Memorandum submitted by the Football Association
4.1 Chapter 3 of this report outlined the
key ingredients of organising the Bid as defined in the full campaign
plan produced in June 1997. Much of the rest of this report focuses
on strategic issues. The Campaign Diary provides the narrative
account of the Bid and concentrates principally on the political
developments that occurred.
4.2 This separate section highlights some
of the key organisational tasks that arose during the campaign.
4.3 The final organisational structure used
by the campaign is contained in Appendix 8*. Apart from Alec McGivan,
the Campaign Director, and Hazel Ruscoe, in charge of the Bid
documentation, both of whom had worked for The Football Association
on EURO '96, the rest of the staff team were recruited specifically
for the World Cup campaign. A large amount of time was spent in
recruitment, in drawing up job specifications and the subsequent
management of the team.
4.4 The campaign was divided into three
(i) the Campaign Director's office;
(ii) the International section;
4.5 Most of the team were employed by The
FA on fixed term contracts, although a few additional freelance
staff were also taken on.
4.6 The full events programme undertaken
by the Bid is listed in Appendix 5.
4.7 The Bid team set great store by undertaking
events to the highest possible standard. Very detailed planning
went into the events programme and the Bid continually won the
highest praise from those attending 2006 functions. The policy
was very much that if events were worth doing they were worth
doing exceptionally well. Time and again FIFA members were impressed
by the high standards and professional organisation at Bid events
both in England and overseas.
4.8 Events not only took up a great deal
of staff time in terms of their preparation and execution but
they also formed a considerable part of the campaign budget (see
4.9 As with the events programme the campaign
adopted the policy of producing publications to the highest possible
standard. It was also the Bid's policy to produce everything in
three languagesEnglish, Spanish and French.
4.10 In 1997 the campaign produced a high
quality first glossy brochure introducing the Bid to both the
domestic and international football audience.
4.11 This was followed by seven issues of
"Target 2006", the campaign's newsletter.
4.12 For key supporters of the Bid briefing
service "In Brief" was also regularly produced (24 editions)
throughout the life of the campaign. This sought to update key
supporters on the campaign's progress.
4.13 The other publications produced by
the campaign were as follows:
(i) a further brochure "The Stage Is
Set" featuring English stadia
(ii) "Wembley", a special publication
showcasing the designs for the new stadium
(iv) CONCACAF, AFC and UEFA Congress Broadsheets
(v) "Welcome to the World" brochure
highlighting the Bid's worldwide project to invite children from
each of FIFA's 203 member countries to attend the World Cup in
(vi) a range of campaign videos produced
in up to 20 different languages
(vii) further campaign material highlighting
England's Case and the Six Reasons.
4.14 In addition to publications and video
material, the campaign also produced promotional merchandise not
dissimilar to the type of items used in political campaigning.
The list included badges, ties and small promotional gifts such
as an England 2006 "taxi". The 1996 players all signed
a unique momento of winning the World Cup, providing a special
gift for those the campaign visited. A unique box set of prints
signed by 24 of England's greatest living players was also produced.
Merchandise was particularly helpful at exhibitions and events
and although England took the lead in this area, all the other
campaigns eventually followed suit with campaign promotional items
for all the bids always in demand.
4.15 Inevitably a considerable amount of
time had to be invested in a pro-active media campaign. The Bid
employed a former sports editor from The Mail on Sunday (Roger
Kelly) as its media officer for the last two years of the campaign.
Hiring an experienced voice was a great asset to the Bid. A lot
of media work also had to be done internationally and key journalists
in all the FIFA countries were targeted. This was achieved both
through mailings to the Bid's database but also through regular
pro-active phone calls to key media targets. On the whole the
media internationally were always interested in a positive way
in what England's Bid had to say. The reaction of the English
media was perhaps not surprisingly more mixed.
4.16 The campaign created from scratch a
comprehensive database of world football that sought to compile
all those who might have some form of influence over the decision.
The database included the "gold list" which incorporated
the most powerful names in world football and who received more
regular communications from the Bid. It also included all national
associations and their office holders and an extensive media list.
The database was segmented so that targeted groups could be given
priority. The total mailing list extended to some 15,000 names,
all of whom received the major publications produced by the campaign.
4.17 The final financial account of the
Bid is presented in Appendix 3,
and was published on The Football Association's official website
in September 2000. The Bid adopted the policy of being open right
from the beginning about the amount of money we were prepared
to spend. This policy was not adopted by the other bids who have
remained much more secretive about their spending. Given that
the other bids were pursuing very similar activities however,
there is no reason to believe that their spending was dramatically
4.18 It was inevitably difficult at the
outset to be entirely clear what amount of money was appropriate
for a bid of this nature. The FA took the conscious decision not
to spend on the scale of the Japanese and Koreans who had bid
for 2002. While accounts for 2002 have never been published, it
is thought that both the bidding countries each spent at least
six times the English Bid, on their campaigns. Although we took
a conscious decision to spend a lot less, for some, the amount
of £10 million was still too much. However, few critics have
come up with a realistic alternative sum and it remains the case
that bidding for an international sporting event as big as the
World Cup is an expensive business.
4.19 The campaign set great store by proper
financial management and staff were committed to good financial
administration and reporting mechanisms to both The FA's Finance
Department and its finance committees as well as to The FA board
and the Bid's own Steering Committee.
4.20 The Campaign Director's duty was to
report to the World Cup 2006 Bid Steering Committee chaired by
the Chairman of The Football Association. The Chief Executive
of The FA also attended this committee. The Bid Steering Committee
was made up of representatives of all the funding organisations,
The FA, The FA Premier League and Sport England. The Department
of Culture, Media and Sport was also represented at Bid Steering
Committee meetings. All the paperwork associated with the Bid
Steering Committee is held on file by The Football Association.
4.21 The campaign decided not to employ
a public relations agency which would have been a very heavy financial
burden on the budget. Instead through contacting some key professionals
with an interest in football, we put together a "shadow"
agency termed The Creative Group. This brought together a number
of key people from public relations and advertising and met from
time to time to give the campaign advice on various public relations
World Cup Theme
4.22 Considerable thought was given to what
else the English Bid could say beyond the Six Points which emphasised
the strong organisational case that we had to offer. We wanted
the Bid to go beyond this to also present an imaginative idea
or theme for England 2006. We settled on a theme associated with
young people which was also truly international. We devised England's
"Welcome to the World", an invitation for 12 children
from each of FIFA's 203 countries to come at England's expense
to be part of the World Cup experience. This scheme had huge educational
and social benefits and would have been the biggest international
youth gathering of its kind through sport. The project had enormous
appeal to many FIFA member countries and won us considerable praise
for its imagination and creativity. It was planned to fund this
project from the profits made from hosting the tournament.
4.23 The above sub-headings give some indication
of the logistical operation involved in mounting the Bid. The
campaign staff team was made up of a very dedicated group of individuals
who developed a clear campaign mentality and worked as an effective
unit. The biggest challenge was in bringing such a group of people
together for a fixed period and enabling them to work speedily
and effectively on behalf of our Bid.
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