Organizational Structure of FIFA WC 2006 GERMANY LOC and ...

Organizational Structure of FIFA WC 2006 GERMANY 

LOC and Challenges for Host City Marketing prior to 

FIFA World Cup 2014 Brazil 

Gerhard Buchholz / Axel Klingel 

Belo Horizonte, October 2009 

© task communication gmbh 2009 

p. 1

ORGANISATIONAL STRUCTURE FIFA WC2006 LOC 

© task communication gmbh 2009 p. 2

Germany presents itself as 

� cosmopolitan 

� friendly 

� casual and cheerful 

having the motto 

„A time to make friends“ 

Philosophie 

and celebrating a football party with the world!

Data

Data

Gelsenkirchen 

51.000 Seats 

Frankfurt 

48.000 Seats 

Dortmund 

67.000 Seats 

Cologne 

45.000 Seats 

Kaiserslautern 

48.500 Seats 

Stuttgart 

54.500 Seats 

Stadia 

München 

66.000 Seats 

Hamburg 

50.000 Seats 

Berlin 

74.500 Seats 

Nürnberg 

45.500 Seats 

Hannover 

45.000 Seats 

Leipzig 

42.655 Seats

Berlin Hotel Inter Continental 

FIFA - Delegation 

LOC - Centre 

Berlin Hotel Adlon Kempinski 

VIP- Hotel 

München Messe Munich 

Media Centre (IMC – MPC) 

Gravenbruch / Ffm Hotel Kempinski 

Referee head quarter 

Head quarters

Organizational structure

Organization during 

tournament

Organizational structure 

venue LOC

CASESTUDY FIFA WC 2006 BERLIN 

- KEY LEARNINGS - 


„Die Welt zu Gast bei Freunden“ 

“A time to make friends“ 

FIFA Fussball-Weltmeisterschaft 2006 

FIFA World Cup Germany 2006 

09. June – 09. July 2006


General Positioning 

„A time to make friends“ – 


In the sports metropolis Berlin


Marketing strategy of Berlin Tourism (BTM) 

The main targets of touristic destination 

marketing have been 

• Strengthening the image of Berlin 

• Increase the awareness of a Metropolis 

• Extension of the position to hold major 

national & international sports events 

• Improvement to be internationally 

relevant



Six coloumns of touristic marketing during 

FIFA WC 2006: 

• Image 

• Location “Olympiastadion” 

• Pre- and post-event 

• Periphery 

• Transportation infrastructure 

• Concentration on “multiplicators” 

and opinion leaders



Image 

• Transfer of image dimension through 

sports experience in the stadium resp. 

via Fan Fests 

• Direction to the city’s offer – sports, 

tourism, culture, history, business

FIFA World Cup Germany 2006 - “Fan Fest Hotspots” 

1. Olympiastadion 

Spielstätte WM-Spiele 

2. Waldbühne 

Public Viewing 

3. Olympiapark 

Sportmuseum, 

Festival Talente 2006 

4. Brandenburger Tor/ 

Straße des 17.Juni 

Fan Fest/Public 

Viewing 

5. Seydlitzplatz 

Fan Camp 

6. Platz der Republik 

Adidas - Stadion/ 

Public V. 

7. Pariser Platz 

Fußball-Globus 

8. Potsdamer Platz 

Sony Center: Public V. 

Kulturforum: Public V. 

9. Mariannenplatz 

Streetfootballworld 

10. Kulturbrauerei 

Public Viewing 

11. Paul-Löbe-Haus 

Bundestagsarena 

12. Pfefferberg World 

Connection 

Public Viewing


“Fan Fest Hotspots” 

� adidas - world of football 

� Pfefferberg world connection 06 

� Waldbühne 

� Fan-Meile „Strasse 17. Juni“ 

� Sony-Center / ZDF-Arena 

� Kulturforum „Heimatklänge“ 

� Kulturbrauerei Prenzlauer Berg



Location Olympiastadion 

• Symbol 

• Famous and moved history 

• Documentation as a historic place 

• Venue for 6 matches incl. the FIFA WC 

2006 final


Schedule 

• Time span 09.06. – 09.07.2006 

• 6 matches in Berlin: 

13.06.2006 Brazil-Croatia 

15.06.2006 Sweden-Paraguay 

20.06.2006 Ecuador-Germany 

23.06.2006 Ukraine-Tunisia 

30.06.2006 Quarterfinal 

09.07.2006 Final



Pre- and post event 

• Consider the decision making for 

travelling before and after the world 

cup 

• Place large events and exhibitions in 

the time around FIFA World Cup 2006



Periphery 

• „Closed-Shop“ 

It‘s worthwhile coming to Berlin even 

without a ticket 

• FIFA WC in Berlin is an excitement due 

to the city setup and Fan Fests 

• High attraction for residents and 

visitors 

• Accompanying cultural events beside 

football



Arts- and culture programme FIFA 

World Cup 2006 TM 

• Football Globe FIFA WC 2006 

(André Heller) on Pariser Platz 

• global exhibition on „world language 

football“ 

• Exhibition „Goal! Football and 

television“ in the Filmmuseum Berlin 

• Streesoccer (streetfootballworld) on 

Mariannenplatz in Kreuzberg



Central transportation infrastructure 

• Berlin easy to reach 

• Marketing Berlin as centre of FIFA 

World Cup Germany 2006 

• HQ of German national team 

• 3 Host Cities only 90 minutes away: 

� Hamburg 

� Hannover 

� Leipzig


Berlin events 

07.06.2006 

Opening event at Brandenburger Tor 

09.06. - 09.07.2006 

Football Fest / Fan-Fest Berlin 

Straße des 17. Juni 

07.07.2006 

FIFA-Party World Cup 2006 

at Brandenburger Tor


Media 

Live the motto „A time to make friends“ 

Media as ambassadors for Berlin 

• ca. 15.000 Media representatives 

• ca. 33 Bill. TV audience 

• ca. 3 Bill. Only during final match 

• ca. 3 Mio. Stadium attendees 

• TV coverage in 215 countries



Specialties of Berlin 

• Highest quality & largest number of 

accommodation in Germany 

• „Value for Money“ 

• 1.500 Events daily 

• 183 different nationalities with 3.4 Mio. 

already living in Berlin


Berlin is European Benchmark for 

(average room rates in Euro) 

• Mailand 294 

• Paris 282 

• London 277 

• Barcelona 291 

• Moskau 188 

• Rom 185 

• Amsterdam 158 

• Madrid 148 

• Edinburgh 146 

• Vienna 129 

• Berlin 127 

• Prag 101 

• Budapest 75


Venue of the World Cup final 

HQ of German national team: 

Schlosshotel im Grunewald



Target groups 

• Mediators and multiplier 

• Foreign offices in embassies and 

service points of the DZT 

• Tourism businesses 

• Customer/visitor was not in the 

primary focus


Service and information 

Berlin info stores situated at 

• Central Station 

• “Neues Kranzler Eck” 

• Brandenburger Tor 

• Alexanderplatz 

• Pavillon at Reichstag 

• Alexa shopping mall


Service and information 

• National campaign on friendly 

behavior 

• Specific Service Center (Hotels, 

Tickets and Information) 

• Initiative „Service in the City“ 

• Berlins Service-Personal is 

prepared


Co-operation 

• Deutsche Zentrale für Tourismus e. V. 

• Tourismus-Marketing Brandenburg GmbH 

• Tourism organizations of Host Cities, 

regular alignments 

• BTM - conversion „Round Table“, as 

preparation of Berlin Senate, LOC, etc.


Tourism in Berlin 

• 14,62 Mio. overnight stays 

� +10,3% 

� international 5,03 Mio. 

� +19,0% 

� national 9,59 Mio. 

� + 6,2% 

• 6,46 Mio. incoming visitors 

� +9,1% 

Quelle: Statistisches Landesamt 2006

Development of visitors 

OVERNIGHT STAYS BERLIN 2000 TO 2008 

2.000.000 

1.800.000 

1.600.000 

1.400.000 

1.200.000 

1.000.000 

800.000 

600.000 

400.000 

Jan Feb Mrz Apr Mai Jun Jul Aug Sep Okt Nov Dez 

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 

SOURCE: Amt für Statistik Berlin-Brandenburg



Landmark Deutschen Telekom


Integration of national 

campaign for economic 

development


Partner: bboxx GmbH & M.A.X. 2001 

Service offer for visitors 

bboxx as multi functional kiosk 

M.A.X. 2001 as service provider for 

merchandising and souvenirs 

Velotaxi


Partner: bboxx GmbH & M.A.X. 2001 

Increasing quality of stay for visitors 

through: 

• Service in the City 

• „Qualitätstaxi“ 

• Language coaching in retail and 

public transport 

• Multilingual menus in restaurants 

and bars (HOGA) 

• Volunteer program 

• City Dressing

z 

Foto: G. Buchholz

z 

Foto: G. Buchholz

Final statement: 

Involvement of the local public is the critical success factor for the host city! 

Thank you for your kind attention!

INFLUENCE OF FIFA WORLD CUP 

ON A HOST COUNTRY AND THE HOST CITIES 


A FIFA WORLDCUP IS ONE OF THE BIGGEST 

GLOBAL EVENTS IN SPORT AND SOCIETY

+ 6 Bill. € 

+ 2-3 Bill € 

+ 1 Bill. € 

Quelle: Postbank Research 2006

Development of Stays 

In total and percentage of European WC participants in June und July 2006 

Absolut / % 

Quelle: Statistisches Bundesamt, Beherbergungsstatistik 2006

1. Plus 2 Million foreign visits during world cup month – 1.4 Mio. 

in June 2006 (+31%), 600.000 in July 2006 (+11%) 

2. 21 Mio. visitors to official FIFA Fan Fests, 9 Mio. in Berlin and 

1.9 Mio. in Frankfurt 

3. Total 7.2 Mio. more accommodation nights from domestic and 

foreign visitors - thereof 4.8 Mio. from abroad 

4. Moderate increase of hotel rates (3,4%), plus 1.9% turnover in 

retail in June 06 vs. May 06, high increase in public transport 

5. 11.2 % Increase in foreign currency in Germany in the year 

2006 (2.6 Bill. Euro) 

6. 2.4% GDP increase in Q2 compared to year 2005, additional 

185.000 employed 

Quelle: Statistisches Bundesamt 2006, DZT u.a.

FIFA FAN PARKS 


About 21 Mio. visitors came to visit the Fan Fests 

Hamburg 1.460.000 visitors 

Hannover 500.000 visitors 

Berlin 9.000.000 visitors 

Dortmund 400.000 visitors 

Gelsenkirchen 350.000 visitors 

Köln 3.000.000 visitors 

Leipzig 471.000 visitors 

Frankfurt 1.910.000 visitors 

Kaiserslautern 205.000 visitors 

Stuttgart 1.500.000 visitors 

Nürnberg 500.000 visitors 

München 1.002.000 visitors 

Hamburg 

Hannover 

Gelsenkirchen Dortmund 

Köln 

Kaiserslautern 

Stuttgart 

Frankfurt 

Berlin 

Leipzig 

Nürnberg 

München

KEY LEARNINGS FIFA FAN FEST 2006 

� Need for open communication between FIFA, Host City and 

Sponsors 

� Implementation of a competent organizational structure with 

clear definition of roles and responsibilities with each Host City 

and FIFA 

� Agency team should act as the interface and facilitator between 

FIFA, Host City and Sponsors 

� Cities who take actively care about the demands of the sponsors 

are in a better position against other cities 

� Public Viewing in conjunction with outdoor advertising is 

important 

� A full house on Public Viewings requires an integrated program 


IMAGE AND AWARENESS 


After event image analysis 

Germany and Germans received got marks 

Statements: 

People in Germany... 

.... are friendly 

... are helpful 

... are pleasant 

... are interested 

You got to know nice people 

We feel welcomed 

Germany is cosmopolitan 

Here is a great 

Basis: Alle Befragten / Anteile Top-2-Boxes in Prozent auf einer Skala von 1-5, prozentuiert auf gültige Nennungen 

Quelle: TNS Infratest im Auftrag der DZT 2006 

Ø 1,6 

Ø 1,7 

Ø 1,8 

Ø 1,8 

Ø 1,7 

Ø 1,5 

Ø 1,8 

Ø 1,3 

Ø 1,4

75% of visitors travelled because of FIFA WC 2006 

Quelle: TNS Infratest im Auftrag der DZT 2006

90% will recommend Germany as a country to visit 

willingness to recommend 

Quelle: TNS Infratest im Auftrag der DZT 2006

CONCLUSION ON FIFA WC 2006 

Three dimensions of success from FIFA WM 2006 TM for tourism 

Economy 

Image 

abroad 

Image 

domestic 

• Increase in overnight stays & GDP 

• Decrease in cannibalization between cities 

and institutions 

• Position Germany as destination for leisure 

and business traveler 

• Development of new target groups and markets 

• Present Germany as excellent location 

• Identify tourism as factor for location 

marketing 

• Self-confidence and hospitality 

• Germany as destination 

Sustainable 

results

OBJECTIVES & HOST CITY AGREEMENT 


OBJECTIVES 

Positioning to be a 

destination of tourism 

Superior Objectives – 

increase the public awareness 

Supporting Objectives – 

local / regional involvement 

Creation of a beneficial 

legacy 

Demonstration of the 

ability to host a major 

sport event 

2014 FIFA World 

Cup 

Host City 

Strengthening the 

organisational integrity 

and viability 

Positioning among the 

top Brazilian 

municipalities in the 

public awareness 

Strengthening the 

citizen participation 


The task is to develop a sustainable communication strategy in order to 

create a lasting Social, Sporting & Environmental Legacy 

Other 

Intangible 

Benefits 

� Sense of National 

Pride/ Unity 

� Raising profile & 

reputation 

� Feel-Good Factor 

Environmental 

Legacy 

� Beautification 

(Heritage Parks, 

National Parks) 

� Green Environment 

� Urban Regeneration 

Economic 

Legacy 

� Direct Benefits 

� Event specific (Tourism, 

Infrastructure, Tax) 

� Indirect (Multiplier effect) 

� Induced (Increased Spend) 

Legacy 

Sporting 

Legacy 

� Grass Roots 

� Infrastructure 

� Elite Performance 

� HR Development 

� Commercialization 

Social Legacy 

� Education 

� Peace Building 

� Health Promotion 

� Children’s Rights 

� Community Revitalization 

� Anti-discrimination & Social 

Integration

SERVICE OFFER 

task communication gmbh 


SERVICE OFFER task communication gmbh 

As a result of our proven experiences and the fact of heading up a group of 

experienced experts we can offer a full-service support to the 2014 World 

Cup Host Cities: 

• implementation and controlling of rights and obligations according to the 

Host City Agreement 

• develop a master plan to integrate and coordinate all activities and 

projects concerning the 2014 FIFA World Cup 

• negotiation and controlling of co-operations with potential sponsors 


SERVICE OFFER FOR A HOST CITY 

• strategic consulting, concept development and implementation of 

• business plan 

• a positioning and marketing concept for regional, national and 

international markets 

• public performance and public relations of host cities 

• innovative regional, national and international campaigns 

• entertainment programs and hospitality areas 

• extensive analysis and benchmarking results of 

• former FIFA World Cup host cities 

• suitable international markets 


SUPPORT BY task communication gmbh 

HOST CITY 2014 FIFA WORLD CUP 

task communication could act as the interface and facilitator between the FIFA, LOC, host city and sponsors: 

Consult and control the implementation of a 2014 World Cup department at the municipality of the city 

Develop master plan to integrate and coordinate all activities and projects concerning FIFA World Cup 2014 

Monitor and supervise the requirements by the FIFA host city agreement 

Enable the implementation of best policies, processes and practices 

Plan and evaluate municipal programs for the 2014 World Cup 

=> Fulfillment of obligations and exploitation of rights for the host city 

SUCCESSFUL IMPLEMENTATION OF HOST CITY MARKETING 


SERVICE 

SponsorMarketing 

• Development of contract 

concepts 

• Portfolio development 

• Controlling of rights 

Naming Rights 

• Consistent evaluation of 

stadium naming rights 

• Rights packaging 

• Negotiation with 

properties 


Sports marketing 

implementation 

Planning, development and 

implementation of 

• sponsoring activities 

• stadium activities 

• marketing activities 

• print media & advertising 

Wide-spread 

Networking 

• co-operation with 

national & international 

top market players 

• large number of project 

specialists 

SERVICE PORTFOLIO task communication 

Associations, Clubs 

& Marketers 

• General consulting 

services 

• Analyses of national and 

international markets 

Commercialization 

of Stadia 

Development and 

implementation of 

concepts with the focus 

on naming rights 

Communication 

• Management of Public 

Relations activities 

• Creation of a sales 

platform for B-2-B und 

B-2-C purposes 

Hospitality- & 

Event-Concepts 

Benchmarks & Best 

Practice of Hospitality at 

selected stadia incl. 

public ticketing & 

catering concepts. 

p. 64

TEAM 

Axel Klingel – Managing Director 

• German (native), English (fluent), Spanish (good basics), French (basics) 

• Over 14 years in management, sales & marketing positions in multinational companies (retail, 

consumer goods & financial services). Deep operational experience of global sports business 

with multiple international project leaderships, especially in the area of football/soccer 

Nicole Angermeier – Senior Sponsoring Consultant 

• German (native), English (fluent) 

• Over 7 years in sports marketing with profound experience and knowledge in implementing 

Naming rights and sponsoring portfolios. Key competences are Hospitality Development and 

Management, Event Management, Client Service/Relationship, Contract Management, 

Budgetary Control and Management 

Christian Hein – Junior SponsorMarketing Specialist 

• German (native), English (fluent), Spanish (advanced) 

• Over 4 years experience in Event Management and Sponsorship Implementation with the FIFA 

World Cup 2006 Organizing Committee. Profound experience and knowledge in sports 

marketing and sponsoring especially with stakeholders like FIFA, German Football clubs, 

German Handball clubs and other international sports federations. 


p. 65

Obrigado - 

Thank you for your kind attention! 


CONTACT 

task communication gmbh 

Schragenhofstr. 35, Haus C 

80992 München 

Germany 

Tel.: +49 (0)89-90900 2781 

Fax: +49 (0)89-90900 2772 

E-Mail: info@task-communication.com 

www.task-communication.com

Organizational Structure of FIFA WC 2006 GERMANY LOC and ...

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