5th progress report FIFA World Cup 2006

Transcription

A Time to Make Friends
5th Progress Report
of the 2006 World Cup Office
5
in preparation for the
2006 FIFA World Cup
- Summary -
August 2005
www.fifawm2006.deutschland.de
5.
Federal Government Progress Report on the 2006 World Cup
At a Glance:
1. The Federal Government’s preparations are progressing entirely according to
plan, creating the necessary conditions for a successful World Cup.
2. The Confederations Cup 2005 was a successful test run; the final details are being improved for the 2006 World Cup.
3. The Federal Government is fulfilling the government guarantees made to the
world football federation FIFA regarding the 2006 World Cup.
4. The National Security Strategy for the 2006 World Cup has been finalized and is
constantly being updated.
5. The Federal Government is aware that the 2006 World Cup also represents a
great opportunity for Germany as a place to do business. In cooperation with the
private sector, associations and other important organizations, the Federal Government is following a hosting strategy intended to present Germany as a good
host and a friendly, open and tolerant country.
6. The Federal Government’s hosting strategy includes the Federal Government’s
contributions and the projects of the individual federal ministries, the joint Federal
Government and private sector marketing and image campaign “Germany – Land
of Ideas”, and the service and hospitality campaign for World Cup guests.
7. Another element of the hosting strategy is the Artistic and Cultural Programme,
with the Football Globe as its immediately recognizable symbol.
8. The website www.wm2006.deutschland.de offers up-to-the-minute reporting on
all Federal Government activities related to the World Cup. An electronic newsletter has recently been added, and both newsletter and website are extremely
popular with users.
9. The stadiums in the World Cup host cities will be largely ready this year, the
transport infrastructure is being prepared, and the draw for the final phase will be
held in Leipzig on 9 December.
10. Ever since the Confederations Cup, the sense of anticipation in Germany has
been growing noticeably in Germany and around the world: The kick-off is in just
over 300 days.
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Table of Contents
Page
At a Glance
1
1.
Introduction: World Cup Preparations on Target
3
2.
2.1
2.2
2.3
2.4
The Confederations Cup 2005: Successful Test Run
Fun matches
Government guarantees fulfilled
Follow-up reports by the OC and Deutsche Telekom AG
Summary
4
4
5
7
9
3.
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
3.10
3.11
3.12
The Government Guarantees
No delays in issuing entry visas
Work permits and labour law during the 2006 World Cup
Easier customs and taxation procedures
Ensuring security
Improving transport infrastructure and traffic management
Observing appropriate protocol
International Broadcast Centre
Telecommunications
Media centre
Pricing policy
Match tickets
Emergency medical services
10
10
10
10
11
12
13
14
14
15
15
15
16
4.
4.1
4.2
4.3
4.4
The Federal Government’s Hosting Strategy:
Germany Is Looking Forward to Its Guests!
Government: Federal Government contributions/federal ministry projects
Private sector: Promoting Germany as a good place for business
Culture: The Federal Government’s Artistic and Cultural Programme
Guests: Service and hospitality campaign
17
17
28
36
40
5.
5.1
5.2
5.3
5.4
5.5
Further activities in preparation for the 2006 World Cup
Communications/PR/events organized by the Federal Government
FIFA fan festivals/public viewing
Volunteer programme
Catering and opening hours
South Africa 2010
41
41
44
45
46
46
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5.
1. Introduction: World Cup Preparations on Target
The FIFA Confederations Cup Germany 2005TM was a successful test run for the
2006 FIFA World Cup GermanyTM:
Sold-out stadiums, effective security for matches, record numbers of television viewers, satisfied fans and a convincing performance by the German national team. And
once the ball gets rolling, it is (almost) impossible not to be swept up in the excitement of football in Germany. According to recent surveys by the Cologne marketing
research institute SPORT + MARKT AG, already more than 80% of people in Germany are excited about the 2006 World Cup.
Ensuring that the 2006 World Cup is a success for host country Germany is a challenging task, and the Federal Government, FIFA, the 2006 FIFA World CupTM Organising Committee Germany (OC) under its president, Franz Beckenbauer, the German
states, the World Cup host cities and a large number of important associations and
organizations have all joined forces to meet this challenge. At the Countdown event
in Munich on 9 June 2005 (one year before the official kick-off of the 2006 World
Cup), FIFA President Joseph S. Blatter stated that he was very pleased with the work
of the German organizers.
With its government guarantees and hosting strategy, the Federal Government is
making a significant contribution to the success of the 2006 World Cup. This 5th Progress Report, produced by the 2006 World Cup Office at the Federal Ministry of the
Interior, which is headed by Jürgen Rollmann, Federal Government Co-ordinator for
the 2006 World Cup, provides comprehensive information on the status of preparations.
To sum up: The Federal Government was able to fulfil all the government guarantees for 2006 already in time for the Confederations Cup 2005. Experience gained
from this “mini-World Cup” is being incorporated into World Cup preparations by all
those involved. The Federal Government and its partners are optimistic about the
next big event: the World Cup Final Draw in Leipzig on 9 December 2005.
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5.
2.
The Confederations Cup 2005: Successful Test Run
The Confederations Cup 2005 took place in
Germany from 15 to 29 June 2005. This year’s
“mini-World Cup” can be described as the best and
most exciting in history. The 15 days of the
Confederations Cup were a test for the host country
of the 2006 World Cup; in the end, all those
involved had reason to be satisfied. The following is a brief summing-up of the Confederations Cup 2005 from the perspective of the Federal Government.
2.1
Fun matches
The Confederations Cup 2005 was the outstanding football
event of the year: exciting matches, lots of goals, a convincing
performance
by
the
German
national team with a lively offence
and 15 goals in five matches, and
a deserving champion in Brazil. The atmosphere in the
stadiums and the TV ratings (the matches were broadcast in 170 countries) showed that people everywhere,
not just in Germany, are looking forward to the World
Cup next year, and that they enjoyed the Confederations
Cup 2005 as a preview.
The host country’s successful presentation was also
well-received. Germany proved itself to be not only competent, but also a spirited and
friendly host, bringing to life the official 2006 World Cup motto, “A Time to Make
Friends”. About 575,000 spectators watched the 16 matches in the five host stadiums, ensuring a positive atmosphere; 2,075 volunteers provided expert and friendly
service for a total of more than 25,000 working hours. At a reception for the volunteers, Federal Chancellor Gerhard Schröder praised them for their work and for having created an excellent impression on behalf of host country Germany.
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2.2
Government guarantees fulfilled
The Federal Government made a number of guarantees to FIFA for the 2006 World
Cup and was able to fulfil them already in time for the Confederations Cup 2005. As
a result, it was also possible to test the implementation of the government guarantees during the Confederations Cup. An initial assessment reveals that all requirements were met without difficulty, and that only a few details require adjusting for the
World Cup next year.
With regard to the issuing of entry visas, during the Confederations Cup 2005 only
the Tunisian citizens were required to have entry visas for short-term stays. The
Federal Foreign Office found that the visa issuing procedures functioned well for the
Confederations Cup 2005.
With regard to work permits and labour law, the responsible Federal Ministry of
Economics and Labour reported that it was not aware of any difficulties. The German
states where Confederations Cup 2005 matches were held had issued general orders to allow accredited persons to be exempt from legal provisions regarding working time, in particular the maximum daily working time. And according to the Federal
Employment Agency and the OC, waiving the requirement of work permits for accredited foreigners to work in Germany functioned smoothly.
The Federal Ministry of Finance reported that customs clearance for entering
travellers and goods presented no difficulties worth noting. The same was true of
taxation procedures for the 23 players officially registered and the coaches of the
participating foreign national associations.
The 16 matches of the Confederations Cup 2005 went off without any significant
security incidents. Policing measures in particular were carried out successfully on
the basis of the National Security Strategy for the 2006 World Cup and the framework policing plan. Above all, preventive law enforcement measures taken ahead of
the Confederations Cup 2005 proved their worth: Warning potential troublemakers,
issuing reporting requirements and banning certain individuals from the stadiums or
certain public places proved effective in reducing the presence of troublemakers at
event venues.
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5.
During the Confederations Cup 2005, private firms were primarily responsible for security and crowd control during the matches. The OC’s security strategy with regard
to checking persons entering the stadiums and protecting players, referees, officials
and spectators was effective, although the OC believes the strategy needs adjusting
in certain areas. Improvements will be made to the deployment of stewards, especially in view of the four incidents during the Confederations Cup 2005 in which persons succeeded in running onto the pitch. The possibility of banning such “pitch invaders” from stadiums nation-wide is being examined. There are also plans to revise
stadium rules so that “pitch invaders” can be penalized with large fines.
The National Information and Cooperation Centre (NICC) also engaged in a test run
from 15 to 30 June 2005 for the Confederations Cup 2005. Working together in this
configuration for the first time, its cooperating partners1 signed off on the daily situation report, which was sent out 33 times over the total period. The NICC’s test run
confirmed the need for a national operations centre as a federal-level clearinghouse
for information related to the 2006 World Cup. In technical, personnel and organizational terms, cooperation within the NICC was rated as being very good and functional.
The National Security Strategy for the 2006 World Cup and its various elements, including the experience gained from the Confederations Cup 2005, provide the foundation for the security measures planned for the 2006 World Cup.
The transport and traffic situation during the Confederations Cup 2005 cannot be
compared to the situation expected during the 2006 World Cup: The host cities’
transport planning had to take into account construction projects for the 2006 World
Cup, and most of the Confederations Cup 2005 spectators came from the local re1
Federal Ministry of Transport, Building and Housing; Federal Ministry of Health and Social Security;
Bundeswehr; Federal Criminal Police Office (BKA); Central Sports Information Unit (ZIS); Interpol;
Eurojust; Europol; Federal Intelligence Service (BND); Federal Office for Information Security (BSI);
Federal Agency for Technical Relief (THW); Federal Office for Civil Protection and Disaster Response (BBK); Federal Office for the Protection of the Constitution (BfV); and staff members from
the responsible Federal Ministry of the Interior directorates-general for the Federal Police, Police
Affairs, and Internal Security and the offices of the 2006 World Cup Security Commissioner and the
Federal Government Co-ordinator for the 2006 World Cup.
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5.
gion. With this in mind, the Federal Ministry of Transport, Building and Housing reported that no significant problems arose for persons travelling to and from the stadiums.
Observing appropriate protocol did not present any difficulties, as there was not an
unusually large number of high-ranking guests (heads of state or government, foreign
ministers) at the Confederations Cup 2005.
2.3
Follow-up reports by the OC and Deutsche Telekom AG
As a test run for the 2006 World Cup, the Confederations Cup 2005 functioned as the
OC had expected and hoped. The overall organization of the event can be regarded
as a success: With a total of 575,000 spectators, the stadiums were filled to an average of 85% of capacity. The atmosphere was fantastic and created real excitement
for the 2006 World Cup. The participating teams were very satisfied with the accommodations, training facilities and assistance they received.
The organizational tasks were prepared centrally by a core team that was very
small by international standards. The handover of responsibility for organization to
specially qualified staff at the match venues took place relatively late, revealing a few
areas of weakness. In general, the organizational structure worked well, also in the
daily communication between the OC, FIFA and local OC offices.
The use of volunteers under the organizational leadership of the OC largely met expectations. For the most part, volunteers demonstrated the desired competence and
friendliness.
Forecasts indicating that fans of the participating football associations did not represent a threat proved correct. Spectators demonstrated especially peaceable behaviour, in keeping with a football celebration of this calibre. As a result, policing activities remained on a small scale and no special measures were required. It is regrettable that a total of four persons were able to make their way onto the football pitch.
These incidents require further examination and special measures for the 2006 World
Cup. It should also be noted that there were some shortcomings in the performance
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of private security and crowd control services; there is still a significant need for training to prepare for the 2006 World Cup.
In contrast to the 2006 World Cup, at the Confederations Cup 2005 only one stadium
(Frankfurt) had an electronic access-control system, which uses tickets with integrated RFID chips. The system can be regarded as having passed the test.
Traffic and transport behaviour of spectators during the final round of the 2006
World Cup can be expected to differ from that during the Confederations Cup 2005. It
will be necessary and advisable to encourage spectators to use public transport –
also by making match tickets valid for use on public transport systems. For the Confederations Cup 2005, the OC had to provide roughly 200 cars and 60 buses to
transport officials and teams. Existing transport infrastructure (airports, railway stations, roads) provided a good basis for meeting the requirements of a functional
transport system.
The partnership of FIFA and the cooperation between the OC and Deutsche Telekom
AG proved to be an important factor in satisfying requirements, particularly in the
area of media facilities. The provision of material and personnel support allowed all
facilities to be equipped with the appropriate infrastructure and given assistance. The
Confederations Cup 2005 was the dress rehearsal for Deutsche Telekom’s communications technology, and everything went off to the full satisfaction of all involved.
The stadiums passed the test. Frankfurt’s Waldstadion faced the steepest challenge: After it was designated an official test stadium, it was not possible to finish
work in the stadium until the day of the opening match. In general, all five stadiums
proved ready for the 2006 World Cup, taking into account temporary facilities which
are still to be provided.
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5.
2.4
Summary
The Confederations Cup 2005 was a successful preview of the 2006 World Cup next
year. As a test run, it helped determine how well the organization and the stadiums
perform under conditions similar to those expected during the World Cup. Overall,
everyone involved has good reason to be very satisfied with the experience, which
made it possible to spot minor problems and shortcomings in advance and solve
them in time for the 2006 World Cup. Government action in particular was very effective and functioned smoothly.
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5.
3.
The Government Guarantees
3.1
No delays in issuing entry visas
The experience and insights gained from the Confederations Cup 2005 are being
incorporated into the Federal Foreign Office plan for issuing visas related to the 2006
World Cup. By decree, this plan will be sent in time for the final draw in Leipzig on 9
December 2005 to the German diplomatic missions in all the countries whose national teams have qualified for the World Cup.
3.2
Work permits and labour law during the 2006 World Cup
Based on the Immigration Act, the Federal Ministry of Economics and Labour has
issued an ordinance on the admission of foreigners for the purpose of taking up employment (BeschV), which allows accredited foreigners to work at international sport
events without a work permit (Section 12 of the ordinance). The ordinance went into
effect on 1 January 2005 and was already successfully applied during the Confederations Cup 2005. In March 2005, the German states agreed to exempt accredited persons uniformly nationwide from legal provisions regarding working time, in particular
the maximum daily working time.
3.3
Easier customs and taxation procedures
In late April 2005, the Federal Ministry of Finance
provided FIFA with a brochure containing information
on
customs
and
taxation
regulations
for
the
Confederations Cup 2005.
The brochure was intended for the participating foreign football associations and their staff, along with
officially registered coaches and players. The brochure explains the details of customs regulations, exemptions from import duties, general tax information
and regulations concerning income and corporate tax
as well as issues related to VAT law. Similar informa-
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5.
tion for the 2006 World Cup is to be published in early 2006 and provided to FIFA.
In early April 2005, the OC was given the names of persons in the airport customs
offices in each Confederations Cup 2005 host city to contact in case of any difficulties
with customs clearance for individuals or cargo. The same procedure will be used in
advance of the 2006 World Cup.
In late March 2005, representatives, staff and official guests of FIFA, referees and
their assistants and the participating foreign team delegations were granted privileged clearance to formally facilitate customs clearance. The same procedure will be
used for the 2006 World Cup.
With these measures, the government guarantees in the area of customs and taxation law have been implemented rapidly and transparently for all relevant target
groups in accordance with the legal possibilities.
3.4
Ensuring security
The National Security Strategy for the 2006
FIFA World Cup was adopted by the
Conference of Interior Ministers (IMK) on 25
May 2005. This strategy constitutes the
framework
for
the
additional
security
measures taken for the 2006 World Cup.
The strategy concentrates on the areas of
hooliganism, politically motivated crime/terrorism, and event-related general and organized crime. In particular, the comprehensive treatment of hooliganism and the
security measures planned to deal with this type of criminal activity draw on the developments of recent months.
In view of violent offences committed by hooligans in recent weeks and months, representatives of Germany’s federal and state governments, the German Football Association (DFB), the German Football League (DFL) and the organizers of the 2006
World Cup met to discuss ways of counteracting this phenomenon during the regular
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5.
season and for the major sporting event of the 2006 World Cup. For example, efforts
to gather and compile advance information about violent offenders will be intensified.
Rigorous prosecution and the use of stadium bans, in particular below the level of the
professional leagues, serve the same purpose. Joint, interlocking measures are thus
being taken to deal effectively with hooliganism.
The National Security Strategy for the 2006 World Cup also deals with international
cooperation before and during the World Cup. Germany will conclude bilateral
agreements on event-related cooperation in security matters with neighbouring, transit and participating countries. Starting in 2006, event-related information will be
shared at the international level, in accordance with current EU security standards
and recommendations for EU member states to prevent terrorist attacks on the
Olympic Games and similar sporting events.
The Federal Government will operate a National
Information and Cooperation Centre (NICC)
round the clock within the Federal Ministry of
the Interior before and during the World Cup.
The NICC’s mission is to gather, assess and
provide information within the federal area of
responsibility, respond to enquiries and compile
daily national situation reports on the 2006 World Cup.
3.5
Improving transport infrastructure and traffic management
Germany’s transport infrastructure is able to cope with the demands posed by the
2006 World Cup. All 12 World Cup host cities meet the transport-related requirements, in terms of both public transport and private motor vehicle traffic. For the 2006
World Cup, tickets to matches will also entitle ticket holders to use all means of public
transport within the local transport network on the day of the match at no extra
charge – a first in World Cup history. Similar arrangements were used already during
the Confederations Cup 2005 in the five host cities.
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5.
The federal and state levels are
cooperating with the World Cup
host cities and their public transport
operators to set up a special
system of signage for World Cup
visitors. Using a uniform design
and
pictograms,
signage
on
national highways and city streets
and in train and bus stations will be
easy for visitors to recognize and understand.
The German Aerospace Center DLR, an agency of the Federal Ministry of Education
and Research, which is responsible for traffic and transport research, is sponsoring
the SOCCER project to collect traffic data from the air for the host cities of Stuttgart,
Cologne and Berlin during the 2006 World Cup. The data will be combined with other
traffic data to improve traffic forecasting and take specific measures for traffic management.
3.6
Observing appropriate protocol
Plans for observing the appropriate protocol for visiting foreign dignitaries and highranking German public officials were drawn up in cooperation between the federal
level, the OC and the German states where World Cup matches will be held, and
were adopted in April 2005. By decree of the Federal Foreign Office, the German
diplomatic missions abroad were informed in June 2005 of procedures to be used.
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5.
3.7
International Broadcast Centre
The following is based on information provided by the OC and Deutsche Telekom
AG.
The International Broadcast Centre (IBC) will be located on the grounds of the new
Munich Trade Fair Centre. FIFA worldwide TV production partner Host Broadcast
Services (HBS) also signed a contract with the Munich International Trade Fairs
(MMI) organization.
3.8
Telecommunications
As international partner of the 2006 World Cup, Deutsche Telekom AG (DTAG) will
provide the communications networks for the 2006 World Cup.
• DTAG will link all 12 stadiums and the organizational areas outside the stadiums (IBC, hotels, etc.) to its high-speed optic fibre network.
• The software applications needed to organize and carry out the tournament
(transport, logistics, volunteers, results, accommodations) will be operated on
high-capacity, dual hardware platforms in DTAG’s computing centres. This
system was used for acquiring volunteers for the Confederations Cup 2005.
• To guarantee that these software applications transport data securely and
quickly, an innovative network strategy was developed and implemented already for the Confederations Cup 2005. Using the latest security standards, it
provides a dedicated network at each access speed for every access technology everywhere in the world.
• For the 2006 World Cup, DTAG is providing the complete network for transmitting the TV signal from the match venue to the IBC in Munich. For the first
time, every match will be broadcast in the new HDTV standard. In addition,
DTAG will transmit these TV signals on behalf of national broadcasters via its
global optic fibre and satellite networks.
• At all 12 stadiums, DTAG will provide mobile communications services for
spectators, medical services providers, the media, FIFA and others involved in
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5.
the 2006 World Cup. This includes the stadiums’ immediate vicinity and access routes, training facilities and team accommodations.
3.9
Media centre
The Main Press Centre (MPC) for print journalists and photographers during the
2006 World Cup will also be located on the grounds of the Munich Trade Fair Centre.
Due to technological developments and increasing mobility, the activity of accredited
media representatives has significantly changed in recent years. As a result, the capacities planned during the bidding phase will have to be greatly expanded. In addition, media centres will be set up at all 12 match venues.
3.10
Pricing policy
On 11 March 2005, the 2006 FIFA World Cup Accommodation Services (FWCAS)
presented its hotel catalogue at the ITB international tourism trade fair in Berlin. The
catalogue lists all hotels participating in the FWCAS online booking system.
The OC delegated responsibility for team accommodations to the FWCAS. The existing hotel contracts were transmitted and price lists and booking conditions finalized.
The catalogue of team accommodations and training facilities was sent to the national associations on 1 July 2005. It includes 104 hotels and training facilities, each
offering optimal conditions for the national teams.
3.11
Match tickets
In September 2003, the Federal Ministry of the Interior recommended that the OC
keep a record of prospective ticket buyers’ name, date of birth, nationality, passport
or ID number and preferred national team, if possible. This recommendation was incorporated into the OC’s ticketing strategy.
The first round of ticket sales started on 1 February 2005 and was successfully concluded on 31 March. Ticket orders were recorded, and on 15 April 2005 orders to be
filled were chosen by random drawing, as the volume of ticket orders far outstripped
the supply of tickets for all 64 matches. The registration of ticket orders functioned
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5.
smoothly in technical terms; a total of 10.88 million tickets was ordered. About 96%
of orders were submitted via www.FIFAworldcup.com. The largest proportion of ticket
orders came from Europe (nearly 80%); of those, nearly 90% came from Germany.
Orders for tickets came from a total of 195 countries.
In the second round, “team-specific tickets” were available for order. The third round
of ticket sales will start in December 2005, with various-priced tickets returned from
contingents being offered for sale to the public.
The German-based company CTS Eventim AG is responsible for handling ticket
sales for the 2006 World Cup in partnership with the OC; together the two form the
FIFA World Cup Ticketing Center (FWCTC). Thanks to the OC and the Federal Government, it was possible to keep ticket prices moderate and thus affordable for every
fan. The least expensive ticket for the group games costs €35; a comparable ticket
cost €64 at the 2002 World Cup in Japan and Korea.
3.12
Emergency medical services
Medical services are available for all accredited persons participating in the tournament, such as the FIFA delegations, team delegations, players, referees, etc. as well
as spectators.
To ensure that spectators in the stadiums receive any necessary emergency care, as
is the case at German Bundesliga matches, the German Red Cross (DRK) is drafting
a comprehensive plan. Currently, the DRK provides emergency services at nine of
the match venues and the Workers’ Samaritan Foundation (ASB) provides services
at the remaining three.
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5.
4.
The Federal Government’s Hosting Strategy:
Germany Is Looking Forward to Its Guests!
With its 3rd Progress Report (July 2004), the
Federal Government presented and adopted in
Cabinet the hosting strategy that was developed by
the 2006 World Cup Office in consultation with all
the federal ministries, the Federal Chancellery and
the Press and Information Office of the Federal
Government. Since then, the OC, the private sector,
associations
and
important
social
policy
organizations have been working closely together to
implement the strategy.
The four building blocks of the hosting strategy
are
1. government: the Federal Government’s contributions/projects of the federal
ministries
2. the private sector: promoting Germany as a good place to do business
3. culture: The Federal Government’s Artistic and Cultural Programme
4. guests: service and hospitality campaign
4.1
Government: The Federal Government’s contributions/federal ministries’
projects
In addition to fulfilling the government guarantees mentioned in Chapter 3, the “compulsory programme”, the federal ministries are also involved in various areas of activity, such as accreditation, environmental protection, protocol, special activities (e.g.
commemorative coins and stamps), health, tourism, consumer protection, trademark
protection, logistical support, sport policy/sport sciences, arts and cultural programme
and school and youth campaigns.
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5.
The Federal Government is offering a broad range of services, projects and activities
(the “optional programme”).
“Talente 2006 – Die FIFA-WM in der Schule”/ “Klub 2006 – Die FIFA-WM im Verein”:
The Federal Government actively supports the OCorganized school and club campaigns “Talente 2006 – Die
FIFA-WM in der Schule” (Talents 2006: The FIFA World
Cup at school) und “Klub 2006 – Die FIFA-WM im Verein”
(Club 2006: The FIFA World Cup in sport clubs). The
international phase, in which German schools in Germany and abroad have the opportunity to put together creative
projects with the theme “A Time to
Make Friends”, started in April 2005.
The
campaign
has
had
an
enormous response: So far, more
than
8,000
countries
schools
from
36
have
requested
application packets, according to
the OC. The campaign will culminate in an international festival in Berlin on 10 and
11 May 2006.
The sport club campaign is designed to promote enthusiasm for the 2006 World Cup
among amateur sport clubs affiliated with the German Football Association (DFB)
and their members and to get children and youth involved with the 2006 World Cup.
About 3,446 clubs have requested information on “Club 2006” so far, according to the
OC. They are organizing World Cup activity days, thereby increasing public awareness of environmental protection and drug and alcohol dependency.
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5.
Attractive prizes include sports equipment and free tickets
to national team matches and cup finals. In the second
round of awards, 18 amateur clubs were chosen to play
friendlies against Bundesliga clubs. The sport club that
wins the grand prize gets to play a match against the
German national team.
“Green Goal”:
The Ministry of the Environment, Nature Conservation and Nuclear Safety
(BMU) is helping the OC implement the environmental project “Green Goal”. Water
and energy consumption in the stadiums is to be reduced by 20%. A joint wastedisposal strategy has been developed for all host cities and stadiums to reduce solid
waste by 20%. The environmental impact of spectator mobility is to be minimized by
encouraging the use of public transport (match ticket also valid on public transport).
In addition, the 2006 World Cup will be the first climate-neutral World Cup: Unavoidable CO2 emissions will be compensated for by investment in climate-protection projects.
On 11 April 2005, Federal Environment Minister Jürgen Trittin and OC Vice President
Wolfgang Niersbach launched the website www.greengoal.de at a press conference
on Green Goal progress held in Berlin’s Olympic Stadium.
As part of the OC’s sport club campaign, which with the
BMU’s help was expanded to include the Green Goal, on 18
May 2005 Minister Trittin and OC Board member Günther
Netzer awarded the FC Delhoven in Dormagen for best use
of renewable energy sources by a sport club.
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5.
“Don Cato UmWeltmeisterschaft”:
On 10 May 2005, it was once again kick-off time for the “Don
Cato
UmWeltmeisterschaft”
(Don
Cato
environmental
championships). The BMU, German Football Association
(DFB) and the youth organization of the environmental group
BUND are organizing the fourth round of this nation-wide youth competition to promote environmental protection and nature conservation. The competition is addressed to child and youth teams in more than 26,000 football clubs across Germany. Attractive prizes include football shirts for the team and training sessions with
football stars Kerstin Stegemann and Marco Bode.
“Kinder stark machen”:
To collect points in the OC’s sport club campaign “Club 2006”, competing sport clubs
must organize a World Cup activity day. One possibility is an activity day devoted to
preventing children and young people from taking up smoking, part of the campaign
“Kinder stark machen” (Making kids strong) sponsored by the Federal Centre for
Health Education (BZgA) on behalf of the Federal Ministry of Health and Social
Security (BMGS).
A contest launched on 1 January
2004
participants to come up with
ideas
prevention. The contest runs
is
for
intended
to
promoting
encourage
smoking
until June 2006, when the winning
ideas will be chosen by a panel.
“streetfootballworld”:
The multi-year project “streetfootballworld” is sponsored by the Federal Ministry for
Family Affairs, Senior Citizens, Women and Youth (BMFSFJ) and the Federal
Ministry for Economic Co-operation and Development (BMZ). The project is
made up of various parts:
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5.
•
“World Cup Schools – Fair Play for Fair Life”: This project involves 204 schools in
Germany. Each school acts as an ambassador for one of the FIFA countries, but
the pupils not only represent “their” country on the football pitch – they are also
ambassadors in the public arena. In addition, the “national team” of each country
is represented by children in grades 5 and 6 of the partner school. Via continental
championships, such as the Copa América or the European Championships,
these teams can qualify for the World Cup Schools Final to be held in the
summer of 2006 in Potsdam. This project was presented on 12 November 2004
by Heidemarie Wieczorek-Zeul, Federal Minister for
Economic
Co-operation
and
Development
(government sponsor) and German national team
coach Jürgen Klinsmann (sport sponsor).
•
Football pitches in city neighbourhoods (various street football events)
•
“streetfootball world festival 06”: On 28 May 2005, Federal Minister of the Interior
Otto Schily and German national team coach Jürgen Klinsmann presented the
festival in the Berlin district of Kreuzberg, where the festival will take place in
early July 2006. Teams from 24 street football
projects worldwide will meet in a specially
designed football stadium, while films, art and
photography exhibitions around the stadium
will provide insights into the (football) culture
in the participants’ home countries. The
festival is an official part of the Federal Government’s Artistic and Cultural Programme. All 24 teams are affiliated with the streetfootballworld project network
and use football in a variety of social projects: as a way to promote peace, reduce violence, and fight drugs, poverty or AIDS.
•
The website www.streetfootballworld.org provides a global platform for communication and cooperation on the topic of street football in four languages (English,
French, German and Spanish).
“Mädchenfußball unter der Lupe”:
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5.
The BMFSFJ is supporting the project “Mädchenfußball unter der Lupe” (Focus on
girls’ football): Girls’ and women’s football has recently found a new level of public
acceptance – not least due to the achievements of the German women’s national
football team. This acceptance is to be used to analyse structures for promoting girls’
and women’s football and to develop gender-specific approaches to encourage girls
to participate in football. The project runs from October 2004 to September 2006 and
is a supplement to the project “Mädchen im Breitensport des DFB” (Girls and DFB
mass sport programmes).
German Fan Project Coordination Centre:
A project co-sponsored by the OC and the BMFSFJ will help ensure that football fans
from Germany and abroad receive advising and support intended to prevent violence
during the 2006 World Cup. A modular strategy (fan embassies, website, advising
and information, intercultural activities, evaluation) was designed to foster a friendly
and welcoming atmosphere. The Fan Project Coordination Centre of the German
Sports Youth organization (DSJ) has added two staff specialists for the period from
October 2004 until September 2006.
Federal Minister of the Interior Otto Schily met on 23 June
2005 with representatives of football fan groups (the
DSJ Fan Project Coordination Centre, Pro Fans initiative,
Bündnis aktiver Fußballfans and Netzwerk für Fanrechte).
The meeting focused on cooperation between the security
authorities, event organizers and fan groups in preparing for the 2006 World Cup and
helped intensify the dialogue between all participants. Minister Schily called on the
fan groups to play an active part in the preparations for the 2006 World Cup and help
Germany be a good host, while actively and demonstratively distancing themselves
from those looking to use violence within and around the stadiums. As the minister
responsible for sport, Schily said he would work to have the DFB appoint an ombudsperson for fan affairs.
- 22 -
5.
Technology projects: Servingo and CineVision 2006
Germany is one of the best in the world when it comes to research and development
(R&D) in the fields of information and communication technology. This locational advantage is to be highlighted, given the decisions international investors will be taking.
The Federal Ministry of Economics and Labour (BMWA) is supporting Servingo
and Cinevision 2005, both ambitious technology projects associated with the 2006
World Cup which aim to demonstrate forward-looking, multimedia technologies and
the strengths of R&D in Germany.
Servingo (T-Systems, Fraunhofer Institute for Computer Graphics, among others)
will, for example, be offering guests coming to the 2006 World Cup three core services. Via mobile terminals (PDA, mobile/cell phone) they will be able to access mobility assistance (e.g. pedestrian routing, points of interest), individualized information
for sports fans (e.g. fan information, daily planner) and an entertainment component
(e.g. 3D animated replays). Servingo will be demonstrating advanced options, from
wireless broadband to broadcast services via digital video broadcasting-handhelds
(DVB-H) and state-of-the-art technology which enables content to be presented on
diverse terminals.
The CineVision 2006 project (ARRI CineTechnik, Deutsche Telekom, among others)
demonstrates visions of the digital cinema of the future, from digital recording to digital processing and digital projection, all in new and unique quality. CineVision aims to
show how football can become a real experience thanks to high-resolution images in
a digital cinema.
Cloudless Fun at the 2006 World Cup
FIFA has reacted positively to a project called "Cloudless Fun at the 2006 World
Cup" initiated by the Federal Ministry of Health and Social Security (BMGS). Calls
are to go out throughout the 2006 World Cup to show greater consideration to nonsmokers. Against this background the Federal Centre for Health Education (BzgA)
presented the OC with suggestions on how to implement measures to promote nonsmoking during the World Cup. The slogan "Cloudless Fun at the 2006 World Cup"
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5.
was already used during the Confederations Cup 2005 to put in place various elements of the proposed package of measures: loudspeaker announcements before
games and at half-time, advertisements in the stadium and on stadium TV, and signs
throughout the stadiums.
41st CISM World Military Football Championship
Against the background of the 2006 World Cup the
Bundeswehr (Federal Armed Forces) has initiated
various activities to heighten anticipation for this big
event. They include, for example, the 41st CISM World
Military Football Championship held in Warendorf and
surrounding area from 13 to 27 June 2005 (at the same
time as the Confederations Cup 2005), 30 years after
the event was last held in Germany and only the third
time overall. More than 13,000 enthusiastic fans came to watch the matches in this
big event in the region, the motto of which was "Friendship Through Sports". Teams
from a total of 11 countries and five continents qualified for the finals. The tournament was clearly dominated by teams from Africa, and Egypt went home with the
winner's trophy.
In another football tournament, various military and civil teams from the Bundeswehr
will be battling it out for the "BM Cup" donated by the Federal Ministry of Defence.
The final will be on 29 September 2005 in Berlin, after which the winning team will be
presented to the public at charity events.
Diet and exercise: CHILD'S PLAY
The Federal Ministry for Consumer Protection, Food and Agriculture (BMVEL)
intends to use the 2006 World Cup to draw the attention of a broad audience, mainly
young people, to the subjects of diet, exercise and sustainable consumption. The
worrying rise in obesity and adiposity through lack of exercise and poor diet is to be
highlighted. The project "CHILD'S PLAY on tour" is already on the road and will carry
on into 2006. It has been linked to the football exercise game "Querpass" (Cross) and
dietary elements to create a link between football, exercise and diet. Furthermore,
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5.
the hall of the Federal Ministry of Consumer Protection, Food and Agriculture at the
2006 International Green Week Berlin trade fair has been given the motto "Fair Play
on all Fields", creating a number of links between diet and consumer protection issues on the one hand and football on the other.
SmartWeb, VirtualHuman and RoboCup 2006
The Federal Ministry for Education and Research (BMBF) aims to use select research projects and project results to present Germany as a competitive scientific
and research location. The projects SmartWeb and VirtualHuman are linked to the
World Cup and were launched according to plan. The project RoboCup 2006 is also
on schedule. The RoboCup World Cup in Bremen will provide an opportunity to impressively demonstrate what IT is capable of in Germany. The Free University of Berlin's football robots recently won the 2005 RoboCup World Cup (small robots category) in Osaka, Japan.
In addition, the Federal Ministry for Education and Research is supporting the German Academic Exchange Service (DAAD) in its intent to organize the 2006 Academic Football World Cup in Germany. Teams of students from the 16 countries
qualifying for the 2006 FIFA World Cup finals will battle it out in their own "world
championship".
International co-operation in sports
The Federal Foreign Office (AA) has been promoting international co-operation with
sports in Third World and CEE/CIS countries, in the PR China and Mongolia since
2004. However, it gives special consideration to measures that support the 2006
World Cup, including additional football donations around the world, particularly in
Afghanistan and the Palestinian territories, which are handed over in public in order
to advertise the World Cup in Germany. In 2005 this funding is to be used to organize
a special course for football coaches from abroad, to be held at the University of
Leipzig, as well as a 50% increase in places available for the international football
coaches course to be run by the German Football Association (DFB) in Hennef.
- 25 -
5.
Goal for Germany
Goethe Institutes around the world have picked up on the topic of football in their
own campaign "Goal for Germany", which comprises exhibitions, conferences, film
screenings, German football terminology courses, competitions, publications and
much more. Of the more than 20 key projects three will be outlined in the following.
The photographic exhibition "Planet Football" organized in co-operation with Magnum
Photos has been touring 128 Goethe Institutes since 2004. The aim is to issue a visual invitation to come to Germany in 2006. The exhibition will also be on display in
Germany and is part of the official contribution to the Federal Government's Artistic
and Cultural Programme that will be accompanying the 2006 World Cup.
The Goethe Institute has also launched an international football film kit. Along with
the 1927 silent movie "Die Elf Teufel" (The 11 Devils), the film kit contains a further
12 high-quality German and international films which depict football in various contexts (countries, cultures, etc.) and in connection with various topics (fan culture, family images, religion and cultural differences, etc.).
The calendar "On the Ball with Goethe" is intended to appeal to young World Cup
visitors and to accompany them to and during their stay in Germany. For learners of
German around the world the calendar will help shorten the wait between January
2006 and the start of the 2006 World Cup.
Training Camp: A Game for Learning Fairness and Tolerance
The Federal Agency for Civic Education (bpb) wants to use various projects in the
run-up to and during the 2006 World Cup to draw attention to the importance of tolerance, fairness and responsibility. For example, the World Cup was the subject of a
competition for school children in 2005, of an issue of the youth magazine "Fluter"
(Floodlight), of a civic education leaflet on the topic of football, and of advanced training courses for journalists. Special mention should be made of the project "Training
Camp: A Game for Learning Fairness and Tolerance", an interdisciplinary computerbased training programme plus accompanying material. The programme will be
available at the beginning of the academic year 2005/2006 and is geared towards all
- 26 -
5.
school children aged 14 to 16. A further focus is on preparing web pages on those
countries whose teams have qualified for the 2006 World Cup. The websites will be
available in time for the Final Draw in December 2005.
Technisches Hilfswerk (Federal Agency for Technical Relief)
The Technisches Hilfswerk (THW), the government disaster relief agency, has been involved in both the National Security Strategy for the 2006 World Cup and the
disaster response plan. During the 2006 World Cup itself the World Cup Office will be
efficiently integrated into the German states' structures of threat prevention so as to
establish lines of communication with information mechanisms at the federal level
(National Information and Co-operation Centre, NICC). Possible scenarios in which
the THW may be called upon to act and the networking of communications structures
with other authorities and organizations were successfully tested during the Confederations Cup 2005 .
Commemorative coins and stamps
The Federal Cabinet approved the issue of a series of four €10 silver commemorative coins between 2003 and 2006. Nearly double the amount of coins will be issued
than would normally be the case; the OC is involved in selling the coins.
The first three coins are already on sale; the fourth €10 silver
coin will be launched on 9 February 2006. Proceeds from the
sale of the silver coins will be added to budget revenue. The
Federal Ministry of Finance has promised the OC up to
€30 million out of budget funds (earmarked for the specific
purpose of financing the cultural programme).
On 1 September 2004 the Federal Cabinet approved the issue
of a €100 gold coin commemorating the 2006 World Cup in
Germany - the first German gold coin on the subject of football. The coin will be issued on 4 October 2005. The Federal
Minister of Finance, Hans Eichel, and the President of the OC,
Franz Beckenbauer, were present when the coin was officially
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5.
minted on 28 April 2005. In view of current demand, 350,000 coins will be produced.
The special-issue stamps in the "For Sports 2005" series were presented to the
public in Berlin on 11 February 2005. This year's stamps commemorating sports are
dedicated to outstanding international sports events and to the 2006 World Cup, and
they depict the mascot Goleo VI and André Heller's FOOTBALL GLOBUS.
The 2006 special-issue sports stamps will focus on
the World Cup. Four of the five stamps will be related in
some way to this big event. Proceeds from the sale of
the special commemorative stamps will go to the
German Foundation for the Promotion of Sports, which
supports top athletes in all disciplines.
4.2
The private sector: Promoting Germany as a good place for business
The 2006 World Cup and its effects on the German national economy
The 2006 World Cup offers Germany, as host country, an enormous economic opportunity. According to a study published by the Ruhr University in Bochum, gross
domestic product (GDP) could increase by a total of nearly €8 billion in Germany between 2003 and 2010 purely on account of its hosting the 2006 World Cup; an average of almost 4000 jobs could be created every year. In a study presented in June
2005 the Postbank, a national World Cup sponsor, reckons that an additional 40,000
temporary jobs may be created. Of these, just under 10,000 could be made permanent. The Postbank expects economic growth in 2006 of 2 per cent, 0.3 percentage
points as a result of the 2006 World Cup alone.
- 28 -
5.
2006 FIFA World CupTM and its contribution to turnover according to industry
4,0
3,5
+ €3.5 billion
3,0
2,5
2,0
1,5
+ €1 billion
+ €0.9 billion
1,0
+ €1 billion
0,5
0,0
Cons truction
Touris m
Sports /fan article s
Othe r
(Source: Postbank 2005)
Experts predict that there will be no economic upswing in 2006 on account of the
World Cup. The growth effects will be spread across several years, although the
strongest impact will be felt shortly before and after the 2006 World Cup. Private and
public sector investments have already had an economic impact on infrastructure
(stadiums, transport, catering trade, etc.) in the run-up to the 2006 World Cup. Even
though some of the public sector investments (totalling €3.7 billion) in the transport
infrastructure would have been made had Germany not been hosting the 2006 World
Cup, the event alone accounts for around €2 billion in investments. However, the additional investments will also lead to growth and employment in subsequent years via
multiplier effects.
In addition, there will be an increase in consumer spending in the months leading
up to the World Cup. There is traditionally a market upswing in the run-up to big
sporting events, firstly because consumers purchase new TVs and other electronic
goods, sports and fan articles. Secondly, the approximately one million guests Germany is expecting will cause a noticeable increase in revenues. The BMWA estimates that in 2006, 2007 and 2008 growth will total around €3 billion on account of
the additional money spent by football fans from Germany and abroad.
- 29 -
5.
Effects on the German tourist industry
The German tourist industry hopes that the 2006 World Cup will lead to a strong
surge in growth 4.8 and 5.5 billion additional overnight stays. The German National
Tourist Board (DZT) is thus anticipating 1.7 per cent more overnight stays. In contrast
to, for example, EURO 2005 in Portugal or the 2005 Olympic Games in Athens, the
German tourist industry does not expect guests to stay away on account of fears that
towns and cities will be overcrowded due to the big sporting event which on those
occasions led people to change their plans. Quite the contrary: in particular short
trips to the World Cup host cities will have a positive impact on tourism. When it
comes to city breaks, Germany ranks third in Europe behind France and Britain, with
3.8 billion visitors per year.
According to Postbank estimates, the tourist-related industries can expect an additional €850 million in turnover on account of the 2006 World Cup. Tourists will be
spending money on accommodation and meals, leading to additional revenues of
€500 million for hotels and restaurants in Germany. Foreign guests are expected to
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5.
spend a further €350 million on other goods and services, souvenirs and clothing in
the host cities.
Sports and fan article manufacturers in Germany will, according to the survey, have
an additional €1 billion turnover on account of the 2006 World Cup. Other branches
of industry should also have additional turnover of around €1 billion, for example security services, hauliers, communications services, the media and advertising industry and consumer electronics (particularly on account of new TV sets bought because
the games are to be shown in widescreen format).
The 2006 World Cup as a driving force behind new jobs
The additional revenues in 2006 will be spread evenly across all the regions. Munich,
which will play host to the International Media Centre, expects additional revenues of
€1 billion and 12,000 new jobs. According to press reports, the German state of
Hesse (which is home to one venue plus the Frankfurt airport, an international hub) is
hoping for additional income for its tourist industry in the three-figure million range.
2006 FIFA World Cup: Jobs
Construction
20,000
Tourism
11,000
(Source: Postbank 2005)
Others
9,000
The Berlin Chamber of Commerce and Industry (IHK) estimates that an additional
10,000 temporary jobs will be created in Berlin alone; estimates by the Senate of
Berlin even cite more than 15,000 temporary jobs which will be created in the service
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5.
industries; 170,000 jobs in the tourist industry will be guaranteed in Berlin during the
2006 World Cup.
It is difficult to forecast any of these effects precisely as the course of the World Cup
tournament itself has a decisive influence on how many visitors there will be, i.e.
which national teams drop out or progress to the final rounds of the tournament.
However, one thing is certain:
The better the image boost Germany gets abroad, the better the general mood
in Germany itself and the more effectively Germany can position itself as a
travel destination, the more lasting the effect of the 2006 World Cup will be on
the German economy.
According to estimates by the Federal Employment Agency (BA), the 2006 World
Cup will create an additional 50,000 temporary jobs. Around 10,000 jobs in the service industry, for example in hotels and restaurants, are expected to become permanent positions. In order to best utilize the anticipated job potential, the Federal Employment Agency will be offering its services in a targeted fashion in the World Cup
Host Cities. These local services will comprise both support for key accounts as well
as in finding jobs for employees and staff for employers. On 11 July 2005 the Federal
Employment Agency and the German Football Association signed a "2006 World
Cup Job Offensive".
Location and image campaign: Germany - Land of Ideas
In 2006, Germany will present itself as a strong, modern and innovative business environment. The German government and private sector, represented by the Federation of German Industries (BDI) and other companies, want to use the unique opportunity the World Cup presents to launch the campaign "Germany - Land of Ideas"
which it is hoped will boost Germany's image at home and abroad.
The FC Deutschland GmbH was founded for the specific purpose of carrying out the
campaign. The Federal Administration is providing €10 million in funding towards the
campaign; German industry is to provide a further €10 million.
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5.
Federal Minister of the Interior Otto Schily and the
Vice-President of the Federation of German
Industries,
Dr
Michael
Rogowski,
are
both
members of the FC Deutschland advisory body;
Horst Köhler, the German President, has become
its patron. Details of the campaign (e.g. Walk of Ideas in Berlin, 365 Places in the
Land of Ideas; see www.land-der-ideen.de) were presented at a press conference on
14 June 2005. FIFA has pledged its support to the campaign.
Invest in Germany
Since the autumn of 2004, Invest in
Germany,
company
the
federally
“Invest
in
owned
Germany”,
funded by the Federal Ministry of
Economics and Labour (BMWA),
has
been
capitalizing
on
the
worldwide anticipation and thus the enormous publicity value of the 2006 World Cup
to market Germany to investors around the world. The campaign is being managed
in close co-operation with the 2006 World Cup Office.
Events to mark matches played by the German team in Berlin in September 2004
and in Japan and South Korea in December 2004 showed that foreign companies
are interested in finding out more about the potential for investment in Germany, and
they want presentations not only of the bare economic facts, but also emphasizing
creativity, joie de vivre and hospitality.
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5.
Between May and August 2005 the marketing effort focused on a total of six big football
events.
Invest
in
Germany's "Summer of Football" began in late May 2005
with the DFB Cup Final in the
Olympic
Stadium
in
Berlin,
followed by the opening of the
new World Cup stadium in
Munich on 31 May 2005 and
the
international
between
Germany and Russia in Mönchengladbach on 8 June 2005.
Invest in Germany used this opportunity to persuade potential investors to commit to
Germany. Seminars were held for investors throughout the Confederations Cup 2005
on the occasion of matches in Cologne (Japan v. Brazil) and in Hanover (Argentina v.
Mexico).
Invest in Germany's "Summer of Football" will conclude by inviting an exclusive
group of board members from Dutch companies to an international between Holland
and Germany in Rotterdam on 17 August 2005.
To
provide
media
support
for
its
advertising activities in connection with
the 2006 World Cup, Invest in Germany
has commissioned a film which links
football and high technology in Germany
using analogies such as creativity and
enthusiasm, precision and spontaneity.
Invest in Germany and FC Deutschland
will shortly be concluding a co-operation agreement.
- 34 -
5.
Tourism marketing with the German National Tourist Board:
In addition to economic promotion, tourism plays a key role in the context of marketing Germany as a place for business. As early as spring 2003, the OC and the German National Tourist Board (Deutsche Zentrale für Tourismus, DZT), which is largely
financed by the BMWA, approved a comprehensive marketing action plan for
2005/2006. Based on this plan, the DZT is working hard to promote football-related
travel to Germany and is using all the marketing tools of its 29 branch offices abroad.
The DZT is using trade fairs and workshops, study trips to World Cup cities and special advertising material to draw the international public's attention to Germany as a
holiday destination. This year it made use of the opportunity offered by the EXPO
2005 World Exhibition in Aichi, Japan and the programme of action "Germany in Japan 2005/2006" to advertise Germany's tourist potential. Accommodation Services
and Travel & Event Services, official FIFA partners, are responsible for finding accommodation for guests and organizing travel. They are also working with the DZT in
advertising Germany as a tourist destination.
The DZT has created dedicated pages on its website with information on the 2006
World Cup at: www.deutschland-tourismus.de (German) and www.germanytourism.de (English).
In October 2004 the DZT published a brochure entitled "An All-Round Experience Cities and Regions of the 2006 FIFA World CupTM" which has already been trans-
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5.
lated into 10 languages and is being used as basic advertising material in the most
important source markets for German tourism.
Germany was this year's partner country at the International Tourism Exchange (ITB)
in Berlin from 11 to 15 March 2005, which also focused on the 2006 World Cup. The
DZT invited well-known politicians and sports personalities to the opening event, including Chancellor Gerhard Schröder, Federal Minister of the Interior Otto Schily,
Federal Minister of Economics and Labour Wolfgang Clement, and OC President
Franz Beckenbauer. The aim was to highlight the topic of hospitality for the 4000 international guests. The Germany Travel Mart 2005 is the biggest event for the incoming tourist industry, and this year's focal point was the World Cup Plaza, with representatives of all the 12 World Cup host cities.
4.3
Culture: The Federal Government's Artistic and Cultural Programme
The Federal Government is using its Artistic and
Cultural Programme to present Germany's cultural
diversity and also to whet the appetite of German
citizens and the rest of the world for the 2006
World Cup. Under its artistic director André Heller,
literature, music, film and fine arts projects have been launched to create an artistic
link between football and culture. The Federal Government is providing around
€30 million to fund the ambitious artistic and cultural programme, which is being implemented by the National DFB Cultural Foundation.
The FOOTBALL GLOBE, the "Consulate-General of Anticipation", has been touring
the 12 FIFA World Cup host cities since it was unveiled at a ceremony in Berlin in
September 2003. By half-time in June 2005 around 450,000 visitors in Berlin, Frankfurt, Cologne, Leipzig, Hamburg, Gelsenkirchen, Dortmund and Kaiserslautern had
already visited the football theme world or taken part in cultural events held in the
evening. In 2005 the FOOTBALL GLOBE will be stopping over in Nuremberg and
Hanover before moving on to Stuttgart and Munich in 2006 and finally returning to
Berlin for the 2006 World Cup final.
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5.
In autumn 2005 the Football Globe Germany
(mini-globe)
will
begin
its
journey
as
international ambassador to the Artistic and
Cultural Programme. The spatial installation
will be stopping off in cities in Asia, SouthAmerica and Europe. At night, just like the
FOOTBALL GLOBE, the dome of the Football
Globe Germany is transformed into a light installation. Standing only nine metres tall,
it is considerably smaller than its "big brother". Its first port of call on 3 October 2005
is Tokyo, where it will form one of the core projects of the ongoing Germany Year in
Japan. The Football Globe Germany will stand in the inner courtyard of the German
House (Deutsches Haus) in the capital Tokyo.
The Supervisory Board of the DFB Cultural Foundation comprises representatives of
all parliamentary groups in the German Bundestag and has discussed more than 350
project applications. Now more than 40 projects can label themselves "Official Contribution to the Artistic and Cultural Programme of the Federal Government for the
2006 FIFA World Cup". The deadline for new applications was 31 December 2004.
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5.
Recent highlights from the Artistic and Cultural Programme
As part of the Confederations Cup 2005 the DFB Cultural Foundation organized a
concert with the Philharmonia of the Nations in the Alte Oper in Frankfurt am
Main. This multicultural orchestra brings together musicians from more than 40 countries and five continents and thus embodies the motto "A Time to Make Friends".
2000 enthusiastic visitors gave the orchestra - whose members wore football strip in
the second half of the concert - and the conductor Justus Frantz a standing ovation.
Federal Minister of the Interior Otto Schily could not resist conducting the Radetzky
March which rounded off the evening. The concert was also broadcast live on
Deutschlandradio Kultur.
On 9 June 2005, FIFA, in co-operation with the DFB Cultural
Foundation, presented the Official Art Poster 2006 FIFA World
Cup GermanyTM as an official art edition with a football theme. The
poster edition comprises work by outstanding artists from those
continents whose teams have qualified for the 2006 World Cup. It is
an official licensed product of the 2006 World Cup and is being
shown in art and cultural institutions, as well as galleries in
Germany and abroad. The posters are also available in shops.
Footballers in various regions of the world interpret the
sport in their very own way, thus creating a local/global
street football culture. Short films from countries involved in the project will be shown in the vicinity of the
street football stadium in Berlin-Kreuzberg, among other
places in a mobile cinema (Photo: © Abbas/Magnum PhotosIRAN. Tehran. 1998).
The
bilingual
magazine
ANSTOSS
(KICK-OFF)
contains
information on the Federal Government's Artistic and Cultural
Programme. Six issues of the magazine will be published, each
with a print-run of 10,000 copies. Each 200-page issue contains
a variety of interesting and exciting interviews conducted with
international guests during the FOOTBALL GLOBE's tour. The
first issue of the magazine appeared in December 2004, the
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5.
second in early March 2005.
The international short film
competition SHOOT GOALS!
SHOOT MOVIES! was
ganized
by
the
or-
Berlin
International Film Festival /
Berlinale Talent Campus in
co-operation with the Federal
Foreign Office and the Goethe
Institute. Films were submitted
by 611 film-makers from 75 countries. The 45 winning entries were presented to the
public in February 2005.
The award-winning films will be shown in groups at screenings before and during the
2006 World Cup at which the directors will be present. The films will also be shown in
the FOOTBALL GLOBE, in Goethe Institutes around the world, at events that are part
of the Federal Government's Artistic and Cultural Programme and of the cultural programmes in the FIFA World Cup host cities. A DVD with all the films was released
recently.
Pan.Optikum is a Freiburg theatre group
which combines theatre, music, dance and
acrobatics in its production "BallGefühl"
(Feel for the Ball). With a troupe of 35
people, it is the largest ensemble of its kind
in Europe, putting on spectacular productions in public spaces for a wide audience.
"BallGefühl" will be staged across Germany
in
2006
so
that
the
Federal
Government's official Artistic and Cultural Programme not only reaches people in big
German cities and international metropolises but also those living in smaller cities and
regions.
"Catwalk with Ball", a competition for young designers run by the communications
agency fischerAppelt, began in early June 2005. Ten young fashion designers are to
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5.
design collections based on specific footballing themes. The best collections will be
presented at the PREMIUM fashion show in Berlin and the cdf in Düsseldorf; the
prizes will be awarded by celebrity juries. The big competition finale will then be two
fashion shows at the beginning of 2006 in Berlin and Düsseldorf.
On the Federal Government's initiative the 2006
World Cup will be the first to have a kick-off
event: the 2006 FIFA World Cup Gala Berlin
on 8 June 2006, the eve of the opening match.
In October 2004 Federal Minister of the Interior
Otto Schily, FIFA President Joseph S. Blatter
and OC President Franz Beckenbauer agreed
on the framework conditions for the event.
André Heller is acting as curator of this artistic
kick-off. Details of the event, to be financed and
organized by FIFA, were presented to the public
in Berlin on 17 June 2005. Seven thousand
volunteer
performers
and
1500
volunteer
helpers from Berlin and Brandenburg will be
actively involved.
4.4
Guests: Service and hospitality campaign
The 2006 World Cup gives Germany the opportunity to present itself as a friendly,
tolerant and cosmopolitan host. The Tourism/Hospitality Working Group was
founded in April 2004 to that end and with the active participation of the Federal Government, the OC, the DZT, the Bundestag Committee on Tourism, Deutsche Bahn,
the German Automobile Club (ADAC), the German Airports Association (ADV) and
representatives from the host cities and the German states. The group is chaired by
Klaus Laepple (President of the Federal Association of the German Tourism Industry).
The Tourism/Hospitality Working Group has developed a service and hospitality
campaign. Its target group is the entire service chain: airports, train stations, hotels,
restaurants, local public transport operators and taxi companies. The DZT is in
charge of implementing the strategy, which will ensure that foreign guests are given
- 40 -
5.
the best possible welcome, will make sure they find their way around and have a
great stay in Germany during the 2006 World Cup. Start-up funds totalling €3 million
were provided by the Federal Ministry of Economics and Labour and the Federal
Ministry of the Interior.
5.
Further Activities in Preparation for the 2006 World Cup
5.1
Communications / PR / events organized by the Federal Government
Part of the Press and Information Office of the Federal Government's brief is to
provide information on services and activities of the Federal Government accompanying the 2006 World Cup.
The
Federal
Government's
central
website
for
the
2006
World
Cup
(www.wm2006.deutschland.de) was launched in March 2005 at the CeBIT trade fair
(IT, telecommunications, software and services) in Hanover by Federal Minister of
the Interior Otto Schily and OC President Franz Beckenbauer.
The website was developed by the Press and
Information Office of the Federal Government as
part of the Federal Government's Internet presence
and currently provides information in German,
English,
French
and
Spanish
on
what
the
government is doing in relation to the 2006 World
Cup. It also features news and information on events in the Artistic and Cultural Programme. Within the framework of the hosting strategy, the website outlines the government's location marketing activities and the transport and security guarantees,
and presents Germany as a friendly, cosmopolitan and modern country which is looking forward to welcoming its guests and to a great footballing festival. The site also
features chats and interviews with celebrities and players, and an up-to-date World
Cup quiz with attractive prizes and fun computer games; a forum and guest book
- 41 -
5.
have been provided to encourage users to share their thoughts. A newsletter is also
available (at www.wm2006.deutschland.de), enabling readers to quickly call up specific information. The newsletter will soon be posted in additional languages once it is
clear which teams have qualified for the final round of the World Cup.
The Press and Information Office of the Federal Government has also published a flyer in the four World Cup
languages to introduce the Federal Government's World
Cup website and thus encourage communication in
Germany and abroad.
In co-operation with the 2006 World Cup Office the
Press and Information Office of the Federal Government
produced a supplement to the official Confederations
Cup 2005 magazine (100,000 copies). The eight-page
supplement contains lots of additional information as
well as a greeting from Chancellor Gerhard Schröder, an
outline of the Federal Government's hosting strategy and
a reference to the website.
A further emphasis of communication will be the planned activities for media representatives. As well as the regular newsletter, up-to-date press kits are to be produced regularly on important topics and there is to be an infograph service. Special
attention is being paid to assistance for foreign journalists.
Along with study trips which have already
been planned (in co-operation with the
Federal
Foreign
Office
and
Goethe
Institutes) and information events which
are being planned with the Foreign Press
Association in Germany (VAP), concrete
hospitality measures are in preparation
and will be implemented in December
- 42 -
5.
2005 (Final Draw) and in the immediate run-up to the World Cup. The intention is to
capitalize on the opportunity to generate a positive image of Germany around the
world.
"Football - Globalization - Foreign Policy" is the title of an event which the Federal
Foreign Office organized in conjunction with the 2006 World Cup Office in Berlin
on 19 April 2005. During the panel discussion the speakers emphasized football's
role as a peacemaker and found vivid examples of its power to unite people. During
the evening reception the SAT.1 and Premiere commentator Erich Laaser hosted a
talk show with the theme "Germany is looking forward to the 2006 World Cup!" The
reception was held in the Berlin headquarters of World Cup sponsor Deutsche Telekom. Laaser's guests were Federal Minister of the Interior Otto Schily, Berlin's World
Cup Ambassador Michael Preetz, North Rhine-Westphalia's World Cup Ambassador
Reiner Calmund, referee Markus Merk and Telekom's spokesperson Stephan Althoff.
On 18 May 2005 the British Embassy in Berlin organized a workshop on the 2006
World Cup entitled "What Can Britain and Germany Do Together?" The Federal Ministry of the Interior, the Federal Foreign Office and the Federal Ministry of Economics
and Labour lent their support in preparing and carrying out the event.
"Public Diplomacy for the 2006 World Cup in Germany" is the title of the Federal
Foreign Office's campaign to present Germany to the rest of the world as a modern,
cosmopolitan and welcoming nation. The Federal Foreign Office has launched a
website (www.socceringermany.info) with information in nine languages (German,
English, French, Spanish, Portuguese, Chinese, Japanese, Arabic and Russian). As
from late summer 2005 missions abroad will be able to revise the website decentrally
so that they can present the topic of "football in Germany" in such a way that it is accessible for younger users in the various language areas.
On 3 October 2005, the 15th anniversary of German reunification, events organized
by the missions abroad will focus on promoting the 2006 World Cup. These will include special events in the 31 countries around the world whose teams have qualified and which will be supported by the OC World Cup ambassadors. Partners of
these activities are the DTZ, the Federal Administration and German state institutions
charged with business development, and the Goethe Institute.
- 43 -
5.
The Federal Ministry of Education and Research (BMBF) is supporting the DAAD
in presenting the 2006 World Cup in Germany at appropriate trade fairs abroad, in
consultation with the Federal Ministry of Economics and Labour.
5.2
FIFA fan festivals / public viewing
The 2006 World Cup will not only be taking place in the stadiums, but also in public
places throughout Germany (so-called public viewing). Along with actually going to
the stadium or watching a match at home in front of the TV, a third dimension - rooting for one's team in public places - is gaining increasing importance. Infront AG
holds the broadcast copyright and is granting each of the 12 host cities one licencefree location plus basic infrastructure (video screen plus equipment and stage).
On 20 January 2005 Infront Sports & Media AG and FIFA agreed on the basic conditions for all other public viewing events. Public viewing will be split into noncommercial and commercial events.
Non-commercial public viewing events may not serve any commercial purpose. The
organizers, mainly cities, municipalities and local authorities, as well as schools,
churches and beer gardens, do not have to pay a licence fee.
Commercial public viewing events, where direct or indirect entrance fees will be
charged, are defined as those at which the name of the sponsor is visible or at which
other products/services are advertised. A licence fee is payable; the amount will be
dependent on the size and specific location of the event. All proceeds will go to the
SOS Children's Villages.
All those interested in organizing a public viewing event during the 2006 World Cup
must apply to Infront for a licence and accept the Public Viewing Marketing Guidelines. Infront will also supply a copy of the guidelines for non-commercial and commercial public viewing events.
As far as the security authorities are concerned, these events mean comprehensive
security measures must be implemented in and around the stadiums as well as those
places at which large screens have been erected. The National Security Strategy and
the police's framework strategy already take this into consideration.
- 44 -
5.
5.3
Volunteer programme
Any sporting event of this magnitude also requires the support of the public. Fans
and the attendant fan culture will generate the mood in the host nation Germany during the 2006 World Cup. They play a key role in creating the right atmosphere to
make it a thrilling footballing event. Another group is equally important, namely the
volunteers. Their support will have a decisive influence on the image the 2006 World
Cup leaves behind. Around 20,000 volunteers are needed to act as competent drivers or escorts before and during the 2006 World Cup. They will also be needed to
look after teams, in the VIP service, the accreditation centres, press centres and in
the media stands. Around 1,500 volunteers will be needed at each venue. The former
German President Johannes Rau is patron of this project.
The deadline for the first round of applications was 31 December 2004. By that date,
25,364 applicants had registered, including international applicants. A second round
of applications will run from June to September 2005 via the FIFA website
(www.fifaworldcup.com). In the autumn of 2005 the OC will invite candidates for interview. The third and final round of applications will be in January/February 2006.
The volunteers will not be paid for their work, nor will their travel expenses and accommodation be reimbursed. The volunteer programme is being supported by the
national sponsor Oddset. Information brochures are available in 26,000 lottery agencies, where the programme is also being extensively advertised.
For the Confederations Cup 2005, 2,075 helpers were selected from 12,000 applications. Chancellor Gerhard Schröder thanked these volunteers at a reception held in
honour of their work. Mr Schröder paid tribute to the volunteers, saying that they represented an extremely successful and friendly calling card for the host country.
- 45 -
5.
5.4
Catering and opening hours
The 2006 World Cup offers Germany an exceptional opportunity to provide proof of
its hospitality and tourist appeal. "A time to make friends" - the motto of the 2006
World Cup - should also be reflected in the flexible application of rules on restaurant,
bar and cafe opening hours. Where there is competition there will also be celebration, not only at the venues and in the host cities. Flexible conditions should enable
the catering trade in particular to benefit from the economic impact of the 2006 World
Cup. Applicable law leaves it to the German states to stipulate closing times. The
Federal Minister of Economics and Labour thus appealed to his colleagues in the
German states to advocate longer opening hours during the 2006 World Cup so that
Germany can show the world that it is a welcoming, pro-business country.
Extended opening hours will be possible during the 2006 World Cup based on the
Shop Opening Hours Act. In March 2005 the German states, which are responsible
for implementing the Act, agreed to allow extended opening hours during the tournament in line with the Shop Opening Hours Act. The German states also agreed
that, for the duration of the World Cup finals, opening hours are to be as follows:
Mondays to Saturdays: 6 a.m. to midnight; Sundays (including Sundays which fall
before, on or after days on which matches are played): 2 p.m. to 8 p.m. These times
apply to the host cities and their respective catchment area. This decision constitutes
a recommendation, not a legally binding decision. Therefore, if the German states
feel it is appropriate to introduce further regionally applicable special opening hours
during the 2006 World Cup, they may do so.
5.5
South Africa 2010
The 2010 World Cup in South Africa will be the
first time the event has taken place on the
African continent. Over the past few months
the Federal Government has signalled to
representatives from South Africa that it is
willing to provide support in preparing the tournament.
- 46 -

5th progress report FIFA World Cup 2006

Transcription

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