FIFA gives media the game plan for 2010

Fan Fests also present wonderful opportunities for marketers to get involved with their brands through sponsorship and other brand activations and promotions, despite not being official 2010 FIFA World Cup sponsors – an exclusive club which only the biggest brands can afford to participate in.

It was surprising not to see more media, since the scale of the world cup and the strict FIFA regulations are clearly not yet filtering through to business - and the media has such an important role to play in educating and informing, as well as ensuring that the political leaders keep delivery on track.

This ignorance was demonstrated in graphic technicolour by at least two of our leading branding agencies which presented Fan Fest campaigns at Design Indaba last week – in one example, focusing on shade netting when most of the events will be held at night and in winter to accommodate the global audience. The word “diabolical” was one descriptor used by someone in the know as regards the one plan mooted to supply taxi drivers with fridges for beer and on board plasma screens to act as hosts to the thousands of soccer fans who will descend on our shores. Clearly the notorious reputation of our taxi drivers supplants our shores!

In his opening address at the event at Sandton Convention Centre on 28 February 2007, Premier Soccer League (PSL) chairman Dr Irvin Khoza said it was important for one message with one voice to be broadcast on the 2010 FIFA World Cup event in South Arica. “There are nine host cities, 10 venues… many different government departments involved… local government… in fact almost every agency in the country. We need to broadcast one message with one voice to avoid misunderstandings and miscommunication.”

Match plan

Marcus Siegler, FIFA Communications director, highlighted that the FIFA World Cup is the backbone of FIFA’s financial wellbeing, as well as plowing 70% of revenues from the world cup back to development. He said FIFA had established an office in South Africa to support the LOC and ensure smooth and timely delivery of all FIFA-specific activities in South Africa.

With 26.3 billion global TV viewers for the whole tournament expected, FIFA’s ‘Match’ plan is as follows:

Management of the event

Accommodation
Ticketing
Computer IT solutions

Hand in hand for 2010

He highlighted that ticketing would be the biggest challenge.

The timeline for key events is as follows:

Preliminary team draw: 23 Nov 2007

World Press Day: 24 Nov 2007
FIFA Confederations Cup, South Africa 2009: 14 - 27 June 2009 (to test South Africa’s readiness)
Final Draw: Dec 2009
Team workshop: Feb/Mar 2010
Referee Workshop: Feb/Mar 2010

2010 FIFA World Cup: 11 June to 11 July 2010, South Africa

Allocation of slots as for 2006:

Europe 13

Africa 5 + host (SA)
Asia and Oceania: 5

South America and CONCACAF: 8

Entry forms have been sent out as the preliminary competition for 2010 starts this year. For the 2006 FIFA World Cup, 194 nations participated in 847 matches with a total of 2464 goals being scored.

The confederations cup in 2009 is a test of infrastructure in the host country, partnerships, how FIFA and the LOC work together, the media structure, partners needs, how teams are hosted by the host country, host city and stadium readiness is all tested.

Engaging the continent

LOC communications manager Tumi Makgabo in her presentation on ‘The Road Ahead’, highlighted that the key players were the host cities themselves. She emphasised: “This is not just about South Africa, but about the continent and we are in the process of engaging with stakeholders across the continent.

In turn, Tim Modise, head of the LOC Communications Portfolio, said that the 2010 FIFA World Cup presented an opportunity to collaborate with all stakeholders in a dynamic partnership based on integrity and excellence. “We need to rally and mobilise the people of South Africa to organise an African FIFA World cup with precision, innovation and flair.”

He emphasised that this was more than a football tournament… but also a sports, music and arts and cultural show:

• ensuring we leave a legacy (continental, regional and local)
  
• ensuring that it is viewed as world class
  
• ensuring we create the right platform for the whole of Africa to participate
  
• ensuring we transform social, economic environment for people and South Africa
  
• ensuring we effectively market and communicate our achievements and success
  
• ensuring we are rigorous in our presentation and delivery

An African World Cup

He outlined the principles of the broad strategy of the LOC: South Africa is merely a stage of the African World Cup: the rest of the continent is the theatre and rest of continent must see and experience the world cup. “This is an African Celebration and must be presented through sports, arts and culture, showcasing our unique history and heritage.”

Modise said we must be able to address the international and communities challenges and market Africa and SA and world cup as an African celebration, creating an African Legacy, so that the impact of the world cup is felt in health, investments social upliftment, etc.

“We must create a legacy in South Africa of individual and economic empowerment, transformation, and deliver on what we promise.”

The key objectives of the LOC’s media strategy was, according to Modise:

1. To promote the FIFA world cup and host a world class event.
   
2. Promote African excellence.
   
3. Legacy development of the continent.
   
4. Promote the FIFA message of peace and fraternity of nations in the spirit of fair play.
   
5. To communicate professionally and effectively.
   
6. Position the country and continent as world class destinations where excellence is promoted and celebrated.
   
7. Communication messages should instill pride and confidence in our people,
   

The outcomes of its media strategy that it would hope for would be positive feedback and reporting in the media; informed commentary; enthusiasm; a change in attitudes and perceptions on South Africa and Africa; a change of attitudes in South Africa; inspire and motivate youth; and earn respect for the host cities, country and continent.