Select Committee on Culture, Media and Sport Minutes of Evidence

Memorandum submitted by the Football Association



  5.1  In order to enable FIFA to assess the rival bids and to satisfy FIFA that the successful bidder could comply fully with FIFA's requirements and provide all necessary guarantees, FIFA advised the candidates that it would, as usual, issue a "List of Requirements for the Organising Nation". Responses would take the form of a Technical Bid Document to be submitted nine months or a year before the vote.

  5.2  Preparatory work for this Bid Submission, which would entail a major research effort and ultimately the production of a detailed, factual document running to 1,100 pages, commenced in August 1998, some five months before FIFA issued its Official List of Requirements in January 1999. Using the List of Requirements issued for the 2002 World Cup, a framework for the bid submission was established, although we were aware, from indications given by FIFA, that the 2006 requirements were likely to be more detailed in content.

  5.3  Using daily and weekly deadlines for each section of the bid submission, we established very demanding work schedules in order to make headway with the huge task.

  5.4  Between August and September, we set up the selection process for the appointment of a design agency to work with us to produce the documentation. Some 25 agencies were asked to submit credentials and presentations for consideration. A shortlist of four agencies was then established for further scrutiny. After much deliberation, we decided to work with a design agency based in Leeds called Elmwood.

  5.5  The agency was appointed in September 1998 and key members of its staff were instrumental in the planning of the submission. A very positive working relationship was established with the agency and it demanded the very best of teamwork and dedication. Long days of planning, building copy and reviewing layouts were a key feature of the early months.

  5.6  Because the agency was located in Leeds, positive communication links were essential. We set up a tele-conference facility, between PCs at both Elmwood and The FA, which facilitated daily meetings, discussion of page layouts and selection of photographs.

  5.7  A modem was also established to ensure that page layouts could be transferred from Elmwood's computers directly to a colour photocopier at The Football Association. This allowed quick turn around of amended copy and layouts.

  5.8  At least two days each week were spent at the Agency's headquarters.

  5.9  Under the slogan of "We Are Ready, We Are Right", we took an early decision to produce the following documents:

    "We Are Ready" a book which would answer FIFA's List of Requirements in great detail,

    "We Are Right" a supplementary, photographic-led book which would encapsulate the magic of football in England and focus on the fantastic stage England would be for FIFA's premier tournament.

  Annexe Documents  to accommodate completed contracts requested by FIFA, eg Government Guarantees, stadia and hotel contracts, detailed stadium surveys, tournament budget.

  5.10  We felt it was important to emphasise that our Bid was not only about our professionalism and our ability to apply the highest level of organisation, but also our real passion for the game and for staging a World Cup in our country. We also wanted to convey that our Bid was based on reality and not just promises. Moreover, it was an outward-looking bid, internationalist in concept, which also concentrated also on young people—the future of football.

  5.11  To highlight our international perspective, we produced the document in English, French and Spanish, although the requirement was to produce in just one language.

FIFA's List of Requirements

  5.12  The FIFA List of Requirements was issued by FIFA in January 1999 (Appendix 2*[9]) and requested responses covering the following areas:

    Government Guarantees



    Technical Infrastructure

    Media Requirements





    Official Events

    FIFA General Secretariat requirements

  5.13  The Technical Infrastructure section presented a number of challenges. Few of the fourteen candidate venues had detailed plans, so the agency were required to re-draw most of the stadium plans. On each plan, we plotted the facilities required for a World Cup, including media centre and tribune, mixed zone, sponsors' village, players' and officials' facilities etc.

  5.14  A number of freelance contributors were involved in this process to liaise with clubs and to produce specialist football writing.

  5.15  Candidates venues were:


    Arena 2000, Coventry

    BT Cellnet Riverside Stadium

    City of Manchester Stadium

    Elland Road

    Goodison Park


    New Stadium, Leicester

    Old Trafford

    Pride Park

    St James's Park

    Stamford Bridge

    Sunderland Stadium of Light

    Villa Park


Hotel Accommodation

  5.16  One of our greatest challenges was obtaining signed contracts from our hotel community. FIFA had produced an onerous contract that needed to be signed by individual hotels, who were asked to contract rooms six years ahead of the potential tournament. This was only achieved with the intervention of the Government who appealed to our hotel community. The result was the contracting of 35,000 hotel rooms.

Additional Features

  5.17  We also decided to include a number of special proposals within our formal bid documentation, to demonstrate that we had gone beyond FIFA's standard List of Requirements. These features included:

    —  a Media Guarantee which addressed key media issues/features that we were committed to for the tournament;

    —  a Fans' Charter, which focused on our commitment to provide the best facilities for fans attending a World Cup;

    —  an Environment Strategy produced by an agency, Environmental Resources Management, which presented proposals to reduce the negative environmental impact of a World Cup;

    —  a detailed Legacy proposal, designed to put young people first, to ensure that the staging of the World Cup would leave a lasting legacy well beyond the tournament. This comprised:

    —  the establishment of an International Scholarship Scheme

    —  virtual coaching website

    —  assistance to other nations in staging major football tournaments

    —  a Children's Charter — special proposals to ensure that children would get the very best out of attending a World Cup in England.

    —  "Welcome to the World" — a unique cultural exchange which involved 12 children from each of FIFA's 203 member countries visiting England for the duration of the World Cup. All expenses relating to the visit were to be covered by The FA. As well as attending matches, children would be involved in educational and cultural programmes.

  5.18  We worked with a vast range of organisations to achieve our goal of providing comprehensive documentation. These included local authorities, a variety of Government departments, fans' organisations, footballing bodies such as Kick Racism out of Football, The Prince's Trust, The Commission for Racial Equality and transport authorities.

  5.19  To highlight the scale of the production:

    —  the final documentation amounted to 1,100 pages;

    —  300 organisations were required to sign-off sections of the Bid document;

    —  35,000 hotel bedrooms were contracted;

    —  20,000 photographic images researched;

    —  a core staff of 8 people—six from Elmwood and two from The Football Association

  5.20  Prior to printing, an intensive period of checking the English, French and Spanish versions of the documents took place. This involved some 200 hours.

  5.21  The documents were presented as hard-back books in a slip-case. Members of the FIFA Executive Committee received the documents in large red presentation cases with their names inscribed in gold lettering.

  5.22  The submission of the document by Sir Bobby Charlton and Michael Owen and children from the Blue Peter children's television programme took place on 9 August 1999 — some 12 months after the project started.

9   Not printed. Back

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