Memorandum submitted by the Football Association
3.1 In the summer of 1996 The Football Association
had begun to explore what would be involved in mounting a bid
for the FIFA World Cup. Much had changed since The Association
had hosted the World Cup in 1966 and the bidding for EURO '96
had not been anything like as intense as the World Cup process.
3.2 Alec McGivan, who had been responsible
for the media management of EURO '96, was asked to do some initial
research and he produced a short paper in August of 1996. This
paper identified some important issues concerning the likely timetable;
the need to develop a clear case for support; the importance of
a new national stadium; the need for a cultivation programme and
the importance of Government support. The paper also took a first
look at the likely list of competitors for 2006.
3.3 This early piece of research encouraged
The Football Association to pursue the matter further and by the
December a more comprehensive sixty page progress report was produced.
By this stage meetings had taken place with FIFA officials as
well as representatives of France '98. Discussions were also held
with those who had been involved in the successful USA and Japanese
World Cup bids for 1994 and 2002. A range of individuals were
consulted including some key international journalists. Initial
discussions also occurred with Government.
3.4 By June of 1997 a full Campaign plan
had been developed by Alec McGivan and by one additional member
of staff. The Campaign plan was presented to The FA Council and
The FA Executive Committee and formed the basis of the Campaign
that was to follow over the next three years. This Campaign document
was an important milestone in the England's Bid's progress.
It covered in detail the following headings:
3.5 The plan identified two major objectives:
|(i)||to win for England the Bid to host the 2006 World Cup Tournament; and
|(ii)||to promote the reputation of English football and The Football Association world-wide.
Progress To Date
3.6 The document referred to the publicity that had occurred
following UEFA's intervention in January of 1997 and the subsequent
launch of the Bid at No 10, Downing Street in the February. A
clear Case for Support had been published; links had been established
with the English and the UK Sports Councils, with Government and
with British embassies around the world; a series of key domestic
presentations about the Bid had occurred; the Bid identity and
logo had been created as well as a Campaign video and a first
brochure. Active contact with the media had also begun and there
had been several initial receptions and exhibitions including
one in Paris on the occasion of England's participation in the
Tournoi de France (June 1997).
3.7 In the first real look at the strategy which would
need to be employed for the English Bid, the Campaign plan highlighted
certain key elements, recommending that the Campaign should:
|(i)||Concentrate above all else on the 24 individual FIFA Executive Committee members;
|(ii)||Adopt a positive approach, emphasising England's excellent case for staging the tournament;
|(iii)||Monitor the opposition bids and assess their strengths and weaknesses;
|(iv)||Create a comprehensive communications programme with the international football community including the six confederations and the 2000 national associations and their representatives;
|(v)||Achieve a high profile overseas ensuring a presence for English football at all major congresses, conferences, exhibitions and other international football events;
|(vi)||Give considerable attention to the media both domestically and internationally;
|(vii)||Ensure that the Bid is on behalf of the whole country, not just football, with politicians at a national and local level behind it, as well as significant businessmen and major celebrities;
|(viii)||Ensure that the football family in England is kept informed of progress with the Bid and remains supportive of it;
|(ix)||Engage the interest and commitment of British business;
|(x)||Maximise use of the Government's world-wide network of British embassies;
|(xi)||Create key 2006 ambassadors to represent the Bid, particularly overseas;
|(xii)||Adopt a sophisticated approach to the gathering of key information and ensure its effective use in determining Campaign activities and strategy;
|(xiii)||Establish a consistent and clear message with all Bid ambassadors adhering to the same case for support;
|(xiv)||Produce a detailed and outstanding Bid Document; and
|(xv)||Create a unique theme for a World Cup in England to provide the English Bid with a competitive edge in the bidding process.
The Style of Campaign
3.8 While winning the Bid was clearly the overriding
priority, the Campaign Plan identified certain hallmarks desirable
for the English Campaign which should be:
|(ii)||well resourced with sufficient funding;
|(iii)||imaginative and original, carrying out Campaign activities with flair and originality and thereby making the English Campaign distinctive;
|(v)||a national Campaign;
|(vi)||receptiveinvolving wherever possible leading professionals wishing to help the English Bid in a voluntary capacity.
The Case for Support: The Six Reasons
3.9 The Campaign Plan created a clear Case for Support
which subsequently remained in place throughout the Campaign.
It read as follows:
1. England is The Home of Footballthe birthplace
of the game. It is the place the fans want to visit. It is where
international stars want to play. It is the perfect setting for
football's greatest tournamentThe World Cup.
2. EURO '96 was an outstanding success. We proved that
we can stage a major international tournament. It was trouble
free, well organised and had a great atmosphere. Everyone enjoyed
it. Throughout the world it was recognised as the best European
3. England's grounds are now the finest in the world.
Around £600 million has been spent in recent years to create
a set of venues worthy of the World Cup. Not only are the facilities
excellent, the groundsOld Traford, Anfield, Villa Park
and the restare world famous footballing shrines to millions
4. Wembleythe Venue of Legendsis about to
be rebuilt at a cost of £200 million. The most famous venue
in the world is about to become the finest modern football stadium
in the world, fit for the 21st century and ready for the World
Cup Final 2006. It is the venue where every great footballer wants
5. The World Cup in England will take place in grounds
that create a unique atmosphere. There are no fences. The crowd
is close to the pitch and plays an important part in the game.
The World Cup in England will not only be special, it will be
6. England is a great place to visit. It is high on the
list of international tourist destinations. London in particular
is one of the most popular cities in the world.
The Bid Submission
3.10 While the plan recognised the importance of Campaigning
it also acknowledged that a highly impressive Bid Submission would
be required by FIFA. The Campaign would need to respond to FIFA's
Requirements (Appendix 2).
The planning for the Bid Submission would need to start early
and should involve a series of key partners, notably the potential
venue clubs, local authorities, and a number of Government departments.
3.11 It was recommended in the plan that the 2006 Campaign
should be based upon partnerships. While The Football Association
would spearhead the Campaign, the English Bid should be a partnership
with business, the venue clubs and cities, national opinion informers
and, most significant of all, Government. The backing and active
support of the British Government was identified as vital with
the Government not only involved but seen to be involved internationally.
The active support of the Prime Minister and other key Government
representatives, notably the Sports Minister, was essential.
3.12 Key areas for potential Government involvement in
the Bid were identified as follows:
International networking via embassies and High Commissions;
Support for a lottery application;
A Campaign and World Cup Theme
3.13 It was recommended that a major competitive edge
could be gained for the English Bid if a unique theme for England
2006 could be identified, likely to embrace ideas of football
being a power for good within society and the importance of young
Plan of Action
3.14 The Campaign plan identified the following Campaigning
activities which now needed to be undertaken.
The FIFA Executive
3.15 In order to begin the process of persuading the
24 individual FIFA Executive members, the Campaign needed to undertake:
(i) research on individuals;
(ii) devise a personalised communication strategy for
each FIFA member;
(iii) begin to plan visits/meetings.
Foreign and Commonwealth Office
3.16 It was recognised that the FCO would be central
to the Campaign's chances of networking around the world and having
a direct influence on the FIFA Executive members. The plan of
action would need to include:
(i) the cultivation by FCO missions of FIFA Executive
members and other influential football decision makers;
(ii) assistance in mounting sustained publicity Campaigns
in target countries;
(iii) the acquisition of information;
(iv) assistance with specific overseas events;
(v) the co-ordination of visits to target countries by
(vi) assistance with visits to England by influential
The Ambassador Programme
3.17 It was recognised that the Bid required a powerful
set of high profile advocates and the work should begin to recruit
these as soon as possible. Sir Bobby Charlton CBE, Geoff Hurst
MBE and Gary Linekar OBE were all likely to become involved.
3.18 These principal ambassadors and others drawn from
football, business and public life would:
(i) promote England's Bid through face to face discussion
(ii) assist in receiving guests requiring cultivation/lobbying;
(iii) assist in overseas visits;
(iv) provide support via quotes, pictures etc in Campaign
material and in the media.
3.19 It was proposed that some direct corporate sponsorship
of the Bid should be secured in order to give the Campaign added
strength and credibility, a network of international contacts
helpful in the lobbying process, some financial support (or help
in kind) and the opportunity to strengthen the commitment of certain
chairmen and chief executives as individuals. It was proposed
to try and attract companies that had both a clear British and
3.20 It was recognised that a comprehensive promotional
programme would be needed covering the following items:
brochures, newsletters, Bid leaflets, videos,
merchandise, briefing service, press service, articles, public
information, Internet, mailing/distribution, presentations, translation,
advertising, PR think tank.
Events and Exhibitions
3.21 The Campaign would need to use events to promote
the Bid and urgently to identify opportunities both at home and
3.22 The Campaign needed to begin the compilation of
a comprehensive database on world football which would need to
be built up and utilised throughout the Campaign.
Plan of Action/Phases
3.23 In order to plan the Campaign effectively, the plan
divided the Campaign period into three phases.
Phase 1 July 1997 to July 1998
Phase 2 July 1998 to September 1999
Phase 3 September 1999 to June 2000
3.24 At this early stage in the Campaign the original
plan proposed the following staff posts:
Planning and Research Manager;
Ambassador/corporate friends/VIP visits co-ordinator + assistant;
Press and Information Officer;
Assistant to the above two posts;
Events/Exhibitions Officers; Database Manager;
General administrative assistant;
Foreign and Commonwealth co-ordinator (initially part-time).
For each of the above a detailed job description was contained
in the Campaign Plan.
3.25 Naturally throughout the life of the Campaign the
staff structure evolved. The final staffing arrangements adopted
by the Campaign are contained in Appendix 4.
3.26 The Campaign plan contained a proposed total budget
for the 2006 Bid of £9,402,000.00. (See Appendix 3*.)
3.27 It was recommended that this should be a fixed figure
which the Campaign should work within. Over and above this, some
limited additional funding from sponsors was also anticipated.
3.28 The plan contained an estimate of expenditure for
each phase of the Campaign under the following headings:
travel and subsistence;
3.29 It was recognised, however, that at this early stage
there would need to be flexibility within the overall total so
that expenditure could switch from one category to another and
if necessary from one phase to another.
3.30 It was proposed to seek one third of the total budget
from the lottery. This would be done via the English and UK sports
councils from money specifically allocated to supporting English
bids for major international sporting events.
3.31 It was further proposed that The Football Association
would guarantee the other two thirds of the budget with the likelihood
of asking The FA Premier League for a one third contribution.
3.32 The Campaign plan proposed the creation of a Campaign
Executive Committee which would be responsible for the financial
management of the Bid. The Committee would receive regular reports
from the Campaign Director and Campaign staff and would need to
have representatives of certain outside organisations such as
the Department for National Heritage and those involved in funding
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