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FIFA Beach Soccer World Cup

MARKETING HIGHLIGHTS


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FIFA Beach SoccerWorld Cup Dubai 2009Marketing Highlights


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Welcome

0203

It is with great pleasure that Iwelcome you to the third editionof FIFAs Marketing Highlightsreport, this time focussing onthe FIFA Beach Soccer World CupDubai 2009. This publication willlook back on the tournamentand provide all those involved

with a memorable review of theirinvolvement in the event.

After three years of hosting thisevent on the Copacabana Beachin Rio de Janeiro, we decided tostage last years edition in Marseilles,thereby widening the globalreach of the event, and finallybringing this years competitionto the United Arab Emirates. By

broadening the horizons of thetournament, we hope to engagemore and more football fans inthe beach soccer experience andfurther develop this unique sport.

The increasing global appeal of thisevent is highlighted by the fact thatall 32 of the matches in this yearstournament were broadcast in morethan 150 countries worldwide.

This is a key indicator of the rapidgrowth that this event and beachsoccer itself have experienced inrecent years.

Finally, I would like to say thankyou to all of our Partners as wellas our National Supporters andthe numerous volunteers, whoseongoing support is absolutelyvital to the continuing successof this event. I hope this reportwill serve as a vivid reminder of

the great success of this yearstournament.

Joseph S. BlatterFIFA President


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Contents

0405

06 The Tournament

Facts and Figures 06What is Beach Soccer? 08

Competing Countries 10History 12

Official Marks 14 Match Overview 16 Host Country United Arab Emirates 18 The Venue Dubai / Jumeirah Beach 20 The Draw 22

Closing Ceremony and Final Game 24 Awards 26 Quotes and Reflections 30

32 Marketing Structure

FIFA Partners / National Supporters 32 Perimeter Boards 34 Adverts in Official Programme 38 Infotainment Adverts 40 adidas 42 adidas / Coca-Cola Used Matchball Programme 46 Coca-Cola 48 Emirates 52 Hyundai 54

Sony 56 Visa 60 National Supporters 62

66 Marketing Programme

Official Merchandise 66 Ticketing and Hospitality 68 Outdoor Media / Stadium Dressing 70 Commercial Affiliates On-site Exposure 72 Youth Programme 74

76 TV and Media

TV 76 Media 78 New Media FIFA.com 80

Press Clippings 82

84 Outlook


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EVENT TITLE FIFA Beach Soccer World Cup Dubai 2009

DATES 16 22 November 2009

HOST COUNTRY United Arab Emirates Capital Abu Dhabi Surface Area 83,600 sq km

Population 5,671,112 Official Language Arabic

VENUE HOST CITY STADIUM CAPACITY Dubai Jumeirah Beach 10,000

FORMAT Four groups of four teams. Top two teams of each group qualifyfor the quarter-final. Leading to the semi-final, 3rd / 4th placematch and the final.

No. OF MATCHES 32

HOST ART BROADCASTER

SALES / TV rights have been sold to 199 territories (April 2009) DISTRIBUTION

FIFA PARTNERS

NATIONALSUPPORTERS

LOC Dubai Sports Council Al-Jadaf

Dubai Municipality Sport ClubBUR DubaiDubai, United Arab Emirates



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FactsandFigures

0607

Dubai

Abu Dhabi


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Everything you wanted to knowabout Beach Soccer

The pitchConsisting, unsurprisingly, of sand,levelled and free of any obstacles thatcould present an injury risk for theplayers, a beach soccer playing areamust have a minimum depth of 40cm.Between 35 and 37 metres in length,pitches are between 26 and 28 metreswide. The goals are 2.20 metres high by5.50 metres wide. The halfway line isdemarcated by two posts with red flags.Nine metres out from the goal lines,an imaginary line, marked this time byposts with yellow flags, indicates thepenalty area and therefore the spotfrom where penalties will be taken (atthe central point on this line). Finally,there is a substitution zone alongsidethe touchline.

The ballAlthough of a circumference identical

to a normal football (between 68 and70cm), a beach soccer ball is considerablylighter. Weighing from 400 to 440 grams,it is inflated just before game time toa pressure of between 0.4 and 0.6 bars.

The playersIn beach soccer there are five playerson the pitch for each team, one of whomis a goalkeeper. Five additional playersare permitted on the substitutes bench(four field players and one goalkeeper).An unlimited number of substitutions(including the goalkeepers) can be madeat any moment during the match. Beachsoccer players are not allowed to play inshoes they must play barefoot.

The goalkeeperGoalkeepers can pick up the ball withinthe penalty area and are allowed towear gloves and a tracksuit.

The officialsEach match has two referees, both ofwhom have equal authority to apply theLaws of the Game. In addition, a thirdreferee and a timekeeper are stationed

at the timekeepers table, which is onthe halfway line on the same side as thesubstitution zone.

Beach soccer matches are highly entertaining affairs that featurea constant flow of spectacular plays. As it is difficult to roll theball on the sand, the strategy naturally shifts toward flicks,tricks, volleys and bicycle kicks. The sport embraces both thelifestyles commonly associated with beaches (family recreation,youth culture, fitness, fashion) and a variety of Americansporting influences, such as cheerleaders performing amidst

the action, adding an air of glamour.


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WhatisBeachSoccer?

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A few key rules

Playing timeMatches are played over three equalperiods of 12 minutes of effectiveplaying. The time is stopped when agoal is scored, when the referee blowsthe whistle for a penalty or direct freekick, when a player is injured, or whena team is trying to stall (in the view ofthe officials). There is a three-minuteinterval between each period.

A little bit moreIn the event of a draw, a three-minuteextra time period will be played, followedby a penalty shoot-out if the scoreremains even.

TouchPlayers must put the ball back into playwithin five seconds either by throwingor kicking it to a team-mate. Goalkeeperscan only restart play with a throw-in.

Very directThere are no indirect free kicks in beachsoccer. All free kicks are direct and takenfrom the spot where the foul has beencommitted, or from the halfway line(for certain offences such as stalling formore than five seconds in the penalty

area, a second pass to the goalkeeper,or play being restarted by a kick fromthe goalkeeper). A penalty is awardedif the foul is committed inside thepenalty area.

No wallsDefensive walls are not permitted atfree kicks. The player who has beenfouled must take the free kick (exceptif he is seriously injured, in which case

his substitute will take it). If the foulhas been committed on the infringedplayers half of the pitch, all playersother than the kicker must remain atleast five metres from the ball, but notdirectly between the ball and the goal.If the foul has been committed in theoppositions half of the field, all playersmust remain behind the ball.

Colour schemeFor certain serious fouls, a player maybe shown a yellow card. For very seriousoffences or after a second caution, a

player will be punished with a red cardand must return to the changing roomsimmediately. After two minutes with aone-player disadvantage, the infringingplayers team may bring on a new player.


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A record number of teams entered thequalifying stages of the FIFA BeachSoccer World Cup 2009, with morethan 65 competing countries from sixconfederations taking part, all focussedon qualifying for the final tournamentin Dubai.

Many of the usual suspects were presentin the elite field of teams arriving inDubai in November to take part in thisyears edition, but there were also anumber of new qualifiers hoping todisturb the beach soccer hierarchy,such as FIFA Beach Soccer World Cupnewcomers Cte dIvoire, Costa Rica

and Switzerland.

COMPETING NATIONS (16 TEAMS)

CONFEDERATION TEAMS QUALIFICATIONS

AFC 2 Bahrain, Japan

CAF 2 Cte dIvoire, Nigeria

CONCACAF 2 Costa Rica, El Salvador

CONMEBOL 3 Argentina, Brazil, Uruguay

UEFA 5 Italy, Portugal, Russia, Spain, Switzerland

OFC 1 Solomon Islands

HOST 1 United Arab Emirates


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Italy

Spain

Portugal

CostaRica

Brazil

Switzerland

Ct

edIvoire

Uruguay

ElSa

lvador

Argentina

Nigeria

Russia


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Bahrain

Solom

on

Islands

Japan

United

ArabEm

irates

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CompetingCountries


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The participation of internationally

renowned players such as the BrazilianJunior Negao, Portugals Alan and Madjerand Spanish star Amarelle has helpedto expand television coverage to largeaudiences in over 170 countries worldwide,making beach soccer one of the fastestgrowing professional sports in the worldand converting it into a major showcasefor international commercial opportunity.

The first Beach Soccer World Championshipwas held in Brazil in 1995, organised bythe founders of the sports standardised

rules, Beach Soccer Worldwide. TheBrazilians were dominant in the earlytournaments, winning nine of the firstten annual championships, all of whichwere staged in Rio de Janeiro. The lasttournament to be organised solely byBeach Soccer Worldwide was in 2004.

In 2005, beach soccer became a part ofthe FIFA family, and in May of that yearthe first-ever FIFA Beach Soccer WorldCup took place, keeping the traditionalvenue of the Copacabana Beach in Riode Janeiro. To everyones surprise, France

defeated Portugal in the final, while hotfavourites Brazil fell in the semis.

The first FIFA Beach Soccer World Cup

was such a success that FIFA decided tofeature 16 nations from 2006 onwards.At the 2006 tournament, the Seleoavenged the previous years loss. In thefinal of the competition, which was alsostaged at the Copacabana, the Brazilianstriumphed against Uruguay and claimedtheir first FIFA Beach Soccer World Cup.

The continuing success of the tournamentin 2007, where Brazil successfully defendedtheir crown, beating surprise finalistsMexico 8-2 in the final, led to FIFAs

decision to broaden the horizons ofthe tournament in 2008. The Plage duPrado in Marseilles, France was chosenas the first location to host a FIFA BeachSoccer World Cup outside of Brazil. Thetournament was very well received in acity classed by many as Europes homeof beach soccer, with Brazil once moregoing home with the title.

The arrival of the tournament in Dubaithis year is a further sign of the continuedgrowth in popularity of beach soccer,with the widening global reach of the

event set to develop the tournamenteven further.


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History

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Great turn out by fans 2005

Rio de Janeiro Brazil

2005 Tournament Winners

France

Tournament Winners 2007

Brazil

2008 Tournament Winners

Brazil


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The Trophy

The main inspiration behind the FIFA BeachSoccer World Cup Trophy was to includethe elements water, fire, air and earth,the sun, the sea and aerial footballingacrobatics. The nature of beach soccer isthat it touches all the elements in a vibrantand exuberant style.

Official Emblem

The FIFA Beach Soccer World Cup OfficialEmblem remains the same for eachedition of the tournament, with onlythe host country name and the year ofthe event being adapted. The essenceof beach soccer is encapsulated in thedesign, with the key elements of waterand sun visually portraying the vibrancyof the event.

Graphic Element

The graphic element for the FIFA BeachSoccer World Cup is inspired by the infiniteshape of the wave. The strong designfeatures of the element demonstrate thephysical strength that is required to playbeach soccer at the highest level. Thenatural elements of water and sun arekey components of the graphic, alludingto the beach environment where thesport is played.

2005 FIFA


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OfficialMarks


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The FIFA Beach Soccer World Cup wasfull of thrills, with some high-profileupsets illuminating a tournament whichultimately ended with a familiar sight that of the Brazilian team holding thetrophy aloft. The Solomon Islands openingday victory against Uruguay was thebiggest shock of the groups stages, withthe win a clear indicator of the improvinglevel of beach soccer around the world.

By the time the tournament reachedthe quarter-final stage, the competingteams had a familiar look once more,although the presence of dark horsesJapan and Switzerland was a surprisefor some. It was the Swiss team whomade the biggest waves in the finalrounds, with the devastating goalscoringform of Dejan Stankovic leading theteam to the final in their first-ever FIFABeach Soccer World Cup. Their dreamswere ended in the final against Brazilin an exciting match which rounded offa memorable event.


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MatchOverview

Brazil 10 5 Switzerland

GROUP A TEAM

Uruguay

Portugal

United Arab Emirates

Solomon Islands

GROUP B TEAM

Japan

Spain

Cte dIvoire

El Salvador

GROUP C TEAM

Russia

Italy

Argentina

Costa Rica

GROUP D TEAM

Brazil

Switzerland

Nigeria

Bahrain

QUARTER-FINALS

Japan 1 2 Portugal

Russia 2 4 Switzerland

Brazil 6 4 Italy

Uruguay 3 2 Spain

SEMI-FINALS

Portugal 2 8 Brazil

Switzerland 7 4 Uruguay

FINAL


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The United Arab Emirates are a group ofseven microstates (emirates). The UAEwas formerly known as the Trucial Statesfollowing a peaceful treaty signed underBritish rule in the 19th century.

The UAE federation was founded in 1971from the merger of six emirates: AbuDhabi, Dubai, Sharjah, Fujairah, UmmAl Quwain and Ajman. Ras Al Khaimahjoined a year later as the seventh emirate.Abu Dhabi is by far the largest emirate,comprising over 80 per cent of the83,600 square kilometres that makeup the UAE.

The UAE boasts a population of 5million, with Abu Dhabi and Dubaiaccommodating 1,900,000 and 1,600,000residents respectively. The developmentof the petrol industry in the 1970s sawa huge influx to the country. Today,

the population comprises 19 per centEmiratis, 23 per cent other Arabs andIranians and 50 per cent south Asians.The vast majority of the population isMuslim (96 per cent). Arabic is the officiallanguage but English is widely spoken.

The UAE lies on the eastern side of theArabian Peninsula, bordered by SaudiArabia to the south and west, and theSultanate of Oman to the southeast,while Qatar lies to the north-west. Mostof the territory is made up of desert withrich sources of petrol which have beenexploited since the 1960s, particularlyin Abu Dhabi, Dubai and Sharjah. Morethan 35 per cent of the annual federalbudget comes from oil and gas. Theclimate hardly varies: hot (between 35Cand 45C) and humid (between 60 and100 per cent) in summer and moderate(15C to 25C) but dry in winter.


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HostCountryUnitedArabEmirates

Football in The United Arab Emirates

The United Arab Emirates (UAE) maynot have the footballing heritage of acountry like Brazil, but this football-madnation is tremendously proud to hosttwo FIFA tournaments this year. Afterhosting the FIFA U-20 World Cup 2003,the FIFA Beach Soccer World Cup was thefirst competition to land on the countrysground this year, with the FIFA ClubWorld Cup set to take place in December.

The UAE became a member of FIFA in1972, barely a year after the country wasestablished, and joined the Asian andArab confederations in 1974. The UAEhosted the sixth Gulf Cup in 1982, the12th Gulf Cup in 1994 and the 17th in2007. In 1996, the UAE staged the AFCAsian Cup, an honour they carried offwith typical aplomb.

Although the national side has beenaround for less than 40 years, the AllWhites can boast some impressiveresults. They have reached the Gulf Cupfinal on three occasions (1986, 1988,1994), and won it in 2007 in front oftheir home fans, by defeating Oman inthe final. They also reached the AsianCup final in 1996.

The following year the UAE U-20 sidequalified for the 1997 FIFA World YouthChampionship in Malaysia, but the teamdid not reach the second round. In 2003

when they hosted the same tournament,the UAE reached the quarter-finals,with one of their players, Ismail Matar,awarded the adidas Golden Ball. Withoutdoubt, however, their most impressiveachievement to date was in qualifyingfor the 1990 FIFA World Cup Italy.

UAE are considered to be one of Asiasfinest beach soccer teams after their twosuccessive AFC titles in 2007 and 2008.However, their continental success wasnot reflected on the world stage, as theyfailed to make it past the group stagesat the FIFA Beach Soccer World Cups of2007 and 2008.


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TheVenueDubai/JumeirahBeach

The emirate of Dubai is the second largestin the United Arab Emirates, after AbuDhabi. The city of Dubai, which is situatedin a sheltered bay within the Persian Gulf,is the emirates main urban centre. Dubaistarted life as a small fishing town and overtime grew into an important maritimetrade port. However, from around themid-1970s, when oil was discovered inthe area, Dubai expanded in spectacular

fashion to become one of the worldsrichest and most modern cities.

It is a leading economic hub, thanks inpart to its strategic position betweentwo other financial powerhouses:Singapore and London. Also well knownare its tourist resorts, vast numbers ofhigh-end retailers and numerous high-rise buildings, including the worldstallest skyscraper, the Burj Dubai.It is a city of contrasts, with flavours of

both East and West, the desert and thecity, the cutting-edge and the traditional.Indeed, the citys ancient and historic zonesremain alive and well alongside its brightlights and futuristic nature. Visitors canget a feel for Dubais roots by taking intraditional markets where they can findexamples of native craftsmanship, or byvisiting the Heritage Village, located atthe mouth of Dubai Canal which splitsthe city in two and is a key transportthoroughfare. The Al Fahidi fort, whichwas built in the 19thcentury, housesthe Dubai Museum, where remains canbe found of the various civilisationsthat inhabited the area, going back anastonishing 4,000 years.

Indeed, it is well worth stepping outsidethe citys modern sphere and tastingthis contrasting side of Dubai, withexperiences of both worlds combiningto make for a fascinating stay.

The sands of Jumeirah beach were thesetting for the 16 national teams biddingfor glory at the FIFA Beach Soccer World

Cup 2009. Located in the citys south-west, Jumeirah is an exclusive residentialarea whose beaches are considered to beamong the areas finest.


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The draw for the FIFA Beach Soccer WorldCup took place on Thursday, 27 Augustat the Dubai World Trade Centre.

Conducted by Joan Cusc, a member of theFIFA Futsal and Beach Soccer Committee,the draw featured some big names fromthe football world. Joining France 1998and UEFA EURO 2000 winner ChristianKarembeu on the stage was Spainshugely talented beach soccer captainRamiro Amarelle, the adidas Golden Balland Silver Shoe winner at Marseille 2008,and local hero Backhit Saad, a formerprofessional footballer and now a keymember of the UAE team.

Portugal coach Jose Mateus, Russia bossNicolai Pisarev and Marcelo Mendes,the coach of host nation United ArabEmirates, were in the audience at theSheikh Rashid Hall, as was Brazilianbeach soccer idol Bruno Malias, three-time world champion with the Seleo.


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TheDraw


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Brazil reign in Dubai

The latest FIFA Beach Soccer World Cupended in familiar fashion on Sunday, withBrazil seeing off Switzerland to collectthe trophy for the fourth year running.The European newcomers had no answer toa hugely experienced Seleo, containingsix players who were contesting theirfourth decider.

This was Benjamin, Betinho, Buru, Mao,Sidney and Andres fourth appearance inthe finals of the FIFA Beach Soccer WorldCup and it was a memorable one fortheir side, as the awe-inspiring Brazilians

became the beach soccer champions ofthe world once again.

With the Brazilians leading 8 1 and easingoff slightly towards the end of the final,Switzerland took advantage to make thescoreline a little more respectable. Thefive goals they eventually scored weremore than the Brazilians had ever concededin the final before, with each strikebeing celebrated enthusiastically by theEuropean underdogs.

However, unfortunately for the Swiss itwas a case of too little too late and theBrazilians ran out 10-5 winners.


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ClosingCeremonyandFinalGame

Fireworks light up the night

Showing their appreciation for a fantasticevenings entertainment, with 36 goalsbeing scored in the days two games, thetournament organisers laid on a superb

fireworks and lights show, filling thebeach with lasers recreating a beachsoccer match. The spectacle was sogood that even the celebrating Braziliancontingent set aside their samba drumsfor a few minutes to take it all in.


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adidas presented the following awards

As is customary at all FIFA events, the outstanding individualplayers of the FIFA Beach Soccer World Cup 2009 receivedawards from FIFA Partner adidas.

The top goalscorers received the Golden, Silver and BronzeShoes, while the best players were selected by the media toreceive the Golden, Silver and Bronze Balls.

The Golden Glove award went to the most outstandinggoalkeeper of the tournament, selected by FIFAs TechnicalStudy Group (TSG).

FIFA Fair Play

The FIFA Fair Play award is awarded to the teams with thebest fair play record, according to a points system and criteriaestablished by the FIFA Fair Play Committee (maximum: 1,000points). The committee, which consists of members of the FIFATSG, considered the players behaviour on and off the pitch.The overall aim was to increase the level of good sportsmanshipdisplayed by players, coaching staff and spectators over thecourse of each competition.

FIFA presented the team that won the Fair Play award witha trophy, medals and a diploma, all of which could be keptpermanently. The team also received a voucher valued atUSD 10,000 which can be exchanged for a supply of adidasequipment to be used exclusively for youth team developmentin their country.


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Awards


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adidas Golden, Silver and Bronze Balls

The adidas Golden Ball award waspresented to the best player at Dubai2009, as determined by accredited membersof the media, while those players whoearned the second and third most votesreceived the adidas Silver Ball and adidasBronze Ball respectively.

adidas Golden BallDejan Stankovic (SUI)Dejan Stankovic made an indelibleimpression on all those who observedhis dominance in the air and seeminglyinsatiable appetite for goals. But his

contribution did not stop there. Hisexample inspired his Swiss team-matesto push themselves to their limits.

adidas Silver BallMadjer (POR)Madjer led Portugal through a challengingcampaign, not only by scoring goals,but also by bringing an energy andconfidence to his side that could onlyhave inspired them. His leadership in thematch for third place left little doubtthat his days of glory are far from over.

adidas Bronze BallBenjamin (BRA)Benjamins energetic performances keptBrazil pressing even in situations where

their lead was already substantial. Hisimpact is best reflected by his evencontribution of goals and assists,and the fact that he notched themost assists in the tournament.

With yet another exceptional campaign behind them, Brazilonce more returned home with the most coveted prize in beachsoccer. They also took pride in the fact that their legendary sidewas well-represented in terms of individual honours, joiningSwitzerlands devastating Dejan Stankovic on the podium.


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Awards

adidas Golden, Silver and Bronze Shoes

The leading goalscorer at Dubai 2009 wasawarded the adidas Golden Shoe, whilethe second and third highest goalscorersreceived the adidas Silver Shoe and adidasBronze Shoe respectively. Three-timeadidas Golden Shoe winner Madjer struck21 goals in 2006, still a tournament record,but was compelled to yield the top honourthis year.

adidas Golden ShoeDejan Stankovic (SUI)Dejan Stankovic simply delighted thesupporters on Jumeirah Beach, twicescoring four goals in a match. Hisimpressive output of 16 goals exceededthat of anyone else at Dubai 2009,while his picture-perfect overhead kicksprovided the icing on the cake.

adidas Silver Shoe

Madjer (POR)Madjer began brightly with a hat trickin Portugals initial match against theUnited Arab Emirates. His two-secondgoal against the Solomon Islands wasamong to the tournaments best. Andhis five-goal flurry in the match for thirdplace was simply a sight to behold.

adidas Bronze ShoeBuru (BRA)Buru proved, as ever, a solid contributorto the Brazilian cause. His balanced goaland assist figures only partially reflected

his value on the pitch, though. His inspiringplay and spirit helped the legends ofbeach soccer turn in yet another stellarperformance. And his two-second goalagainst Bahrain was also up there withthe best of the tournament.

adidas Golden Glove

The adidas Golden Glove was awardedto the best goalkeeper of the tournament,as determined by the FIFA TechnicalStudy Group (TSG). At Dubai 2009,the performance of Brazils Mao, who

frustrated opponent after opponent,was adjudged to be second to none.

FIFA Fair Play award

The FIFA Fair Play award recognisedthe team with the best record ofsportsmanship, as assessed by TSGduring each match according tospecific criteria. In recognition of theirexceptional and identical scores, theFIFA Fair Play award for Dubai 2009 wasbestowed upon Japan and Russia, bothprevious recipients.


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This is the fifth time that thistournament has taken placeunder the FIFA umbrella,three times in Brazil, thento France and now here inDubai. Congratulations to

the LOC, to Salah Tahlak andDr. Khalid Al Zahed for yourwork. It is amazing whatwere seeing, as interestaround the world in beachsoccer continues to grow.What has happened hereis important for the growthof the sport.Jrme Valcke, FIFA Secretary General

Thanks to God and thiswonderful group of playerswe have been able to winour fourth title. We wonbecause of our togetherness,our respect for each otherand the love that there is inthe camp, and this fourthtitle is reward for all ourhard work. Wed like todedicate it to our families,the people of Brazil and toeveryone who has supportedus along the way.Benjamin, Brazil captain

Very excited. It feels like we are worldchampions for the first time. Every WorldCup is a challenge. This felt amazing.Bruno, Brazil


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QuotesandReflections

Its a pleasure to win against a great team.We showed great confidence, its an honourto have any trophy.Madjer, Portugal

We were disappointed with the start but itsbeen an amazing 7 days. Its been a greatexperience. We lost but Brazil are the bestteam in the world and reaching the final hasbeen great for us. I shaved my hair becauseI promised everyone if we reached the finalthe hair will come off.Stephan Meier, Switzerland


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MarketingStructure

FIFAPartners/NationalS

upporters


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The FIFA Beach Soccer World Cup is theonly FIFA event to provide perimeterboard exposure via rotating advertisingboards. These were used on the mainpitch, on. On pitch 2, static boards wereused. FIFAs Partners were assured ofat least 04.30 minutes of exposure permatch, with rotations of 00.40 seconds.National Supporters and FIFA messageswere guaranteed a minimum of 02.30minutes of exposure, with 00.25 secondrotations.

For facts and figures relating to thetelevision exposure generated by FIFAsCommercial Affiliates at this event pleaserefer to FIFAs Marketing Researchdatabase (password-protected), the F.A.N.

http://fan.sportundmarkt.com



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MarketingStructure

PerimeterBoards


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MarketingStructure

PerimeterBoards


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MarketingStructure

AdvertsinOfficialProgra

mme


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FIFA Partners received valuable on-siteadvertising exposure on the two giantscreens within the main stadium atthe FIFA Beach Soccer World Cup. ThePartners chosen adverts were integratedinto the infotainment programme andshown on the big screens.


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MarketingStructure

InfotainmentAdverts


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As in the past at the FIFA Beach SoccerWorld Cup, adidas provided 150 additionalofficial uniforms to all members of theFIFA delegation and the FIFA staff. adidasalso supplied uniforms to several differentgroups involved in the tournament:

PLAYE

RES

CORTS


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MarketingStructure

adidas

VOLUNT

EERS

BALL

KID

S

REF

EREE

S


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MarketingStructure

adidas

adidas provided the official matchball forthe FIFA Beach Soccer World Cup. TheTerrapass Praia was the model used in thisyears edition, a ball which was designedspecifically for the requirements of beachsoccer. It is softer than the average footballand specially crafted with embeddedseams making it more comfortable forthe bare-footed footballer. The ball ispart of the FIFA Quality Concept and hasbeen stringently tested under criteriauniformly applied to all matchballs forFIFA events. 136 Terrapass Praia balls weresupplied for matches in the tournament,with 160 provided to competing teamsprior to the tournament and 160 for theteams on site.

adidas had further on-pitch exposurethrough their kit supplier deals with fiveof the competing nations. Players andofficials from Argentina, Nigeria, Russia,Spain and Uruguay all wore adidas kitthroughout the tournament.


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At the FIFA Beach Soccer World Cup, bothadidas and Coca-Cola activated the usedmatchball programme.

adidas collected one match ball fromthe opening match, both semi-finals

and the final whilst Coca-Cola receivedone ball from each of the quarter-finals, semi-finals and the final. BothFIFA Partners then used the balls forpromotional purposes.


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MarketingStructure

adidas/Coca-ColaUsedM

atchballProgramme


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In the hot and humid conditions at theFIFA Beach Soccer World Cup in Dubai itwas important that there were enoughdrinks on hand for all those involved inthe tournament. Coca-Cola as usual dida great job in providing more than 70,000drinks to various groups of people duringthe tournament, including the LOC,competing teams, VIPs, FIFA staff, referees,the youth programme, volunteers andpitchside photographers.

The following Coca-Cola products wereavailable as part of the VIK allocation:


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Coca-Cola


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Coca-Cola Water Girls

Coca-Colas water girls were out in forceduring the tournament, refreshing fansbetween the games by spraying them

with water pistols.

Coca-Cola National Flag Bearers

Coca-Cola was responsible for recruitingall national flag bearers for the FIFABeach Soccer World Cup. They carriedout this recruitment on a local level,with 35 children being given the chanceto take part. The lucky ones chosen forthis programme were responsible forcarrying the flags of the two competingteams on to the pitch before the game.


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Coca-Cola

Coca-Cola Commercial Display

Coca-Colas commercial display consistedof an inflatable football pitch where fanswere invited to show off their footballskills. Fans were given a photographof them performing their tricks as a

memento of their experience.


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Emirates Commercial Display

Emirates activated their commercialdisplay with a Goalstriker competition.Fans were invited to test their shootingskills by taking shots at a virtual wallwith a goalkeeper. Each competitor wasawarded with a certificate showing theirresults along with an Emirates premium.


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Emirates

Emirates Medal Girls

Emirates ensured their presence in thevery final stages of the FIFA Beach SoccerWorld Cup 2009 by having the Emiratesmedal girls presenting medals to thevictorious Brazilian team. This ensuredthat the airline had strong brand exposurein one of the most emotional momentsof the tournament.


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Hyundai VIK

Hyundai played a crucial role intransporting all teams and officials,members of the FIFA delegation andthe LOC around Dubai during thetournament by providing 41 vehicleswhich were exclusively for event use.

Hyundai provided 6 Veracruz models,10 Santa Fes and 25 Starex models.


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Hyundai

Hyundai Commercial Display

Hyundai activated their commercialdisplay in a multitude of different ways.Every day they released 1,000 brandedballoons into the Dubai skies, as well asrunning a competition where fans had toguess how many footballs were packedinto one of the Hyundai vehicles onsite.The fan who guessed closest to thecorrect number won a prize.

In addition, Hyundai had further vehicleson display, as well as a branded boothand staff in Hyundai uniforms whodistributed premiums to visitors to theevent.


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Sony

Sony VIK

Sony provided laptop computers for allFIFA staff at the tournament.

Sony on FIFA.com

Sony presented the Goals of thetournament and the Match highlightssections of FIFAs official FIFA BeachSoccer World Cup platform on FIFA.com.

Sony-branded photographer bibs

All pitch-side photographers at the FIFABeach Soccer World Cup wore SonyAlpha-branded bibs.


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Sony FIFA Flag Bearers

Local school children were recruited by Sony to be the FIFA

flag bearers at the event. Sony recruited the children fromschools that participate in the Sony Dubai Schools FootballLeague. The children entered a competition by writing anessay about why they wanted to be a flag bearer, whichwere then judged by the schools. The competition winnerswere then announced and given a once-in-a-lifetimeopportunity to carry the FIFA flag on to the pitch beforeeach match in the tournament.


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SonyFIFAFlagBearers


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Visa activated a two-week pre-sale periodbefore tickets went on sale for the FIFABeach Soccer World Cup during whichonly Visa cardholders had the right topurchase tickets.

In addition, Visa had additional brandexposure through point-of-sale advertisingmaterial which was placed at ticketingcentres, concession stands, at the fan shopand in the FIFA hotel.


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Visa


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NationalSupporters


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As well as exposure on the perimeterboards at the FIFA Beach Soccer WorldCup and an advert in the official matchprogramme, each of the events NationalSupporters had a commercial displayarea within the stadium perimeters.

National Supporter RTA (Road andTransport Authority) laid on additionaltransport for fans, taking fans free ofcharge across the water from JumeirahBeach Park to the World Cup stadium atUmm Suqeim beach. This was the firsttime that a maritime mode of transporthad ever been used to take spectators toa sporting event in the UAE.


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NationalSupporters


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FIFAs exclusive worldwide master licensee, Global BrandsGroup, activated merchandise selling at the FIFA Beach Soccer

World Cup through AEG, their on-site concessionaire. Themerchandise stand was positioned in the commercial displayarea and sold a wide range of event merchandise, as well asa selection of 2010 FIFA World Cup items.


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ramme

OfficialMerchandise


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Ticketing

One of the main successes of the FIFABeach Soccer World Cup was the spectatorattendance levels with over 100,000spectators attending matches over theduration of the tournament. The ticketoperation during the event went verywell, with large crowds attending the

evening games.

Tickets were free of charge until thesemi-final stages of the event with semi-final tickets sold at AED 70 (USD 19) andfinal tickets costing AED 100 (USD 27).

VIP tickets were also available for purchase,with different options available. Ticketswere sold at prices of AED 195 (USD 53),AED 295 (USD 80) and AED 395 (USD 103).

Hospitality

VIP and VVIP hospitality was hosted inan extremely impressive lounge. Thequality of the facilities and the cateringwas outstanding.


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TicketingandHospitality


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OutdoorMedia/Stadium

Dressing


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CommercialAffiliatesOn-siteExposureFIFAs Commercial Affiliates were

guaranteed further on-site exposure atthe FIFA Beach World Cup via an arrayof on-site advertising tools. The logos ofFIFAs Partners and National Supporterswere displayed on composite towers, atthe entrance to the fan park and on mediabackdrops. In addition, they were placedon various print materials such as theevent guide distributed by FIFA, tickets,

accreditation and match schedules.


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YouthProgramme

Whilst FIFA Partners Coca-Cola and Sony activated some areasof the Youth Programme, the Local Organising Committeewere responsible for the recruitment of FIFA Fair Playflag bearers, ball kids and player escorts. This was a greatopportunity for the LOC to integrate local children into theevent and provide them with an unforgettable experience.


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The 32 matches of the FIFA Beach SoccerWorld Cup 2009 television broadcastwere transmitted live via a world satellitefeed. In all, the rights were acquiredby broadcasters and agencies across199 territories.

In the UAE, all 32 matches were shownlive on pan-regional satellite broadcasterArab Radio and Television (ART) as well

as on free-to-air terrestrial broadcasterDubai Sports Channel.

International coverage included 29matches broadcast live across 55 Europeanterritories on Eurosport International andEurosport 2. All 32 matches were shownlive across 22 Middle East and NorthAfrican territories by pan-Arab satellitebroadcaster ART. In sub-Saharan Africa,all matches were shown live by pay TVsports channel SuperSport.

Viewing figures were not finalisedat the time of going to press, but willbe comprehensively covered in theforthcoming TV report.


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TV


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Media

The worlds media were present atthe FIFA Beach Soccer World Cup withrepresentatives from both internationaland domestic media covering thetournament. All accredited media membershad access to the tournaments mediacentre where they had access to all facilitiesrequired to carry out their work.

139 international and domestic mediarepresentatives covered the FIFA BeachSoccer World Cup Dubai 2009:


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Complete match coverage

With editorial team members attendingevery match, the coverage wascomprehensive. Each of the six matchdays was accompanied by a previewarticle and a review of all the action at theend of the day. Each of the 32 matcheshad its subsequent match summaryand quotes from coaches and players,in keeping with FIFA.coms coverage ofeach and every FIFA event since the 2002FIFA World Cup Korea/Japan.

Features

In addition to match previews andsummaries, journalistic coverage of thetournament included several featurestories, such as player/coach interviews,provided on a daily basis by the on-siteeditorial team, who kept in close contactwith the teams, coaches and mediapersonnel at the venue.

Team profiles

Each of the 16 teams bound for Dubaiwas highlighted with a comprehensiveteam profile on FIFA.com. The profilesfocussed on general squad information,the road to Dubai, performances inprevious tournaments and quotes fromthe team regarding the event. Some ofthe teams were also contacted by FIFA.com editors prior to their arrival in Dubaifor exclusive feature pieces.

Statistical information

Crucial statistical information such as topscorer charts, the official match schedule,official FIFA match reports, referee lists,regulations, tournament committeemembers, results and standings wereaccessible on FIFA.com throughout thecompetition.


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NewMediaFIFA.com

TOURNAMENT PERIOD PVs % OVERALL TRAFFIC (PVs)

FIFA Beach Soccer World Cup 2009 13/11 25/11/09 4,726,081 3%

Media section

In addition to FIFA.coms own editorial/journalistic coverage, members ofthe world media had total access toaccreditation information, official FIFAmedia releases, match data and statisticalinformation on the site via the FIFAMedia Channel.

Special Features

FIFA.com also ran a host of exciting,exclusive special features including:

Video highlightsFIFA.com offered free video highlightsto fans all over the world. Shortly afterthe final whistle of all 32 matches, ahigh-resolution, two-minute video withevery goal and all the exciting incidentsof the contest was made available.

Live video streamingFIFA.com also offered free live videostreaming of the 32 matches in certainterritories.

EMIRATES MatchCastAs with all other FIFA events, FIFA.com

provided a real-time match ticker,providing the score and significantevents from all the 32 matches asthey happened.

PhotosIn addition to full journalistic coverage,FIFA.com provided exclusive photographiccoverage of the competition. Photogalleries showing all the action fromthe tournament were available on thesite while the games were in progress.


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PressClippings


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The race to host the 2011 and 2013 FIFABeach Soccer World Cups is wide open, with13 countries having submitted bids to hostthe events. The member associations thatsent the Bid Registration forms to FIFAby the deadline of 1 September for oneor both competitions are, in alphabeticalorder: Argentina, Azerbaijan, Brazil,Chile, Costa Rica, Italy, the Netherlands,Oman, Poland, Russia, South Africa,

Switzerland and Tahiti.

The initial list of bidders for both FIFABeach Soccer World Cups is longer thanever and the diversity and quality ofthe contenders will make this a veryinteresting selection process. The interestshown proves the importance of theFIFA Beach Soccer World Cup as a trulyuniversal event and demonstrates theglobal influence of this competition toachieve positive change, in line withFIFAs development claims for the sport.

The next step in the process will come on

15 January, when member associationswill submit the signed Hosting Agreementstogether with the relevant informationon event experience and countryinfrastructure. The final decision will bemade by the FIFA Executive Committeein March 2010.

Jrme Valcke, FIFA Secretary General


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