Memorandum submitted by the Football Association
2006 BID SUBMISSION (TECHNICAL BID DOCUMENT)
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
"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
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 peoplethe
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*)
and requested responses covering the following areas:
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
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:
BT Cellnet Riverside Stadium
City of Manchester Stadium
Sunderland Stadium of Light
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.
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
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
the establishment of an International
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 peoplesix
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