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!