DFB WirtschaFtsDienste consulting & sales services Foreword Ladies and gentlemen, Friends of sport, friends of football, IMPRINT Publisher: DFB-Wirtschaftsdienste GmbH Consulting & Sales Services Otto-Fleck-Schneise 6 60528 Frankfurt/Main Managing Directors: Stefan Ludwig, Denni Strich Tel.: +49 (0) 69 6788-0 Fax: +49 (0) 69 6788-292 Mail: consulting-services@dfb.de www.dfb.de / www.dfb-services.com Content: Stefan Ludwig, Denni Strich Coordinators: Daniel Gutermuth, Thomas Ehemann And the winner is Germany these historic words, uttered twice within a month by FIFA President Joseph S. Blatter, presented us with the unique opportunity to stage two major international tournaments in Germany within the space of five years: the 2005 FIFA Confederations Cup, the 2006 FIFA World Cup, the 2010 FIFA U-20 Women s World Cup and the 2011 FIFA Women s World Cup. Long after the tournaments ended, the legacy of those words lives on in the form of host cities, stadiums and a public passionate about football. But it s not just the fantastic stadiums, some of which are still among the most modern in the world, which remain from 2006. More importantly, we were able to prove to the world that we can host a great party with a welcoming atmosphere. The same goes for 2011, when Germany became a shop window for women s football, increasing the game s international standing immeasurably. Of course none of these successes were guaranteed. They were the result of years of preparation, meticulous planning and various concepts, projects and strategies. How could we provide the most modern sporting arenas? How could we get the public behind the World Cup idea? How could we maintain the wave euphoria long-term? What resources would be required and which networks could we make use of? What were our obligations and what could we do to add that little bit extra? We managed to find the answers to all these questions, and now we re offering to share our experiences with you, as potential hosts of future events. DFB-Wirtschaftsdienste GmbH Consulting & Sales Services provides support for all your organisational needs. Challenge us! Best wishes Wolfgang Niersbach General Secretary of the German Football Association 2 3
Background The business DFB-Wirtschaftsdienste GmbH is a 100 per cent subsidiary of the DFB (German Football Association) e.v. DFB-Wirtschaftsdienste GmbH Consulting & Sales Services initial area of business lay in the commercial usage of the DFB name and logo, as well as images of the national team and national team players. Alongside standard licensing and merchandising duties for the DFB, the company is also responsible for the national and international marketing of the association s services, products and content. As a result of the DFB s experience in the organisation of international football matches and major tournaments, the team led by managing directors Stefan Ludwig and Denni Strich is now focusing on applying their considerable organisational expertise to other areas. Aside from the managing directors, all staff have extensive personal experience in the organisation and execution of major sporting events. The German Football Association (DFB) The German Football Association was founded on 28 January 1900 in Leipzig and, with over 6.7 million members comprising almost 26,000 clubs and more than 180,000 teams, remains one of the largest football associations in the world. The association s greatest sporting successes include three FIFA World Cups, three UEFA European Championships, two FIFA Women s World Cups and seven UEFA Women s European Championships. The German Football Association hosted the 1974 and 2006 FIFA World Cups and the 2011 FIFA Women s World Cup, as well as the 1988 UEFA European Championships and the 1989, 1995 and 2001 UEFA Women s European Championships. In its capacity as an umbrella organisation, DFB-Wirtschaftsdienste GmbH Consulting & Sales Services has assembled a number of specialist teams capable of working in various constellations for our clients. 4 Stefan Ludwig Denni Strich 5
DFB WirtschaFtsDienste consulting & sales services Stadiums Cities Financial authorities PARTNERS Clubs The catalogue of requirements from FIFA and other associations throw up a multitude of questions with regard to planning and execution: Are the requirements feasible? Can the requested services be fulfilled within the given budget? Which additional revenue streams are available to organisers and hosts? Any potential success is also dictated by factors such as cost efficiency and the satisfaction of all partners and stakeholders. Regional institutions Governments Partners and Stakeholders Your targets Our solutions Increased organisational requirements, higher demands for quality from both internal and external stakeholders and the public, sustainable event planning and execution, as well as budget control are just some of the modern challenges facing the organisers of major sporting events, national and regional governments, host cities, stadium operators as well as national and local institutions. There s no need to reinvent the wheel for every new event. We can supply existing solutions from previous tournaments to help you avoid any potential mistakes, some of which we made ourselves over the years, and develop an optimised approach tailored to your local parameters. We offer support to national and regional governments, host cities, associations and organising committees in dealing with their individual requirements. Drawing on our know-how and prior experience from previous World Cups, we are able to support our partners in the complete planning and execution of major sporting events. The fairytale of 2006 and the Women s World Cup of 2011 have shown that in spite of extensive requirements, difficult conditions and limited financial budgets, World Cups can be staged with both sporting and economic success. We are able to apply our expertise to local structures so that our clients are able to fulfil their individual requirements and satisfy specific target groups (teams, media, honorary guests and supporters) and partners (sponsors, governments and other authorities) with customised solutions. Media Sponsors Supporters TARGET GROUPS Target groups Honorary guests Teams 6 7
DFB-Wirtschaftsdienste GmbH Consulting & Sales combine that knowledge into expert teams which are able to solve specific problems and tasks. Why DFB-Wirtschaftsdienste? Through hosting the 2005 FIFA Confederations Cup, the 2006 FIFA World Cup, the 2010 FIFA U-20 Women s World Cup and the 2011 FIFA Women s World Cup, the various DFB Organising Committees have gained enormous experience over the past few years. Our clients profit from the practical experience of our employees, who have all been actively involved in the planning and execution of World Cups and other major sports events. We are able to make use of the DFB s existing structures, networks and experience, as well as its various service partners. The DFB is also actively engaged in the promotion of international sport, the support of worldwide development programmes and the growth of football s global infrastructure. The DFB provides technical, organisational and personal expertise and encourages the exchange of information, knowledge and training throughout its extensive international networks. The experience and services provided by DFB-Wirtschaftsdienste are geared towards the international promotion of sport: As opposed to conventional consultancies, we invest part of our revenue into the growth of sport. 8 9
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Our services portfolio Our range of services covers all areas and phases of the organisation of major sporting events. Our customised solutions are designed to support you from the formation of an organising committee right through to the last kick of the tournament. General coordination General coordination is the foundation beneath the organisation of any tournament. We provide support in precise personnel and budget planning so that all requirements can be fulfilled both operationally and cost-effectively. Staff training, support and briefings are also part of the service. Accreditation From initial concept development to the classification of functionaries into various categories, to the partition of stadiums into different zones and the construction of accreditation centres and access control systems, our service portfolio has it covered. Constantly aware of the scale and requirements of the event, we ensure that accreditation is a help during the tournament, not a hindrance. Host Cities A modern infrastructure and detailed contracts including rights and obligations are imperative for the cooperation of host cities. We provide assistance in developing the appropriate contracts and support host cities in implementing them accordingly. Furthermore, we provide help in developing Host City Programmes in line with marketing guidelines, as well as assistance in finding the most cost-effective way of carrying out obligations in accordance with your budget. Marketing We provide support in the acquisition of partners and sponsors within the given marketing regulations, as well as the budget-friendly procurement of services from the Association of the Industrial Energy and Power Industry. Additionally, we offer support in the development of logos and branding. Media facilities The working environment for media representatives from all over the world has to be perfect whether at the stadium, in press conferences, in the press box, on the pitch or in the TV compound. As well as the athletes, keeping journalists happy is one of the most important aspects of any major sporting event. Precise technical solutions, from planning through to execution, are crucial for a successful event. 12 13
Sustainability We offer assistance in developing campaigns and strategies to ensure both professional and grassroots sport can profit long-term in the host nation. Our concepts range from working with schools and clubs to the promotion of youth and talent. PR & Communication We assist in the development of a strategic and target-oriented communication concept in order to position the tournament optimally in public and among decision-makers. Additionally, we help develop PR strategies to drive ticket sales, not to mention environmental, sustainability and social campaigns. We also offer advice on selecting the right media partners to ensure the foundations are laid for a successful tournament. Team Services The provision and supervision of teams is a basic part of any tournament. We can support you in building an effective team management system to ensure athletes and staff are looked after in the best possible way, 24 hours a day. Furthermore we help to coordinate teams travel arrangements and to guarantee the teams best possible accommodation in all host cities. We offer advice on selecting the right training bases and on creating the optimum working environment for the teams. Ticketing Ticketing is an important source of refinancing for any tournament. We offer advice in setting the right prices, developing targeted ticket products, time planning and the development of effective sales channels. Furthermore we offer support in the execution and installation of modern access systems. Transport & Traffic We offer assistance in developing a transport concept which fits your infrastructure and provide support in the creation of a custom transport management system targeted at various groups. We also offer advice on parking management. Environment Long-term sustainability, as well as the ecological and sensible use of resources, is becoming an increasingly important factor in the organisation of major modern events. Our experts can help develop an efficient environment management system, helping you to avoid, reduce and compensate for any negative effects on the environment. Volunteers Any major sporting event would be impossible without the help of volunteers. We can help you plan your requirements and in the recruitment and training of volunteers in their respective areas of responsibility. We also offer support in the efficient deployment of volunteers and how to address them effectively. 14 15
DFB WirtschaFtsDienste consulting & sales services MEDIA PR events PR and communication Media facilities TV services TICKETING Products Pricing Sales Access systems SUSTAINABILITY Campaigns Cooperation with schools and clubs Talent promotion ACCREDITATION Accreditation system Accreditation centres Access control Zoning VOLUNTEERS Recruitment Delegation Management Training TOURNAMENT ORGANISATION Referees Medical services Youth activities Infotainment GENERAL COORDINATION Budget Personnel Technical Annexes Boards Team training MARKETING Partners and sponsors Logos and branding Merchandising Licensing CITIES & STADIUMS ENVIRONMENT EVENTS Draws Countdowns Symposiums Workshops Specifications Contracts Temporary constructions Host City programme Environment management Prevention Compensation Reduction TEAM SERVICES Accommodation Travel management Team management Training bases TRANSPORT & TRAFFIC Transport management Parking management Traffic concept DFB-Wirtschaftsdienste portfolio 16 17
References 2005 FIFA Confederations Cup 2006 FIFA World Cup 2010 FIFA U-20 Women s World Cup 2011 FIFA Women s World Cup We hoped, we expected and we weren t disappointed: The Women s World Cup in Germany was the best ever. Joseph S. Blatter FIFA President September 2011 New benchmarks were set in almost every aspect of the 2006 World Cup. Angel María Villar Llona President of the Spanish Football Association July 2006 The FIFA Women s World Cup amazed me because it was an extraordinary event, organised fantastically. This tournament has set a new benchmark for women s football worldwide. Michel Platini UEFA President August 2011 By hosting this wonderful global event, our country and German sport as a whole has earned enormous respect. Germany has proven itself to be a great host in many so many different ways over the past few weeks. Dr. Thomas Bach President of the Germany Olympic Committee July 2006 I was lucky enough to be at both the 2005 Confederations Cup and the 2006 World Cup as coach of the Japanese national team, and rarely have I experienced such a fantastic atmosphere in the stadiums and the host cities. Zico Brazilian football legend March 2011 The biggest thing for me has been the warmth of feeling around Germany and just the support for the tournament - the great feeling in the cities and lots of nations coming together generally in a really good mood. There s been a party atmosphere about the country. As for the tournament itself, the Germans put on a great show - wonderful stadiums, great Hosting the 2011 FIFA Women s World Cup gave Germany the chance to stage a second World Cup after 2006. We re very grateful for the trust FIFA placed in us and repaid them by way of a unique and atmospheric tournament that has boosted women s football immeasurably worldwide. Franz Beckenbauer July 2011 It was a simply wonderful World Cup. Thousands of fans attended the matches, the atmosphere was world-class and the organisation perfect. Mia Hamm USA women s football legend August 2011 pitches, pretty much every game has been a sell-out and that s been spectacular. Gary Lineker England Football Legend August 2006 18 19
DFB-Wirtschaftsdienste GmbH Consulting & Sales Services Otto-Fleck-Schneise 6 60528 Frankfurt/Main Germany Tel.: +49 (0) 69 / 67 88-0 Fax: +49 (0) 69 / 67 88-292 E-Mail: consulting-services@dfb.de Head office: Frankfurt/Main Register court: Amtsgericht Frankfurt am Main, HRB 218 24 Managing Directors: Stefan Ludwig, Denni Strich