September 15, 2006
By Lucky Sindane
A DELEGATION from Johannesburg attended an observer programme organised by FIFA, developed to assist host cities with the planning for the 2010 FIFA Soccer World Cup.
The observer programme took place during the 2006 FIFA World Cup in Germany. Representing Joburg were the city manager, Mavela Dlamini, the City's 2010 executive director, Sibongile Mazibuko, and Ellis Park manager, George Stainton.
The observers programme is a well-established FIFA programme, which is held at every World Cup for the next hosting country. It gives delegates an opportunity to learn how a World Cup is managed and what logistics go with the event.
Joburg is one of nine host cities for the 2010 Soccer World Cup, and Ellis Park and Soccer City will be used as match venues.
"We were advised that South Africa would have to host an observer programme for the next host country as part of the 2010 programme," said the City's 2010 executive director, Sibongile Mazibuko.
Mazibuko recently submitted a report on highlights and lessons learned in Germany to council.
Stadiums
A number of stadiums were visited, the highlight being the Munich and Berlin stadiums where the opening and closing ceremonies were held. The German stadiums were ready for takeover by FIFA three months before the World Cup.
A FIFA international product supplier that is linked to their IT official sponsor installed the IT infrastructure in all stadiums. From the date of handover, the stadium was a FIFA asset, and all non-FIFA marketing items were removed from the facilities.
The international FIFA officials took full responsibility of the stadium and were continuously in contact with host cities for any city-related functions. The commercial names of the facilities were temporarily changed by FIFA to neutral names such as 'FIFA World Cup Venue'.
Host City Agreements
The host city agreements were only implemented and signed in Germany last year before the World Cup. Such host city agreements are not as stringent as the South African host city agreements, which were influenced by the excursion to Germany. These agreements were informed by the need to protect the official sponsors and to implement the state guarantees.
FIFA Marketing
The Germany 2006 logo and marketing line for the 2006 FIFA World Cup - 'Time to make friends' - was effectively used by all host cities in Germany. The marketing stand adopted by the city of Stuttgart was particularly impressive and very visible. The biggest failure was the Germany lion mascot, which was not well received by the host community and achieved low sales. It was reported that the company that designed the mascot went bankrupt.
Transportation
The public transport was excellent. Not only was it efficient, accessible and extremely reliable, it was evident to the delegates that the public transport system was highly integrated. The time lapse between various modes of transport was exactly five minutes. Germany used the World Cup to develop the rail system in all cities visited as well as well-developed pedestrian lines and non-vehicle systems.
Ticketing
The ticketing system was internet-based with very few walk sales centres. Tickets of all the games were personalised. At each venue the tickets were used for access to two security perimeters before the final electronic swipe into the stadium. The ability of ticket resale or cancellation was very impressive. Lost tickets could be traced if they were fraudulently used or not. The ticketing sales can be seen as a package for accommodation and transport for official FIFA venues, matches and exhibition venues.
Public viewing
Not everyone can afford tickets for the World Cup. Fans travel from all over the world to be part of this historic event; some of them without a single ticket to attend a single game.
Public viewing areas were created in Germany. The most popular one was the mile in Berlin that boasted the highest spectator attendance of 700 000 to a million spectators for the opening game and losers' final respectively.
In these public viewing places, big screens with the entire necessary infrastructure to provide good viewing and supply of snacks and drinks was provided. These venues were managed and monitored like any match venue and entrance was free.
Public performance and public squares
Germany provided public squares for fans' activities: on non-match days these were spaces for public chanting and public performances by both fans and artists. These public spaces were supported with temporary restaurants and public amenities. Trading hours were extended to 24 hours.
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