Select Committee on Culture, Media and Sport Minutes of Evidence

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 principal sections:

    (i)  the Campaign Director's office;

    (ii)  the International section;

    (iii)  Events.

  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 Appendix 3[7]).


  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 languages—English, 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 England

    (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.

The Media

  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[8], 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 different.

  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.

Decision Making

  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.

Creative Group

  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 issues.

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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