ADVERTISING & PROMOTION: Helping the Cup come home

Campaigning is already under way to host the World Cup in 2006. Jane Bainbridge reports on the England marketing team’s preparations and its chances.

Campaigning is already under way to host the World Cup in 2006.

Jane Bainbridge reports on the England marketing team’s preparations and

its chances.

The team behind England’s bid to host the World Cup in 2006, is stepping

up its efforts to secure the event following the success of last year’s

Euro ’96 tournament.

A marketing campaign initially launched in February this year is

designed to create as much attention and support as possible, in the UK

and internationally, to help convince the 24 members of the

International Football Federation (FIFA) that this is the best country

to host the event.

The campaign, co-ordinated from the Football Association’s headquarters,

now has a director, Alec McGivan, and has built up its database,

allowing the marketing campaign to start in earnest.

Spreading the word

Three thousand promotional videos, developed by sports video producer

Worldmark have been sent out to the media and businesses.

Real Time, which designed the England 2006 logo, is currently developing

its Web site and over the next few months it will be looking to appoint

an advertising agency.

But promoting a bid like this is a long haul, with the final decision

not being made until June 2000, and there are other strong offers.

Other countries thought to be in the running include Germany, Argentina,

Brazil, Peru and Ecuador in a joint bid, and South Africa.

There has already been a fair deal of controversy over the German bid,

which UEFA said it was going to support.

The England campaign wants the chance to be considered equally with


But a spokeswoman says it is not too concerned as FIFA has to pass a 75%

majority allowing UEFA to support one country, which will be difficult

to do.

Ironically, although the UEFA controversy is unwelcome, it has focused

attention on the fact that England is bidding. As the spokeswoman says:

’Everyone now knows we want to put it on.’

There is no doubt of the enormous influence Euro ’96 has had on the bid

and McGivan, who will be handling all the marketing, was media relations

manager for Euro ’96. With a background in politics and event

management, he will be able to take the UEFA controversy in his


A final budget for the marketing has not been agreed but it is estimated

at about pounds 8m over three years.

The campaign team is keen to avoid the spiralling costs sometimes

associated with bidding for these events.

Japan and South Korea, which are jointly hosting the 2002 World Cup,

spent in the region of pounds 50m and pounds 38m respectively during

their bid process.

Raising the money

The campaign team is hoping for money from the National Lottery and the

Football Association, as well as plenty of goodwill from people keen to

be involved.

Other heavyweight supporters include Howard Davies, deputy governor of

the Bank of England, and Sir Colin Marshall, chairman of British


England 2006 hopes some of its networking contacts will help promote the

chances of hosting the event.


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