Eick-(Blood) Boosting Profits

(Blood) Boosting Profits
FIFA under Global Neoliberalization
Volker Eick, Berlin
›Seminário Nacional Metropolização e Megaeventos:
Os Impactos da Copa do Mundo e das Olimpíadas nas Metrópoles Brasileiras‹
Observatório das Metrópoles, Rio de Janeiro, Brazil
10 a 12 de dezembro de 2013
Volker Eick – Freie Universität Berlin – John F. Kennedy Institute – Department of Politics
(Blood) Boosting Profits
(A) Neoliberalizing Sports
Liberalization – Deregulation – Privatization –
Neoliberalization and its others
(B) The 2006 FIFA World Cup
Securitization
(C) The 2006 FIFA World Cup
Commercialization
(D) Policing (Transnational) Protest
From Fan Miles to Protest Policing
(E) Concluding against FIFA and IOC
FIFA shapes and is shaped by neoliberalization
FIFA shapes and is shaped by the urban form
FIFA shapes and is shaped by a new mode of governance
FIFA functions as experimental ground for policing
(A) Neoliberalizing Sports
Liberalization – Deregulation –
Privatization – Neoliberalization and its
others
Neoliberalizing Sports
• Neoliberal Glocalization…
Liberalisation – promote free competition
Deregulation – reduce role of law and state
Privatisation – sell off public sector
Market proxies in residual public sector
Internationalization – free inward and outward flows
Lower direct taxes – increase consumer choice
… and the World Cups
Liberalisation – athletes as entrepreneurs
Deregulation – role of FIFA, IOC, etc.
Privatisation – stadia, sport clubs, new leagues
Market proxies – fan miles, public viewing
Internationalization – sport clubs as TNCs
Lower direct taxes – tax-free: FIFA, IOC, etc.
Neoliberalizing Sports
The Fédération International de Football Association
(FIFA) is registered as a nonprofit organization. It is
shaped by and shaping ›actually existing neoliberalism‹.
At the same time it is a neocommunitarian organization
aiming at profit maximization by its main product, the
World Cups.
There is no comprehensive definition of nonprofits, but
relevant characteristics include:
• formal (professional) independent societal organizations
• primary aim to promote common goals
• exist at the national or the international level
• exempted from tax-payment
• not allowed to generate profits other than for nonprofit
purposes
• purposes have to be fixed in a constitution.
Neoliberalizing Sports
Liberalization
The FIFA is the head of the ›football family‹ and heralds
free competition in football.
a market-based football industry under the rules and
regulations of the FIFA (internally, an autocratic system)
started as an Old Boy Network in 1904, developed from the
1980s onwards into a profit-generating corporation
João Havelange (FIFA)
ambiguity: a nonprofit shaping and shaped by profitable
markets, state and non-state actors – a neocommunitarian
kind of capitalism under which FIFA sets the rules
Neoliberalizing Sports
Deregulation
›paradigm of conflict‹: independence of nonprofits is
effectively eroded and turned them into an ›arm‹ of the
state apparatus; on the other hand, ›paradigm of
partnership‹: nonprofits as operating in a niche created by
the failure of market and state
FIFA neither failure of market nor state: FIFA has been
able to conquer a civil society activity
Sepp Blatter (FIFA)
FIFA defines its own ›private‹ rules and therefore reduces
the role of the state, at the same time it aims at regulating
free competition (by contesting current public legislations)
Neoliberalizing Sports
Privatization
privatization in the case of FIFA not the sell off of public
sector but commodification of practices of civil society
»Marketing rights mean all rights of exploitation (in
whatever form) of all types of advertising...« (Regulations
2006 FIFA World Cup)
Eike Batista (EBX Group)
since 1986 commercial logos: jerseys and shorts (1986),
socks and goalkeeper's gloves (1994), goalkeeper's caps
(1998), thermal shorts, wristbands (2002)
since 1998 neither Regulations nor Statutes kept track of
distribution of financial proceeds and FIFA's relative share
Neoliberalizing Sports
Market proxies
public viewing areas can be either understood as
temporary privatization of public space or as introduction
of market proxies into public space
take-over of public space by FIFA as attempt to safeguard
the exclusive rights for ground-advertisement space
parts of the ›coalition of the willing‹ – state, nonprofit, forprofit members of ›football family‹ – transform into
›coalition of the billing‹: FIFA& its member organizations
José Maria Marin (FIFA)
we might even define the FIFA as the personate
embodiment of a market proxy
Neoliberalizing Sports
Internationalization
FIFA as supra-national organization sets rules; direct link to
local sport clubs: ›glocalization‹
›wedding‹ of football, television and commercialization
starting with 1954 World Cup in Switzerland
FIFA today has 208 member organizations and thus more
members than the United Nations organization
Juan Antonio Samaranch (IOC)
FIFA profits grew from 20,000 EUR in 1930 to 1.1 billion
EUR at the German World Cup in 2006
Neoliberalizing Sports
Lower Direct Taxes
»an international nongovernmental, nonprofit organization
in the form of an association according to Swiss law«
2006 profits include: 40 mill. EUR from each of the 15
exclusive sponsors, 13 mill. EUR each from the 6 national
sponsors, 230 mill. EUR from German TV ARD and ZDF
Thomas Bach (IOC)
75% of profits are redistributed to member associations –
exemplification of ›neocommunitarianism‹
FIFA financed host cities with 300,000 EUR each; DFB
received 28.25 million Euro
Neoliberalizing Sports
Neocommunitarianism
FIFA aims at limiting free competition in setting rules
within its organization (institutionalized monopoly)
at the same time, FIFA promotes neoliberal marketing
(for its for-profit purposes); regulations contested by EU
Bernard Rajzman (IOC)
FIFA emphasizes football's social use-value and
highlights the capacity of football to boost social
cohesion (might include nationalism)
I argue for an understanding of FIFA as
»neocommunitarian realist«
(B) The 2006 FIFA World Cup
Securitization (Humanware, Software,
Hardware)
The 2006 FIFA World Cup: Securitization
Hard- and Software
– CCTV
– RFID
– AWACS
– AVL (Automatic Vehicle
Location)
– SLS (Sniper Locating Systems)
– robots
equipped with video cameras, radar
sensors, temperature gauges,
infrared scanners
Humanware
– police
– military
– secret services
– army
– rent-a-cops
– volunteers
孫子兵法
The Art of War
The 2006 FIFA World Cup: Securitization
Humanware
Largest display of domestic security strength since 1945:
more than 100,000 State Police officers
additional 30,000 Federal Police officers
more than 500 foreign police officers
an unknown number of intelligence service officers and 7,000 military guards
In addition,
20,000 rent-a-cops
(in the football stadia called ›supervisors‹)
20,000 security screened citizens took part in security
and safety measures as ›stewards‹ and ›volunteers‹
150,000 persons, applying for jobs during tournament,
got security-screened by secret service and respective
computer systems to get an accreditation:
Even selling sausages became a security issue!
The 2006 FIFA World Cup: Securitization
Humanware
FIFA has its own internal policing
entity, the Task Force ›For the good
of game‹, since 2007 the ›Strategic
Committee‹: »to resolve problems
within the family, rather than let
rulings be made by a judge who
comes from outside the world of
football«
An additional surveillance net had been spanned »in order to
determine whether the FIFA 2006 World Cup had had an effect
on infectious disease epidemiology in Germany«
The 2006 FIFA World Cup: Securitization
since 1990s, bans on alleged ›hooligans‹
since 2006, European Council's decision:
»a risk supporter...is a person...posing a
possible risk to public order«
since 2000: data bank Gewalttäter Sport
(violent offenders, sports related), declared
unlawful by the Higher Administrative Court
in 2008, but still in operation.
Number of persons whose data are stored:
2004: 6,500
2006: 9,400
2009: 10,711
2013: 13,032
an additional 9,000 data files on foreign
›hooligans‹ (provided by partnering police)
Humanware
8,450 German ›hooligans‹
contacted by the police at
home or at their workplace
3,200 local banishments from
inner cities & stadia declared
131 stadia bans issued on-site
587 tickets bought blocked
based on existing stadia bans
910 notification requirements
issued
210 persons into temporary
custody
370 refusals of entry into
Germany
The 2006 FIFA World Cup: Securitization
CCTV I
•
Most police cameras for traffic
management (overview images)
•
New or modernized CCTV systems in all
stadia of First & Second Football League
•
CCTV as core of 3S-system of national
railway company with Federal Police
•
May 2006: CCTV in around 30 cities –
small networks with max. 14 cameras run
by police
•
World Cup led to modernization, enduring
expansion, and centralization of CCTV
systems in major sports stadia, at railway
stations and in urban public transport
Soft- and Hardware
The 2006 FIFA World Cup: Securitization
CCTV II
•
Munich stadium (opened in 2005), called
Allianz Arena, fully equipped with interconnected RFID and CCTV
•
1983: »right to informational selfdetermination«, no surveillance without
informed consent & with legal basis
•
police: concerned, to be substituted by
CCTV, high costs for monitoring by
trained police officers
•
June 2000: 4 cities with CCTV; June
2006: permanent CCTV in 6 of 12 host
cities.
most CCTV systems at public viewing
areas dismantled after World Cup
•
Soft- and Hardware
• World Cups are catalysts and
accelerators
(C) The 2006 FIFA World Cup: Commercialization
Urban Spectacles, ›wedding‹ of football,
television, and sports industry plus
›wedding‹ of security and commerce,
city as ›entrepreneur‹
The 2006 FIFA World Cup: Commercialization
Consumer attractions such as sports stadia,
convention and shopping centers, plus
entertainment »in the form of urban spectacles on
a temporary or permanent basis have all become
much more prominent facets of strategies for
urban regeneration« (Harvey 1989: 9).
Urban Spectacles
Packaging and sale of urban place images have
become as important as the measures to keep the
downtowns and event spaces clean – and the safety,
order and security complex (SOS) under control.
The 2006 FIFA World Cup: Commercialization
The claim of German criminologist Thomas Feltes, »the
World Cup has been democratized by public viewing«
(2006: 9) is at least confusing if not irritating. What
emerges during the World Cups in the host cities is the
spatialized suspension of democracy – in favor of the
›pop-up‹ consumer.
Public Space
Not only ›wedding‹ of football, television, the sports
industry and commerce but also ›wedding‹ of security
and commerce.
Affected by FIFA's regulations are sponsors and nonsponsors, urban and non-urban citizenry, and all
administrations from global to local scale.
The 2006 FIFA World Cup: Commercialization
FIFA's main product is the World Cup
›The City as Entrepreneur‹
FIFA regulates competition between
big players in sports and media in
order to allow for greater revenues
from ›festivalization of the city‹ (1980s) to ›city as a
prey‹ and the ›city as an entrepreneur‹ (since 1990s)
victimization of local service industry, dissenters, and
the urban poor
main winners architects and construction industry:
Blitzkrieg‹ planning and building
(D) Policing (Transnational) Protest
Sport events as training sites
and global policy transfer
Policing (Transnational) Protest
G8 Summit in Heiligendamm
(June 6-8, 2007)
Sport events as training sites
13,000 state police officers
2,500 Federal Police officers
1,000 Federal Criminal Investigation Police
1,450 military guards
unknown number of intelligence service
1,300 private security officers
12 km fence (barbed wire, CCTV, motion
sensors)
media manipulation, protest bans
Policing (Transnational) Protest
international efforts to learn from events
that pool together masses of people
(sports, culture, political) – in order to:
Global Policy Transfer
improve military and policing strategies and
tactics (pop-up armies, incapacitation)
study how acceptance for policing
measures of targets and wider public can
be achieved
Fan Mile fence
avoid disturbances ranging from the voices
of protesters (not) to be heard to militant
action
transfer knowledge globally among urban
and other economic and political elites
G8 summit fence
Concluding against FIFA and IOC
FIFA shapes and is shaped by neoliberalization,
shapes and is shaped by the urban form, shapes
and is shaped by a new mode of governance
Concluding against FIFA and IOC
FIFA shapes and is shaped by neoliberalization
marketing of a per se civil society activity, and transforming it
into a profitable commodity, main product: World Cups
growing influence (not necessarily acceptance) of FIFA
and IOC, dictating nation states and cities rules and
regulations
FIFA and IOC aim at limiting competition within its
realm and is willing to contest public law
particular kind of neoliberalization – highly regulated, constantly
readjusted process with elements of neocommunitarian thought
and practice
driven by demands of sports, media and security industry
Concluding against FIFA and IOC
FIFA shapes and is shaped by the urban form
FIFA and IOC set rules and regulations within the stadia
– consistency of the football green
– dress codes for sports
– security measures to be deployed
– commercial logos allowed to be displayed
Their influence outreaches the stadia
– extents to the surrounding of the stadia
– extents to the fan miles
– extents into the sky above stadia
– transforms urban and rural space
FIFA and IOC are driven by trends such as
– festivalization of the city, – city as a prey, – city as an entrepreneur
Concluding against FIFA and IOC
FIFA shapes and is shaped by a new mode of governance
(contractual) relationships between all stakeholders involved
are shaped by FIFA's ability to offer a monopolized product,
the World Cups
competitors and contested trademark rights shape the
negotiations within the ›football family‹
hierarchical networks (on four-year basis) and the
subjugation under FIFA'S rules and regulations:
pop-up growth coalitions
modes of governance established before, during and after the
World Cups are at the same time exploited by the other
stakeholders: sponsors, media, sports industry, security industry
Concluding against FIFA and IOC
FIFA shapes and is shaped by a new mode of governance
World Cups normalize
the perception of the populace that
private – commercial and nonprofit – stakeholders are
to define and to classify
to select and to separate
to symbolically mark and to materially arrange
to control and to regulate
markets and policies
security measures
urban spaces and, to a certain and growing extent
our everyday life
FIFA and IOC both are
neocommunitarian realists profiteering from pop-up growth coalitions
Thank you for your patience…
For further questions:
[email protected]
Neoliberalism
Strategies to promote
or adjust to global
neoliberalism
1.
2.
3.
4.
5.
6.
Liberalization – promote free competition
Deregulation – reduce role of law and state
Privatization – sell off public sector
Market proxies in residual public sector
Internationalization – free inward and outward flows
Lower direct taxes – increase consumer choice
Neostatism
1.
2.
3.
4.
5.
6.
From state control to regulated competition
Guide national strategy rather than plan top-down
Auditing performance of private and public sectors
Public-private partnerships under state guidance
Neomercantilist protection of core economy
Expanding role for new collective resources
Neocorporatism
1.
2.
3.
4.
5.
6.
Rebalance competition and cooperation
Decentralized "regulated self-regulation"
Widen range of private, public, and other
"stakeholders"
Expand role of public-private partnerships
Protect core economic sectors in open economy
High taxation to finance social investment
Neocommunitarianism
1.
2.
3.
4.
5.
6.
Deliberalization – limit free competition
Empowerment – enhance role of third sector
Socialization – expand social economy
Emphasis on social use-value and social cohesion
fair trade not free trade; Think global, Act Local
Redirect taxes – citizens' wage, carers' allowances