03.2006Logistic ManagerFull time: 01.03.2006
FIFA IT Venue Manager Full time: 19.09.2005
FIFA IT Venue Manager Full time: 19.09.2005
Marketing ManagerTemporary: 01.11.2005Full time: 01.06.2006
Marketing ManagerTemporary: 01.11.2005Full time: 01.06.2006
Hospitality Managerfrom: 01.01.2006
(varies depending on venue)
Hospitality Managerfrom: 01.01.2006
(varies depending on venue)
Protocol ManagerFull time: 01.04.2006
Protocol ManagerFull time: 01.04.2006
Referee Liaison OfficerTemporary: 01.04.2006
Referee Liaison OfficerTemporary: 01.04.2006
Volunteer Manager Personnel
Volunteer Manager Personnel
Accommodation Manager
Full time: 01.05.2006
Accommodation Manager
Full time: 01.05.2006
Catering Managerfrom: 01.03.2006
(varies depending on venue)
Catering Managerfrom: 01.03.2006
(varies depending on venue)
Signage ManagerFull time: 01.03.2006
Signage ManagerFull time: 01.03.2006
AssistantAssistant
Trainee Volunteer Manager
Trainee Volunteer Manager
Deputy Venue ManagerDeputy Venue Manager
Venue ManagerVenue Manager
ChairmanChairman
Infotainment ManagerTemporary during comeptitionInfotainment Manager
Temporary during comeptition
Ad
di t
i on
ally /
Com
ple
men
t ar y
Stadium-/Facility Manager(Stadium Operator)
Stadium-/Facility Manager(Stadium Operator)
LOC 2006 FIFA World Cup – Venue Office
Accreditation ManagerFull time: 01.02.2006
Accreditation ManagerFull time: 01.02.2006
Venue Security OfficerTemporary: 01.11.2004Full time: 01.01.2006
Venue Security OfficerTemporary: 01.11.2004Full time: 01.01.2006
Assistant Accretitation Manager
Full time: 01.04.2006
Assistant Accretitation Manager
Full time: 01.04.2006
LOC IT Venue Coordinator
Full time: 01.01.2006
LOC IT Venue Coordinator
Full time: 01.01.2006
Technical Venue Coordinator (Media)
Full time: 01.04.2006
Technical Venue Coordinator (Media)
Full time: 01.04.2006
Assistant Media Officer
Full time: 15.03.2006
Assistant Media Officer
Full time: 15.03.2006
Fan DelegateTemporary from: 01.05.2005
Fan DelegateTemporary from: 01.05.2005
TraineeTrainee
Venue Construction Manager
Full time: 01.03.2006
Venue Construction Manager
Full time: 01.03.2006
Ticketing ManagerTemporary: 01.12.2005Full time: 01.05.2006
Ticketing ManagerTemporary: 01.12.2005Full time: 01.05.2006
Closing ceremony(only Berlin)
Closing ceremony(only Berlin)
Opening ceremony(only Munich)
Opening ceremony(only Munich)
Support Visitor & Observer
Temporary: 01.01.2006
Support Visitor & Observer
Temporary: 01.01.2006
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
Development of staff structure
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
2006 FIFA World Cup™Relationship with FIFA
• 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 (I)
• 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.
Relationship with FIFA (II)
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
2006 FIFA World Cup™Ticketing
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
Ticket Sales Structure FIFA/LOC
Customer Groups
9%
25%
3%
6%17%
40%
DFF
FTO
Supplier
Others
PMA
Public Sales
•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
Gerd GrausHead of Media and Public Relations
Main Topics
1. Stadia– Key Learnings
2. Media– Key Learnings
3. Campaigns– Key Learnings
2006 FIFA World Cup™Stadia
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
2006 FIFA World Cup™Media
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
2006 FIFA World Cup™Campaigns
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 periods40.000 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!