inside 01 January 2006

Official Newsletter for the UEFA European Football Championship™ impressum Front Cover:Austrian andSwissfootballfanslookforward to UEFA EURO2008™. Images:GEPA Pictures/Bongarts Printing Layout/Setting Design Translation Writers Project Co-ordinator Editor Publication national team,itisasifwasthefirsttime. EverytimeIgotoplaywiththe maximum youcanachieveasaplayer. ToIt isanhonour. represent yourcountry ataEUROorWorld Cupisthe F: +41(0)848012008 ATAR RotoPressSA/Vernier () team2graphics /Helsingør() The Works Ltd./Leeds(England) UEFA Language Services Wolfgang Eichler/GrahamTurner Liselotte Kallen Frits Ahlstrøm +41(0)848002008 T: Switzerland Nyon1 CH-1260 Route deSt-Cergue9 Headquarters Euro 2008SA F: +43(0)1729200810 +43(0)1729200813 T: A-1190 Wien 100A Sommerhaidenweg Tournament OfficeAustria Euro 2008SA Raúl GonzálezBlanco key orroutine –alwaysspecial. special moment.Itisneverlow- love tobethere anditisalwaysa thousands ofplayerswhowould can. There are thousandsand anthem; andtogiveeverythingI my country;tohearthenational I gowithalotofdesire torepresent Image: MatthewAshton/Empics F: +41(0)227072166 +41(0)848002008 T: Switzerland CH-3000 P Nussbaumstrasse 21 Tournament OfficeSwitzerland Euro 2008SA .O. Box186 .O. Two countries - one event 06 Ralph Zloczower and practise a verbal one-two

Pot Luck in 12 The Qualifying Draw for UEFA EURO 2008™ contents A Uniform Approach 15 Presentation of the official uniforms for UEFA EURO 2008™

TV- A Different Picture 18 Interview with the Director of inside Marketing & Media Rights

Amazing similarities 20 Interviews with Stéphane Chapuisat and Andreas Herzog

Reaching for the Sky 24 Interview with the Head of TV Production

UMMM … 27 UEFA Marketing & Media Management

Christian & Christian 30 Two careers that could hardly be more different

The EURO legends 38 : The Black Panther inside 02 03 Inside EURO 2008™. In other words, we will feature the sectors where there is something to report. In this first issue, we are not featuring some projects but, for your information, the Lists are shown on these two inside pages, purely to give you an idea of what is on the menu and the boxes we hope to be able to tick off We cordially invite you Inside EURO 2008™. in the near future. This is the first issue of a regular publication which will appear with growing frequency The thing about Action Lists, of course, is that they are as the warm-up for the final tournament impersonal. So, in this publication, our aim is also to in Austria and Switzerland increases in bring them to life by presenting some of the key intensity. players. And we must never forget, no matter how deeply involved we become in administrative issues, Welcome The title reflects the philosophy behind the that we are talking about football and about a com- publication. The objective is not to produce a glossy, petition that is fast approaching its golden jubilee. So coffee-table magazine but something which, in spirit, the events on the pitch – in the past and in the is more akin to a Newsletter. The aim is to offer readers present – will not be ignored. We hope we manage Inside information about preparations for UEFA EURO to find the right balance and offer you a publication 2008™ and to help everybody to feel part of the that is easy and interesting to read, gives you as event. much information as possible, makes you feel part of the EURO 2008™ experience and helps you to share As a publication, we want it to be as ‘busy’ as we are. our aim of making the tournament in Austria and The simplistic view is that organising the final tourna- Switzerland the best-ever. ment of the European Football Championship boils down to staging 31 matches. In a way, it’s true. But Welcome Inside! successfully staging those games of football requires immense quantities of planning and preparation, Martin Kallen much of it in areas that are a long way from the foot- Chief Operating Officer ball pitch. The sheer scope of activities is staggering. And the pages of this publication will, we hope, reflect the full range of preparation work. In other TASK LIST words, on one page we might find information about Promotion governmental issues, such as security, or the day- Tournament Logistics to-day details, like providing catering for volunteers, Safety / Security that are also important ingredients in the recipe for Venues / Stadiums success. Cities Partners That is why we have prepared a series of lists, sector by sector, showing what we aim to do or, rather, what Projects we have to do. It doesn’t matter whether we call Events them To Do Lists, Task Lists, Action Lists or Check Lists. Products What matters is being able to give the reader a clear Teams / Referees / Officials picture of the projects we are working on, clarifying Fans / Supporters progress or status and ticking-off jobs when they have Volunteers been done. Milestones Accommodation / Hotels The Lists will give you clearer ideas about the magni- tude of the project and the sheer amount of work to Organisation be done. So much that we don’t intend to feature Finances each and every project in each and every issue of Hospitality Image: Shamir Yanay Photography Image: Shamir Yanay

Martin Kallen is ready to kick-off the final

preparation for UEFA EURO 2008™. inside 04 05 So said the presidents… Two countries - one event

Ralph Zloczower and Friedrich Stickler practise a verbal one-two

They both stand at the helm of their national football associations, their respective countries’ largest sports federations by far. They both stood shoulder to shoulder throughout the bidding process. Now both SFV president Ralph Zloczower and his Austrian counterpart Friedrich Stickler are living out the slogan “two countries, one event”. INSIDE in- vited them both to answer a few questions.

What do you remember of 12 December 2002, the day when Austria and Switzerland were asked to host UEFA EURO 2008™ UEFA President Lennart Johansson announces the hosts of the in ? Final Tournament of the European Football Championship in 2008.

Image: Martial Trezzini / Keystone Stickler: The previous day, we had submitted together our final presentation, and then on the Thursday we awaited the result in the Intercontinental Hotel in Geneva. The decision was meant to be taken by 11 a.m. at the latest. But it was 2 p.m. before The Austrians and Swiss celebrate UEFA’s decision.

Image: Lafargue Photos Sports

the UEFA Executive Committee actually decided candidates. By way of comparison, by far the which of the seven candidates had won. From 8 smallest World Cup stadium in Germany holds more a.m. onwards, we waited, moving back and forth than 37,000 spectators. Of course, on that Thursday, between the lobby and the café. Every half-hour, we I cast my mind back to 1971, when as Swiss Curling heard a different rumour about why we would not Federation president I achieved what appeared to win. I was tired and worn out long before Lennart be the impossible goal of bringing the 1974 World Johansson stepped onto the stage. But when he Championship to Switzerland, an event which turned pulled out of the envelope the piece of paper on out to be a magnificent success. The Swiss team was which the words “Austria & Switzerland” were written, only one stone away from reaching the final. Even so, all our worries were forgotten. It was an unbelievable the arena was totally sold out with around 16,000 moment, simply brilliant. We were all in tears, hugging spectators. Maybe that's a good omen for UEFA each other, our Swiss colleagues, Vice-Chancellor EURO 2008™. Susanne Riess-Passer, general secretary Alfred Ludwig, project leader Wolfgang Gramann and me. In your opinion, what is unique about a European A few hours later, on the fully booked Austrian Airlines Championship final round? flight back to , Ms Riess-Passer started singing the Austrian national anthem. And (almost) all the Zloczower: The quality of play at the last European passengers stood up and joined in. That was without Championship finals was extremely high. In addition, doubt the best flight I have ever experienced. there is the fact that , a so-called smaller nation, won in . That should encourage us Zloczower: I can remember those hours like a film Swiss. played in slow motion. I was extremely happy and proud. We had achieved our greatest objective and Stickler: If I tell an American that, at the European I was very grateful to everyone who had supported Championship, measured according to the TV us. And of course, to those who had taken the viewing figures, we organise the equivalent decision. I still think it was a minor miracle that we of 31 Super Bowls in three weeks, they were awarded UEFA EURO 2008™, despite having are amazed and incredulous, even much smaller stadiums than some of the other though the figures are easy to prove. inside 06 07 The finals in Portugal took on an unbelievable new dimension, with more than 28,000 hours of TV coverage and a cumulative total of 8 billion viewers. In all the main European markets, the viewing figures were significantly higher than for the Olympic Summer Games. This all goes to show what kind of event is coming to Switzerland and Austria. Neither country has ever hosted anything so big.

What can Switzerland and Austria offer their guests and football fans?

Stickler: Both countries stand for a healthy world, excellent food, wonderful lakes and beautiful mountain panoramas, as well as short distances between the main cities.

Zloczower: We want to organise an event that is perfect in every respect – if possible, with good weather too. Every visitor should and will be able to enjoy the high living standards that we are known for. Anyone who saw the positive atmosphere in Berne for the international matches against France and will know that we can look forward to Friedrich Stickler and Ralph Zloczower congratulate a very lively and enjoyable tournament. each other after their successful bid.

Image: Lafargue Photos Sports What spin-offs can the two countries expect from UEFA EURO 2008™ and what benefits do your associations hope to gain? Milestones Zloczower: A study by Rütter & Partner, a socio- 17.12.2004 economics research institute, has shown that the Foundation of Euro 2008 SA direct and indirect economic impact will be 27.01.2005 considerable. Turnovers totalling around CHF 544 First meeting of Board of million (EUR 350 million) and gross revenue of CHF Administration 316 million (EUR 200 million) are expected. These 18.03.2005 figures compare with turnover of CHF 11 million (EUR Inauguration of Headquarters 7 million) for the Engadin Ski Marathon and CHF 7 in million (EUR 4.5 million) for the Lauberhorn skiing 07.04.2005 event, for example. As far as the SFV is concerned, Inauguration of new Tournament we are convinced that the organisation of UEFA Office in Switzerland EURO 2008™ will bring us closer to our goal of 27.05.2005 enhancing the value of football both on the pitch The Swiss Football Association and in terms of sponsorship, marketing and finance. launches the media campaign “Play Football, Switzerland” Stickler: In Austria, we are expecting a net product of 07.06.2005 around EUR 400 million (CHF 620 million), additional Launch of UEFA EURO 2008™ Logo in Vienna consumer spending of EUR 260 million (CHF 400 million) and employment equivalent to around 8,600 01.07.2005 Official opening of the Euro man-years. The association is investing approximately 2008 SA Headquarters in Nyon EUR 4 million (CHF 6 million) per year in youth 30.07.2005 development, which should begin to pay off in the Opening of Stade de Suisse shorter or longer term. The potential impact of Wankdorf in Berne improved stadium infrastructure is currently demon- 22.08.2005 strated by the example of . The club has Launch of www.euro2008.com been playing in front of a full house for months. Of 11.09.2005 course, this is also related to the new main sponsor 1000 Days to Go and the signing of new players. But if the fans didn’t Two presidents: Friedrich Stickler and Ralph Zloczower… but football unites them.

Image: Lafargue Photos Sports feel comfortable, they would not keep coming back. Stickler: I was in Interlaken in early summer 2005, when We are hoping that the other EURO 2008 stadiums I enjoyed my most recent victory as a footballer. I will experience a similar upturn in interest. was a guest player for the National Assembly in a narrow 3-2 win over the Swiss Parliament. It was a What can the Austrians learn from the Swiss great occasion, but the less said about the quality and vice versa? of the play, the better.

Stickler: Apart from the sporting aspects, trust- Finally, one more football-related question: worthiness and an ability to work effectively in would you say you were a fan of a particular team? partnership – these are qualities which I have learned to appreciate in our cooperation with the SFV and Stickler: I have always loved our national team and, the Swiss organisers. I am feeling very positive and since childhood, I have been an admirer of Real cannot imagine we will have any real problems in Madrid. Although I have to confess that the last time the future. Real played Barcelona – and I was there in the stadium – and co played much better. Zloczower: I can endorse that completely. To be My love for Real began to dwindle slightly that honest, I never thought everything would go so evening … smoothly. Zloczower: First and foremost, I am a supporter of the When was the last time you went on holiday Swiss national team and all the Swiss youth teams. to the other country? However, I can and will never deny my Young Boys past. Zloczower: Let me think, it was in 1971. We were in Fuschl and at the Salzburg festival. It really was very nice. It's definitely time we went back to Austria. inside 08 09 Mountains, movement and emotion. Those three elements provided the inspiration for the official UEFA EURO 2008™ logo and design, launched at the Hofburg in Vienna on 7 June 2005 – exactly three years before the opening

Design match to be played in Basle.

Logo: Inspiration and

Mountains Mountains Direct Caring Contour Austria & Switzerland Action & Involving & Movement Inviting Logo

Logo Evolution

Mountains Ball

Welcoming. The love for nature Inspired by the pure and rugged and football is symbolised by the surroundings. The football is mountains embracing the football. sculpted from stone and features the green forests and valleys of The mountains stunning backdrop both countries. are central to the host nations, Austria and Switzerland The pattern is based on contour maps of the Alps.

Typography The UEFA Arch: The word EURO is rendered in shades of red and symbolises the The mark of top European football. unification of both Austria and Swizterland in staging this great Colours event. Red and white are the national The host country names are set in flag colours of both host countries. a confident and contemporary type face, with a rounded friendly The green core of the ball reflects feel. the importance of nature in the region. Image: Pictures GEPA

Action Training Fans Victory Passion Friendship Goal

No fewer than 69 reporters were in there’s more to it than initially and the visual identity is based the Austrian capital to cover the meets the eye. The mountain on six individual and collective first major UEFA EURO 2008™ event peaks and the stylised football icons including three-dimensional and twenty minutes of live TV are the most striking elements perspectives. Ten different colour coverage attracted an audience but English & Pockett, the group palettes have also been used so of over 4 million viewers. chosen from a short-list of eight that the design can be adapted candidates to produce the de- to all sorts of environments and The launch ceremony kicked off sign, have created a busy, all- featured on all manner of at 18.00 and during the evening – action feel by incorporating a graphic material ranging from, and for the following three days – galaxy of sub-elements inspired by for example, Countdown Clocks, the logo was projected on to the contour maps of the Austrian and stadium signage and press con- entrance of the Museumsquartier Swiss mountains. ference backdrops to much building so that the public could smaller items such as hospitality take a good look. And the design The design is flexible enough to be menus and, of course, match really deserves a good look, as adapted to all the requirements tickets. inside 10 11 Pot Luck in Montreux

England v Germany? Portugal v Spain? Greece v given top spot in Pot 1 as the reigning European Turkey? France v ? Answers to that sort of champions. On coefficient, ’s side question will be forthcoming when the purely foot- occupies 14th position and would have scraped into balling side of UEFA EURO 2008™ kicks off at midday Pot 2. on Friday 27 January 2006, with the Swiss lakeside resort of Montreux hosting the draw for the qualifying In a draw where the possibilities – and the specula- round. tion – seem infinite, the only sure-fire certainty is that nations in the same pot cannot meet each other With Austria and Switzerland qualified as hosts, 14 (with the exception of Pot 7 where two will be drawn places are up for grabs. So the remaining 50 of into the same group). It means that all the potential UEFA’s member associations will be drawn into seven pairings listed on the first line are possible and it also groups, with the winner and runner-up of each group means that, with , Denmark and Bulgaria in Pot earning a place in the final tournament. One of the 3 and Latvia in Pot 4, a single group could contain seven groups will contain eight teams; the others no fewer than four of the teams who were in Portugal seven. It means that each nation will play either 12 for the 2004 finals … or 14 qualifying matches but there will be no need for play-offs.

One of the features of the draw will be the presence TASK LIST of Kazakhstan who, having joined UEFA in 2002, will be making a much-awaited debut in the European EVENTS Football Championship. Draws Kazakhstan will be one of the 50 contestants to be Press Conferences distributed among seven pots according to coeffi- Workshops cients based on qualifying matches for UEFA EURO Sponsors 2004™ and the FIFA World Cup 2006. This means that Broadcasters Portugal and Germany, the two hosts, are ‘judged’ Security on a single qualifying record and, having taken 18 Fan Park(s) points from their eight qualifiers en route to Portugal, the Germans miss out on the ‘top pot’. They would Sponsor Activities have edged in, had Greece not been automatically EURO 2008 Activities The stage for the Draw in Montreux has been designed by -based company Heuvelman NV.

POT 1 POT 5 Greece Portugal Estonia England Wales Lithuania France Albania Iceland

POT 2 POT 6 Germany Georgia FYR Macedonia Italy Belarus Turkey Northern Ireland Spain Cyprus Romania Moldova

POT 3 POT 7 & Montenegro Liechtenstein Russia Azerbaijan Denmark Andorra Malta Bulgaria Faroe Islands Kazakhstan Slovakia Luxembourg San Marino POT 4 Bosnia-Herzegovina Belgium Latvia Israel inside 12 13 Swiss TV (SRG) will be UEFA’s ‘Host Broad- England for ‘tpc’ – a production subsidiary of caster’ at the Draw, with well-known pre- Swiss network SRG. It tips the scales at 36 tons; senter Jacques Deschenaux acting as measures 13.6 metres in length; expands to a Master of Ceremonies. Ralph Zloczower and maximum width of 4.6 metres and needs 4 Friedrich Stickler will join Lennart Johansson metres of headroom. It accommodates up to and Lars-Christer Olsson on stage. The 22 production staff; is designed to cope with Qualifying Draw will start at 12.00 and last for 24 HDC-1500 Sony system cameras and has 30 minutes, with well over 40 countries been built to cope with both Standard and broadcasting the Draw live from Montreux. High Definition transmissions. After its sporting debut in Montreux, the HD-1 will head for the Winter Olympics in Turin.

Sporting preparations are equally important and, when the qualifying draw takes place in Montreux, the Austrian national team are away for a training camp in Dubai. The ten- day get-together (from 19 to 28 January) marked the debut of as head coach – or rather, his second debut, as Jacques Deschenaux, information he had a first spell in charge of the national Master of Ceremonies team leading up to the World Cup campaign at the Qualifying Draw. in Italy in 1990. Josef Hickersberger was - Image: Martial Trezzini / Keystone ped 39 times by Austria, scoring 5 goals, and Some 700 guests are expected to attend the played at the 1978 World Cup in Argentina. Draw, in addition to representatives from the As coach, his record was 10 wins, 7 draws 50 national associations who are going into and 12 defeats. For his second spell, he the hat and special guests from the two host has recruited former international Andreas nations and the eight venues. Herzog to be a part of his managerial team and, on the pitch, Josef Hickersberger’s debut will be in a friendly against Canada at the Ernst-Happel-Stadion in Vienna on 1 March. inside Some 500 media representatives are expected to cover the event and a specific programme has been designed for those also wishing to report on the draw for the qualifying phase of the 2006/07 UEFA Under- 21 Championship which takes place on the same day, at 10.00 in the Montreux Palace.

Some of the media might welcome a look at the HD-1 Outside Broadcast Van which will be making its debut at a major sports event in Montreux. The HD-1 is a state-of-the-art OB For half an hour, football fans all around Van specially designed for transmissions in focus on Montreux, the resort on the High Definition (HDTV). It was developed and shore of Lake Geneva. built in close co-operation with Sony in Image: Montreux-Vevey Tourisme Image: Euro 2008 SA Image: Euro

A Uniform Approach inside The official uniforms. 14 15 Isilda Pelicano has created the official uniforms for UEFA EURO 2008™, supported by Luís Pereira.

Isilda Pelicano has, every six months since 1991, been producing col- lections under her own name. Born in 1949 in Alfaiates (Guarda), Isilda Pelicano graduated in fashion design from IADE, the Institute for Visual Arts and Design. She has taken part in various competitions The presentation of the official uniforms and fashion shows, such as took place at the Estádio Municipal de Braga, ‘Filmoda’ and ‘Portugal Fashion’. In one of the venues for the Final Tournament in 1991 she won the ‘Smirnoff Fashion Portugal in 2004. Award’.

Her experience in the area of uniforms has grown since creating a Seeing is believing. The big draw feel honoured to be chosen again department within her own com- in Montreux at the end of the because, in a way, it’s an acknow- pany solely dedicated to designing January will be a Première for ledgement that our work at EURO them. Projects include designs for the new uniforms designed for 2004 was successful and our aim the Gregorian Choir in Lisbon, UEFA EURO 2008™. Twenty dif- now is to make sure people are Citizens Advice Bureau and Portu- ferent companies – from Austria, equally happy about what we do gal Telecom for Expo ’98 before she Switzerland and other European for 2008.” was selected to design and pro- duce the ‘playing kit’ for everyone countries – were approached involved in UEFA EURO 2004™. during 2005 and, from a short-list “Our experience in 2004 was an of three, the proposal from Isilda advantage,” she adds, “because Image: Euro 2008 SA Pelicano was unanimously se- we can now build on the same lected. concept. For the event in Portugal we worked on the basis that the Pat yourself on the head if the overall identity should be ‘uniform’ name rings a bell. Isilda Pelicano but with slight variations. For was also selected to design, pro- example, the Board and Com- duce and distribute the uniforms mittee members wore dark brown for the 2004 final tournament jackets; other staff had a slightly played in her native Portugal. “To lighter brown; and the match be honest,” comments Isilda, “we officials had a slightly more sporty tion and a competition that has been in existence for half a century. So our aim is to find the right balance between the fashionable and the classical. We want the fabric and the cut to be just right and, in a tournament where people might be in uniform for a whole month, we want it to be comfortable and we want everybody to put on clothes that they enjoy wearing.”

The scarf for a female hostess.

Image: Euro 2008 SA look with stripes. For 2008, the idea scarves, which will be red-and- is to have the same grey suit for all white. Shirts will be 100% cotton the, let’s say, administrative staff. and the suits 100% wool. “We have The Board and Committee mem- excellent fabrics in Portugal, but bers will be distinguished by a the silk ties and scarves will come white shirt, while the rest of the staff from Italy.” will wear a sort of ‘mature pink’, slightly magenta shirt. The match Reception staff such as hostesses officials will also wear that shirt but in hospitality areas, airports etc. will will have a slightly lighter grey suit. be wearing a more fashionable, In all cases, the lining of the jacket informal uniform based on a will be red.” denim feel with grey and red once again the dominant colours. “I’d Isilda Pelicano and her Creative better explain that,” says Isilda. The tie for male reception staff. Director Luís Pereira were keen to “When we say ‘more fashionable’ incorporate red into the design, it’s because they don’t have to Image: Euro 2008 SA as it is the common denominator be as formal as the main uniforms, between Austrian and Swiss na- which have to be smart but, at the tional colours. So watch out for the same time, express the more ties and the belts – and the girls’ classical identity of an organisa- inside 16 17 TV- A Different Picture

UEFA has decided to focus on TV coverage of EURO How is it compatible for Sportfive 2008™ from a different angle. Philippe Le Floc’h, UEFA’s to conduct the sales of TV rights Director of Marketing & Media Rights, gives an overview and for UEFA to ‘exercise better of the new approach to an event which has become control’? one of the hottest TV properties in the world. That’s easy to answer. UEFA and Sportfive define the sales strategy There have been major changes This is relevant for both the distri- together prior to Sportfive tackling with regard to the sale of TV rights. bution and the production of the the markets. UEFA has then to Can you explain them? matches. In this respect UEFA has overview all the proposals that decided to internalise the host come through Sportfive. The For the last 44 years, UEFA has broadcasting function for UEFA agency comes back to us with awarded the TV rights for broad- EURO 2008™ in order to ensure the various options and UEFA takes casts within Europe to the EBU, best coverage of the competition. the final decisions on a market- who bought them on behalf of by-market basis. We have also their members and then took care The TV audience increased by 20% stipulated certain conditions so of the production and distribution if we compare 2004 with 2000 and that we retain our tradition of of images during the final tour- we feel that those figures can offering the European Football nament. So it was a major decision grow further. The figures for 2004 Championship to the widest pos- to break such a long-standing narrowed the gap compared to sible public – but without shutting tradition. the World Cup and we have to the door on pay-platforms. bear in mind that the 2006 finals in What were the reasons underlying Germany will be the last to be Can you give more details the change of policy? staged in Europe for a long while. about that? So the European Championship The short answer is that UEFA is will become the major footballing Yes. We are insisting that some keen to make even more im- event in our continent. of the 31 games are screened provements on the broadcasting on a free-to-air basis, including front. In the past, the arrangement So, instead of signing a ‘blanket the opening game, the quarter- has been, basically, for UEFA to agreement’ with the EBU, how finals, the semi-finals and the final organise the event and for the are the TV rights for EURO 2008™ plus, where appropriate, all the EBU to take care of TV matters. being sold? matches played by the national The aim is now to bring the two team of the country concerned. components closer together and At the end of 2004, we opened for UEFA to be in a position to the tendering process for the What about coverage outside exercise better control and make broadcast rights in Europe and, on Europe? sure the final tournament is pro- the basis of the offers, UEFA opted jected in the best possible way. to appoint Sportfive to act as its We haven’t forgotten that, I can That is extremely important to agency for the management of promise you! The extra-European UEFA, as we’re talking about an the sales process of the rights on figures increased dramatically in event that has become a major a market-by-market basis. We 2004 and our aim is to maintain global property. have already met broadcasters that growth. I can’t give you much in several countries, starting with hard information at the moment Greece, as the defending cham- because the tendering process will pion and with the Host Countries get under way in 2006. Switzerland and Austria. But, ba- sically, we’re talking about a three-year project. Image: Shamir Yanay Photography Image: Shamir Yanay

Are there any other major novelties?

The Internet! All the games at UEFA EURO 2008™ will be available on Internet via the websites of the TV broadcasters. This is being introduced in the UEFA Champions League as from the 2006/07 season but it will be the first time this has ever happened at the European Championship. All in all, we’re travelling along a lot of new roads and the journey should be really exciting.

In addition and as already mentioned, UEFA will directly con- trol the host broadcasting of the event. All matches will be pro- duced in HDTV and the latest innovations in terms of production of football games will be used (spidercam …) to offer the fans the most exciting experience possible.

Philippe Le Floc’h, UEFA’s Director of Marketing & Media Rights. inside 18 19 Andreas Herzog is watching , his Norwegian team-mate at Werder Bremen, who has just beaten the challenge from the Borussia players Michael Zorc, Knut Reinhardt and Stéphane Chapuisat during a German Cup match on 7 November 1992. Image: Witters Sport-Presse-Fotos

Amazing similarities

Andi Herzog and Stéphane Chapuisat will conduct the draw for the qualifying competition Stéphane Chapuisat in Montreux on 27 January Nationality: Swiss Date of Birth: 28 June 1969 The similarities between their careers are amazing: both played 103 times for their respective countries Career – as a player and both achieved their greatest successes with Malley (1985-87) FC -Sport (1987-91) Bayer 05 German clubs. And both are considered to be the Uerdingen (1990-91) BV (1991-99) ultimate model sportsmen in their home countries: Grasshopper-Club (1999-02) Young Boys Bern (2002-05) Austria’s Andreas Herzog and Switzerland’s Stéphane FC Lausanne-Sport (since 01.07.2005) Chapuisat. Honours UEFA Champions League Winner 1997 Together, they will conduct the draw for the qualifying European / South American Cup Winner 1997 groups at the Montreux Congress Center on 27 German Championship Winner 1995, 1996 January 2006. Herzog and Chapuisat will be neutral 226 appearances / 106 goals in the on this occasion, since Austria and Switzerland have 293 appearances / 139 goals in the Swiss League qualified automatically as the host nations of UEFA 64 appearances / 22 goals in UEFA Club Competitions EURO 2008. 103 internationals / 21 goals for Switzerland Player of the year in Switzerland 1992, 1993, 1994, 2001

INSIDE put some questions to these two star players. It’s great to watch the lads

Austrian is an ambassador for the ÖFB and EURO 2008. Your role is not yet quite so clear, is it?

“At the moment, I am still concentrating on my playing career at Lausanne-Sport. But I am always available for PR appearances related to EURO 2008,

Stéphane Chapuisat such as the draw, which Andi and I will be con- ducting.”

Do you already have a firm idea of what you will do when you stop playing?

“There are a few possibilities. I would like to work with strikers, possibly with youngsters as well. But I have not decided anything more concrete than that.”

What tips can someone like you give to young players? Image: Philippe Woods / UEFA Interview with “The main thing I can teach them is my attitude to football. My desire in every training session, my will to win, maybe also some of my technical skills …”

What is your fondest memory as a national team member?

“The 4-1 win over Romania in our first World Cup in 1994. By winning that game, we progressed as rank outsiders to the last 16.”

To what extent do you identify with the 2008 European Championship on home soil?

“Having a tournament right on our doorstep is the best thing that could happen to Swiss football. The World Cup in Germany is coming just at the right time for our young players. It will give them experience without the same level of pressure they will be under in front of their home crowds in two years’ time.” Stéphane Chapuisat still likes to be in the front seat.

Image: FOTO-NET What should the team be aiming for?

“Only Köbi Kuhn can really answer that. I would say that reaching the second phase is more than realistic. It’s always great to watch the lads. And it will become even more enjoyable by 2008.” inside 20 21 You couldn’t wish for anything greater Andreas Herzog Andreas

Andi, you have been appointed as Austria’s ambassador for EURO 2008. What exactly is your role?

“My job is to get people excited about the Euro- pean Championship finals and, in particular, the Austrian team. For me, the event in Montreux is a kind of international starting signal. So far, I have mainly been involved in events for up-and-coming players, watching talented youngsters and meeting sponsors.” Interview with Recently you were also involved with the national team in a kind of “Bierhoff” role as team manager. Was that a one-off?

“That was born of necessity. resigned as team coach and his appointed successor, Josef Hickersberger, was not yet available. So the ÖFB roped in a three-man team for the final two World Cup qualifiers: two coaches plus myself as a kind of mediator. My main job was to look after the young players and to answer the awkward questions in the press conferences. As a former team captain, it is perhaps a bit easier to deal with such questions, since the media are sometimes a bit gentler. A few weeks later, Hickersberger asked me whether I wanted to stay on to look after the team …”

… and do you? Andreas Herzog and Austrian national team coach Josef Hickersberger. “Yes, I would like to coach the team myself one day. Image: Helmut Fohringer / GEPA Pictures At the moment, I am taking my coach’s licence and learning why a muscle over-acidifies and other exciting things. I was extremely honoured by Hickers- berger’s offer. He was the team coach when I made my debut for Austria against Greece in 1988. He also picked me for the 1990 World Cup finals in Italy. I can’t imagine a better teacher.”

What are your links with Stéphane Chapuisat?

“I still have nightmares about him … When he played for Dortmund against Werder, we almost always lost and he was usually the best player on the pitch. Once, in a sold-out Westfalenstadion, he nutmegged me twice in the space of a few seconds and I was so ashamed I wanted the ground to swallow me up. But seriously, you have to take your hat off to someone like Stéphane because he was and still is a real Andreas Herzog received special permission legend. It is impressive that he is still playing in the from FIFA to appear with number 100 on his shirt in second division for his home club in order to give his centenary match for Austria against Norway something back in return for what the club did for on 20 November 2002 in Vienna. him when he was young.” Image: FOTO-NET

What happened when you played against Switzerland for the national team?

“I played against the Swiss three times in all, winning once and losing twice. I particularly remember the Andreas Herzog match in St. Gallen on 10 March 1999: we won 4-2 and I scored two goals. Raphael Wicky told me a few Nationality: Austrian Date of Birth: 10.09.1968 years later that the Swiss coach, Gilbert Gress, had said in the dressing room: “Johann must take care of Career – as a player Herzog”. But the starting eleven included two mid- SK Rapid Wien (1986-87) First Vienna FC (1988) fielders called Johann (Vogel and Lonfat) and both SK Rapid Wien (1988-92) Werder Bremen (1992-95) left it to the other to pick me up. I’ve never asked FC Bayern München (1995-96) Werder Bremen whether it was true, but it’s a funny story.” (1996-2001) SK Rapid Wien (2002-03) Los Angeles Galaxy (2004) What can we expect from Austria at Honours UEFA EURO 2008? UEFA Cup Winner 1996 German Championship Winner 1993 “We have to remain realistic. It will be the first time we German Cup Winner 1994, 1999 have participated in the European Championship 269 appearances / 59 goals in the Bundesliga final round. Our objective must be to progress to the 181 appearances / 47 goals in the Austrian League second stage. The potential of some of our young 63 appearances / 16 goals in UEFA club competitions 103 internationals / 26 goals for Austria players gives us hope. But we don’t yet have any Player of the Year in Austria in 1992 players with international reputations such as Johann Vogel, or . However, that should not discourage us, but spur us on. As a young player, you couldn’t wish for anything greater to aim at than performing at a European Champion- ship right on your doorstep.” inside 22 23 Reaching for the Sky

For the first time in the history of the European Football Broadcaster – UEFA will be dealing directly with the Championship, UEFA is taking a hands-on approach TV and radio networks who acquire the rights to the to all broadcasting matters related to the final tourna- final tournament. An International Broadcast Centre ment. This means taking responsibility for ‘host broad- will be set up in Vienna, where some 10,000m2 will casting’; producing the international signal from the be made available to broadcasters. eight venues; and for servicing the Broadcaster Partners who will be coming from all over the world “This is an extremely important aspect,” Alexandre to Austria and Switzerland. The man in charge is Fourtoy insists. “We really aim to create a close bond the Chief Executive of UEFA Media Technologies, with our broadcaster partners and to offer them the Alexandre Fourtoy, aided and abetted by Bernard best possible service. Having UEFA as ‘sole contact’ in Ross, as Head of TV Production. operations can be a great benefit for them. And, in this respect, being physically close to UEFA’s HQ and “We have three clear objectives,” Alexandre Fourtoy our friends at Euro 2008 SA in the preparation phase comments. “First of all, we want to ensure the very is a great advantage when it comes to dealing with best coverage of the tournament, delivering optimal our partners with one voice and one philosophy.” images that will convey the beauty of the compe- tition using the most advanced technology and the Another ‘first’ is that images will not only appear on TV latest camera innovations. High Definition is a major screens. “The other challenge is to provide a multi- benefit for viewers and the whole event will be platform TV production, ranging from offering the public a ‘cinema experience’ via HDTV, We really aim to create a close bond with our to mobile-phone screens via live internet broadcasts and, of course, classic TV. broadcaster partners and to offer them the Technology will serve the content and we best possible service. Having UEFA as ‘sole will use innovations to create a unique contact’ in operations can be a great benefit experience and enhance the service and quality we offer our partners. For for them. instance, at the qualifying draw we will deliver ‘video edits’ through the internet produced in HDTV, starting with the qualifying draw that broadcasters will be able to download any- in Montreux. A second important goal is making our where and inject into news programmes.” Broadcaster Partners feel involved in the result, bringing them into the definition of the production UEFA’s new policy means that the appointment of and providing a service on site that is tailored to their Host Broadcasters will be highly relevant. “Our aim is needs. The depth of UEFA’s involvement during the to work together to make UEFA EURO 2008™ the build-up allows for a lot of creativity and flexibility in best,” says Alexandre Fourtoy. “Teamwork and rela- the Broadcaster Partners’ management of the event. tionships will be very important and we are delighted Our other goal is to dovetail all the developments with the co-operation from SRG SSR Idée Suisse in we are conducting at UEFA Media Technologies to acting as our executive producer for the draw in deliver new features in host broadcasting, such as Montreux. Our philosophy in defining Host Broad- using Internet to deliver television or new ranges of casting plans is to make the most of what each does statistical back-up services thanks to our editorial best. Local knowledge is a great asset and so is a team and our web platforms.” strong presence of host countries’ broadcasters to use in conjunction with the needs of an international The new set-up means that, instead of going through production. We’re aiming for the best in order to offer a ‘middle-man’ – in the past, the EBU and a Host the fans the most exciting experience possible.” Image: Shamir Yanay Photography Image: Shamir Yanay

Alexandre Fourtoy, the Chief Executive of UEFA Media Technologies. inside 24 25 The Swiss banking organisation UBS jumped aboard the good ship UEFA EURO 2008™ in December. It was a significant milestone, as UBS thus became the first of the eight partners who will be entitled to wear the National Supporter badge. As explained elsewhere in this issue, there are berths for four National Supporters in each of the two host countries and UBS takes pole position on the Swiss grid. It represents a ‘happy mar- riage’ for UEFA, as UBS has been a corporate banking partner of the organisation since it was founded over half a century ago. Both On the Open House day at UEFA, the Coca-Cola organisations have grown since then and, Company was announced as a UEFA EURO these days, UBS has offices in 50 countries 2008™ sponsor. The line-up behind the shirt of with over 70,000 people employed in their Greece’s EURO 2004 defender Ioannis Goumas (from left to right): Lars-Christer Olsson, Philippe business networks. Shares are listed on the Margraff, Chris Burggraeve (European Marketing Stock Exchanges in Switzerland, New York Director) and Steve Harrold (Managing Director and Japan. Becoming the ‘official bank’ of Alpine Region). UEFA EURO 2008™ gives UBS the right to use Image: Euro 2008 SA brands, logos and so on in their promotional projects and to design hospitality packages for customers and staff. Precise plans will be Just before Christmas, UEFA staged an Open outlined in future issues so, for the moment, House at its headquarters in Nyon, aimed at we’ll just say ‘welcome on board’. establishing relationships with the business- orientated media and acquainting them with UEFA’s new approach to the staging of major events. The media representatives Talking about money, a recent report issued were welcomed by UEFA’s CEO Lars-Christer information by Rütter & Partner in Switzerland and an IHS Olsson and the overviews of the new projects study in Austria estimate a turnover of around were presented by Philippe Margraff, COO €363m in Switzerland (generated by stadium of UEFA Marketing & Media Management, work, tourism or the telecommunications and Andreas Kuhn, head of UEFA’s assistance media / advertising sectors, for example) with programmes and the COO of Euro 2008 SA, a gross value-added figure of around €210m. Martin Kallen. The Open House was also the There is also an employment creation factor perfect setting for The Coca-Cola Company equivalent to 3,790 full-time jobs. In Austria, to announce the renewal of its partnership turnover is assessed at some €384m with a with UEFA through to 2009 – which means gross value figure of €260m. At the same they will, once again, be among the prime- time, the Swiss government has estimated movers at UEFA EURO 2008™. Coca-Cola join that the planning and staging of the event Carlsberg, JVC, MasterCard and McDonald’s inside will incur additional costs of around €117m. as partners in UEFA’s EUROTOP programme (explained elsewhere in this issue) and the announcement means they will extend a relationship with UEFA that dates back to Another survey carried out in Switzerland 1988. The company’s involvement with inter- reveals that the co-hosts have an extremely national football goes back more than 70 positive attitude towards UEFA EURO 2008™. years, during which Coca-Cola have pro- The survey was carried out by Berne University moted football in over 100 countries. In on behalf of the Swiss Federal Office for Sport Europe, recent projects have included sup- and was based on 1,000 households. No port for grassroots football in Austria, Den- fewer than 87% claim to have a positive view mark, England, Finland, Italy, Norway, Poland, of the tournament; and 86% think that it will Portugal, Scotland, Spain, Sweden and be a sporting success and offer Switzerland Switzerland. a great chance to promote a positive image in other countries. Philippe Margraff, Chief Operation Officer of UEFA Marketing & Media Management. UMMM …

Image: Shamir Yanay Photography

At UEFA EURO 2004™, we had a chance to get Player Escort programmes or Man of the Match acquainted with MOC (UEFA’s Marketing Operations awards. The Sales & Event Promotion team are Centre). As we warm up for UEFA EURO 2008™, we responsible for sales of sponsorship packages, as well now have the opportunity to meet UMMM, alias as promotion. Following the success of the Fan Park at UEFA Marketing & Media Management. UEFA EURO 2004™, fan-focused activities in the host cities of UEFA EURO 2008™ will form an important part The UMMM team currently consists of 23 people, of this programme. Licensing & Business Affairs are headed by Philippe Margraff as COO and backed responsible for the development and implementation by Tyson Henly (Head of Marketing Services), of a successful licensing programme to extend the Sébastien Leclerc (Head of Marketing Operations), reach and impact of the event to as wide an Alan Ridley (Head of Sales & Event Promotion), audience as possible. In addition to that, the TV Rights Graham Bartlett (Head of Licensing & Business Affairs) Servicing unit is responsible for the servicing of the and Tatiana Oberson (TV Rights Servicing Manager). rights holding broadcasters. This consists of ensuring that the contractual obligations are met by both Marketing Services are responsible for the mana- parties (i.e. match tickets, delivery of commercial gement of sponsor contracts and act as the key obligations in relation to Commercial Airtime and interface, working with them to develop effective Broadcast Sponsorship, marks approval etc.). marketing programmes. Marketing Operations work closely with UEFA Events and Euro 2008 SA to ensure sponsors rights are delivered. This goes from the more traditional rights such as perimeter boards and tickets to more sophisticated elements such as exclusive inside 26 27 dual events within it. So a full licensing programme is being developed and, in addition, UMMM will TASK LIST implement an Event Promotion Programme to help PROMOTIONAL TOOLS develop the profile of all events.

Development and Who is on board? management of: UEFA has selected six blue-chip companies from Official Mascot different fields who, through the EUROTOP program- Host City Fan Activities me, will have a much deeper working relationship Trophy Tour with UEFA than ever before, with an on-going Official Song association to top-class European national team Partner Marketing football, including the flagship UEFA EURO 2008™. Programmes UEFA on the other hand will benefit from the Sponsor Recognition marketing power of these partners to promote the events to an extremely broad audience. Programme Official Licensed Product UEFA’s integrated programme, incorporating TV, Range marketing, event promotion and new media, com- Sponsor Hospitality bined with unique delivery through Euro 2008 SA Event Promotion means UEFA offers the most sophisticated and com- prehensive sponsorship programme on the market.

As we go to print, Carlsberg, Coca-Cola, JVC, But, if you head for the UMMM offices, don’t expect MasterCard and McDonald’s have been formally to hear them talking exclusively about UEFA EURO announced as UEFA EUROTOP partners with a further 2008™. You’re quite likely to catch them referring to announcement to be made in the very near future. EUROTOP – a term you might also have seen in UEFA media releases. It raises an obvious question: In addition, UMMM has already concluded an agreement with Warner Bros. Consumer Products for What is EUROTOP? the overall EUROTOP licensing programme, meaning branded products for fans to buy in advance and The answer is that UMMM has broader responsibilities on site. A new emphasis will also be put on extending for the marketing and commercial delivery of all the licensing programme into key retailers through- UEFA’s professional national team competitions: UEFA out Europe and, as they did four years ago, Warner EURO 2008™, UEFA Women’s Championship (2009), Bros. will be responsible for the development of the UEFA Under-21 Championship (2006, 2007, 2009) and UEFA EURO 2008™ mascot. the UEFA Championship (2007, 2009) – seven major events in a four-year period collectively known For UEFA EURO 2008™, the six EUROTOP partners, will as the UEFA EUROTOP Programme. be joined by four specific event sponsors and a maximum of four ‘National Supporters’ from Switzer- It means that UMMM takes care of sponsorship sales land and Austria respectively – which brings us to for the whole EUROTOP programme and the indivi- the next question:

The Hall of Fame, featuring the great names in the European Championship, was a part of the Fan Park in Portugal.

Image: Fabio Bozzani The challenge: to shoot the ball across the water into the goal was a very popular activity in the Fan Park in Lisbon. Image: Fabio Bozzani

What is a National Supporter? and provide tailor-made packages for each sponsor that most effectively meet their business needs and The National Supporter is a sponsor who has rights also offer a level of account-handling that allows the in Austria or Switzerland only. These companies are programme and the rights to develop in a manner important in supporting the running and promotion that benefits both UEFA and the sponsors. There is of the event in the host markets, either through the direct two-way dialogue between sponsors and services they offer or promotional support. There are UEFA, which helps all the team-members to develop only four National Supporter packages available in and dove-tail exciting programmes that will attain Austria and the same number in Switzerland, creating both their and UEFA’s objectives. an exclusive group of companies in each market. UBS, one of the world’s leading and reputable financial firms, is already announced as the first Swiss National Supporter TASK LIST How does this compare with other events? COMMERCIAL AFFILIATES

UEFA’s approved marketing strategy is “less is more”, Appointment and working with fewer sponsors than other events, al- servicing of: lowing UEFA to reduce clutter and provide greater EUROTOP Partners value to sponsors. In return, UEFA can develop Official Sponsors deeper relationships with the sponsors ensuring National Supporters greater support and promotion of the events. To compare, at UEFA EURO 2004™, there were 11 global Licensing Agent sponsors plus six in the host market. At the FIFA World Official Licensees Cup 2006 there are 15 sponsors with global rights Superlicensees plus six in the host market, and the Summer Olympics Official Retailers 2008 will feature 12 global sponsors and a further 16 in China. Servicing of: Television Broadcasters What exactly is UMMM ‘selling’? Wireless Operators and All sponsors are sold category exclusivity in their other New Media respective fields and industries. By managing the Applications sales process internally, UMMM is able to develop (Marketing Rights) inside 28 29 Christian & Christian Two careers that could hardly be more different …

They are in charge of the tournament offices in The four friends were on their way home from neigh- Vienna and Berne, are members of the Euro 2008 SA bouring Spittal/Drau to Pusanitz, with Schmölzer in the Management Board and, as such, are particularly passenger seat, when the VW came off the road on responsible for national issues. In short, tournament a left-hand bend and plunged several metres on to directors Christian Schmölzer and Christian Mutschler a river bed. Apart from a few grazes, the accident are responsible for all Austrian and Swiss interests did not seem too serious. “At the beginning, I only related to UEFA EURO 2008™. noticed a slight pain and thought to myself that I’d be fit in time for the start of the season”. Long road of suffering with a happy ending Yet the apparently innocuous shoulder injury turned Christian Schmölzer will never forget 25 June 1988. into an almost endless tale of woe. For more than The man from Carinthia had just celebrated his 20th a year, Christian Schmölzer could not move his right birthday with his closest friends, as well as his transfer arm because of nerve damage. He could not even to second division club Kremser SC. The talented consider playing competitive sport for almost three SC Spittal/Drau goalkeeper had been part of the years. His contract with Krems was cancelled by Austrian Under-21 squad for some time. Krems had mutual agreement.

“I see EURO 2008 as the next step in the However, his career did not end. In summer 1994, Christian Schmölzer finally development of European football, bringing made his first division debut. For five sustained progress to the organizational and consecutive seasons, he was part of the sporting infrastructure in both countries. As FK Austria Wien squad, playing a total of 2,832 minutes in 59 Austrian Bundesliga a former professional football player, I am matches. His record in the top division: 16 grateful to have the possibility to contribute wins, 8 draws, 9 defeats and 34 goals to this.” conceded. Not bad for a player who lost Christian Schmölzer three of his best years.

“In retrospect, I could have achieved just won the Cup and craved promotion to the first more”, he says. “But at the time I was no longer division as soon as possible. They thought the thinking only of football. I was studying economics Möllbrücke-born goalkeeper could help them get and for a long time I had been nurturing plans other there. Schmölzer had saved a penalty from a certain than just goalkeeping and playing abroad.” in an Under-18 international against the DDR and was already talking about a career with the national team and playing abroad. Image: Shamir Yanay Photography Image: Shamir Yanay inside 30 31 Schmölzer spent one season as goalkeeping coach “The stadium was complete and they needed some- for FK Austria Wien, before concentrating on his one to run the business side,” says Mutschler, who studies and final examinations. In March 2001, only took on the role. Within three years, United two months after completing his degree course, he achieved an impressive annual turnover of CHF 15 took up the post of assistant to the Bundesliga million and Christian Mutschler was slowly but surely president and a year later was promoted to deputy converted from a golf enthusiast into a football fan. president and head of marketing. “In that period, I became familiar with almost every facet of football “As stadium CEO for a club like FCB, you can’t administration. It was certainly not a disadvantage to help being drawn in by the excitement”, remembers have spent five years in goal for FK Austria Wien.” Christian Mutschler. Especially when one big event is followed by the next: first the official stadium In January 2004, he was invited by Alfred Ludwig to opening and, the next year, the European Under-21 leave the Bundesliga in order to help organise the Championship. EURO 2008 tournament. At EURO 2004 in Portugal, the 37-year old was employed in the Operations “For me, that was my first foretaste of a major event Centre in Lisbon and alongside the match organisers such as EURO 2008. The stadium was sold out three at several stadiums. On 1 October 2004, he finally times in two weeks. Even the UEFA officials had never assumed the post of Tournament Director. experienced anything like it in Under-21 tournaments. The whole of Switzerland was wild with excitement.” A As Tournament Director for Austria, he is now mainly few months later, FC Basel embarked on their UEFA responsible not just for public appearances, but for Champions League adventure, beating Liverpool FC cooperation with the authorities and stadiums and for a place in the second round. A fairy tale which for implementing the volunteer training programme. Mutschler experienced at first hand.“The experiences “We will be taking on more than 1,000 volunteers in with the European Under-21 Championship helped Austria alone for roles in fields such as hospitality, me in my dealings with UEFA. I knew most of the match organisation, media and VIP services. These people and the most important requirements.” people need to be properly recruited and trained.” Christian Mutschler’s links with the SFV and UEFA From Finance Manager to Tournament Director helped him with his next career move. In May 2003, he was appointed Tournament Director for Switzer- Christian Mutschler, who runs the office in Berne, land. “I am therefore the longest-serving member of came into football in a rather roundabout way. Born staff for UEFA EURO 2008”, he says. and bred in Basle, Mutschler’s training as a bank clerk Euro 2008 SA was officially founded a “My personal aim for EURO 2008 is to help year later, in December 2004. The tourna- ment office in Berne, which was opened Switzerland to present itself as an innovative immediately, now has six members of and competitive leading country in Europe.” staff. Its responsibilities are virtually identical to those of the Vienna office. Christian Mutschler One thing has barely changed since Mutschler’s time as CEO for the stadium took him to Zurich for a few years. There he took his in Basle: “It used to be: Have you got any Champions first steps on the career ladder as a company admini- League tickets? Now they’re asking for tickets for the strator and business consultant. Until Stefan Musfeld, EURO 2008 opening match,” he says. The answer has President of the St. Jakob-Arena cooperative, took always been the same: “I’m afraid not.” him back to Basle as director of Basel United Stadion- Management AG. Ticket sales for UEFA EURO 2008™ begin in early 2007, with all tickets being sold via the Internet. Image: Shamir Yanay Photography Image: Shamir Yanay

Christian Mutschler and Christian Schmölzer. inside 32 33 Representatives of UEFA’s Stadia & Security Committee have made another visit to the Ernst-Happel-Stadion in Vienna to assess the refurbishing work already completed. The project is on schedule and the main con- struction work will be finalised this Spring.

The UEFA EURO 2008™ Ticketing strategy has been approved by the Board of Admini- Construction work in Salzburg and stration and ten companies have shown is under way, with main construction work interest in becoming the IT ticketing supplier. scheduled to be finished by the Autumn and The tender process is on track and an the ancillary work completed by Spring 2007. announcement could be made as early as In Salzburg and Innsbruck, the grounds will February. remain fully operational for the clubs who play there.

In , the ground-breaking ceremony at the stadium took place on 15 UEFA EURO 2008™’s Accommodation November, with city president Elmar Leder- Agency (Kuoni Travel Ltd) is already at work gerber joining Swiss Tournament Director on securing hotel rooms. Meetings with Christian Mutschler on site. Completion of the representatives of the hotel industry in each 30,000-capacity Wörthersee Stadion (named of the eight venues have been arranged, after the warmest Alpine lake in Europe, the first of them taking place as long ago as where the water is reputed to be so clear and 28 October, when 90 hotel representatives clean that you can drink it with no qualms) got together in Vienna. Since then, Christoph is scheduled for late Summer 2007. If all goes Speich, the head of the agency, and the to plan, this earlier completion date will allow rest of his team have been introduced to representatives of hotels and tourist boards

information the 2007 edition of the Golden League Meeting – track and field athletics – to be (about 40 on average) in the other seven staged at the Letzigrund to give the new cities. stadium its first taste of an international sports event. ‘Media Visits’ in the eight UEFA EURO 2008™ venues have been going on since the be- ginning of November. The initial objective is to acquaint Tournament Directors and media reporters with each other and to establish channels of information about the tourna- ment. inside

There have been regular meetings with representatives of the eight Host Cities and discussions have been highly positive. The next step in establishing optimal working Elmar Ledergerber, Lord Mayor of Zürich, relationships aimed at promoting the event assisted by city councilors Kathrin Martelli (left) and the cities is to finalise a Host City Charter and Monika Weber as well as youth players from FC Zürich, performed the ground- and to conduct formal Charter-signing cere- breaking ceremony at the new Letzigrund on monies in the early part of 2006. 15 November 2005. Image: FOTO-NET

Following the success of the Fan Park at UEFA EURO 2004™, fan-focused activities in the host cities of UEFA EURO 2008™ will form an important part of promotion programmes. Martin Kallen and Rolf Schafroth, the Chief Executive Officer of Kuoni Incoming Europe.

Image: Marc Amiguet

This is another important area, as it means a lot to a detailed briefing of exactly what everybody who visits Austria and Switzerland. Many will be required and, as a Swiss- supporters will want to make their own arrangements based agency with an office in within the framework of the options offered to them. But Vienna, Kuoni are ideally placed arrangements for the people most closely associated to fulfil those requirements. Kuoni with staging the event must also be made – and this is have already conducted an initial where the official Accommodation Agency comes in. City Tour, meeting and briefing They will be making sure that the hotels offered to the tourist boards, hotels and repre- teams, officials, media, organisers and so on have sentatives from the host cities, exactly the right qualities. starting in Vienna on 28 October. Accommodation

After a bidding procedure in- In principle, the Accommodation volving seven candidates, Kuoni Agency’s prime target groups do TASK LIST Travel Ltd., was named as the not include the supporters who ACCOMMODATION / HOTELS official Accommodation Agency. might wish to follow their national The Kuoni group celebrates its team to Austria or Switzerland – Accommodation Agency centenary in 2006, having de- but it doesn’t mean they will be UEFA: headquarters etc veloped into a major international unwilling to lend a hand if asked. Teams tourism organisation since it was founded in Zurich. Following the Referees signing of the agreement, a kick- Media off meeting was held at the be- Supporters ginning of October with a view to give the Accommodation Agency inside 34 35 Interview with Kuoni Group CEO Armin Meier The travel professional

Euro 2008 SA has entrusted the company Kuoni spring 2006 at the latest. Secondly, we will be working Reisen Holding AG with the task of arranging mainly with long-standing partners who will be keen accommodation for the tournament. The Zurich- to protect our ongoing relationship. We are keen to based company will provide more than 100,000 hotel book rooms for as many tourists as possible in Switzer- rooms for the participating teams, commercial land and Austria in the years to come. Portugal is still partners, media representatives, UEFA staff and the benefiting from EURO 2004 by continuing to attract tournament’s organising team in the early summer of increasing numbers of tourists. That must also be our 2008. INSIDE put some questions to Armin Meier, CEO objective. The discussions we have had so far with of the Kuoni Group. hoteliers and tourism experts have shown us that we are not the only ones with this aim in mind. An event What are the difficulties or challenges in providing such as the European Championship attracts atten- more than 100,000 hotel rooms for a major event? tion which, in the end, benefits the whole industry. There could be no better occasion than EURO 2008 “On the one hand, the logistics of booking so many for demonstrating our capacity for responding to rooms in the shortest possible time. We know most of modern trends – and doing so with a smile.” the basic requirements of the people concerned – teams, media, officials and organisers, etc. But there How expensive will EURO 2008 be? will be amendments and alterations literally right until Can you say yet what the price structure will be? the very last minute. That means we need to remain dynamic and flexible, something which will not be “We will have to expect high season prices. But I easy as we get closer to summer 2008. However, we think that’s understandable and nobody will have have the necessary know-how and equipment, a problem with it. However, there shouldn’t be any including specialist software, etc. On the other hand, surcharges on top of that – that is our hope.” we have to ensure that the price structure does not fall apart completely. The in Is there a sufficient number of good quality rooms Athens and, to some extent, EURO 2004 in Portugal, in all eight host cities? attracted some criticism in this area. Sharp price increases and minimum stays of five days were not “In Berne and , there could be some slight unusual. People who stayed for fewer nights had to bottlenecks as far as the number of four- and five-star pay for the privilege – these are situations that we hotels is concerned. But if we allow for reasonable definitely want to avoid in 2008.” journey times of up to 90 minutes, we won’t have any problems. Many supporters will bring their families and What can be done to avoid these problems? stay on for a few days’ holiday after the matches. And not every family will be looking for four- or five- “Firstly, you need to book very early. We want to have star accommodation. We expect to be able to meet our bookings sorted out in the next few months, by the needs of all these groups.” The participating teams are usually very demanding. What kind of accommodation do world-class footballers need and which hotels can provide it?

“National football teams and their entourage need at least 60 rooms, decent health facilities, including a swimming pool and jacuzzi, and a football pitch suitable for high-level training in the imme- diate vicinity. We cannot forget the security aspect either. Some teams, such as Sweden and Italy, like to be near a city, while others, such as the Germans, prefer to be more remote. Generally speaking, most coaches are more interested in the quality of the training pitch than the rooms. In cooperation with the organisers, we will be including around 40 Swiss and Austrian hotels in a sort of cata- logue. The teams themselves will make the final decision.”

Out of interest, do you consider yourself to be a football fan?

“I am a classic armchair footballer. I don’t play myself, but I like watching good matches on the television and sometimes live in the stadium.”

Looking ahead to the day of the final of UEFA EURO 2008, 29 June 2008, where do you think you will be?

“As Group CEO, I can arrange Armin Meier, meetings when I want them. I will Chief Executive Officer of the Kuoni Group. have work to do in Vienna the Image: Kuoni day after the final, on the Monday. And I will have to travel over the weekend… hopefully with a ticket for the final in my pocket.” inside 36 37 The EURO legends: Lev Yashin

The twelve final tournaments in the European Football Championship have been rich in drama, joy, anecdotes, heroes and tales of the unexpected – none of which can be properly reflected by statistics alone. As we warm up for the thirteenth finals, INSIDE EURO 2008™ plans to recall the previous finals one by one but, instead of offering a factual review, to focus on a player who made an impact on the competition. In 1960, it was the Soviet goalkeeper Lev Yashin who emerged as a decisive figure. The players we choose – and it’s not exactly a piece of cake to select only a dozen from the hundreds of stars who have shone on the European stage – are not necessarily the Players of the Tournament. They have been selected on the basis of the impact they made and their role in setting new milestones in European and world soccer. The Black Panther

Wembley on one of the rare occasions where he didn’t wear the all-black strip that had earned him the nickname of Black Spider in Russia and Black Panther in the rest of the world. His wife Valentina, listening to a radio commentary of the Wembley game in a taxi, was amazed when the driver shouted “we won!” “How can you say that when England won 2-0?” she asked. The taxi-driver, un- aware of the identity of his passenger, simply said “with Yashin in goal, they couldn’t score against us”.

The finals in 1960 allowed Lev Yashin to win acclaim on the international stage after winning four Soviet championship titles with FC Dinamo Moskva during the . Admittedly, he had earned a gold medal Lev Yashin warms-up on the way to the pitch at the 1956 Olympics in but, in that era, for the first final in 1960. critics were reluctant to applaud the ‘amateurs’ from Image: L’Equipe Presse Sports the Soviet bloc. The real tests were against the real pros from the West. In , Lev Yashin passed the test The first-ever UEFA European Football Championship with flying colours, repelling everything the Czechs finals were remarkable for two reasons: the Soviet could launch at him during the semi-finals and Union were champions for the first and last time; and producing a string of saves that earned extra-time the man hailed as the hero of the tournament was, against the prolific Yugoslavs and allowing Viktor unusually, a goalkeeper. Lev Yashin went on to be- Ponedelnik to clinch the title in extra-time. “That goal come, three years later, the only guardian of the net in the 113th minute,” Ponedelnik recalls, “was the to be named European Footballer of the Year. most important of my whole career. It was a sort of climax, a star moment in my life. But I have to give In that year, he had won a standing ovation by credit to the cross by our left-winger Mikhail Meshki keeping a clean sheet for the Rest of the World team of Georgia. Alas, the is no more and my during the 45 minutes he played against England at team-mate’s country is a foreign one now.” Image: Anne-Marie Steen Petersen inside 38 39 After the semi-final in Marseille, French fans invaded the pitch to carry Lev Yashin on their shoulders off the Lev Yashin makes a save in the 1960 final field. In the process, he lost the famous cap which against . meant so much to him. The police advertised the loss Image: L’Equipe Presse Sports on TV, radio and in the newspapers and, on the next day, it was returned. on despite suffering concussion twice, and the 1966 Yashin was 30 at the time and it had taken him FIFA World Cup, where the Soviets were beaten by two-thirds of that time to realise that his spidery limbs Portugal in the bronze-medal play-off. might be best exploited between the posts on a football field. Classed as ‘ungainly’ and nicknamed “I was lucky and honoured to play alongside the ‘Eiffel Tower’ by the French because of his un- greatest goalkeeper of them all,” says Viktor Pone- common height, he had valiantly tried his hand at delnik. “That unforgettable game at Wembley to running, high-jumping, shot-putting, discus-throwing, commemorate 100 years of English football was his fencing, boxing, diving, wrestling, skating, basketball, moment of stardom but it shouldn’t eclipse an water-polo and ice hockey, with only whiff of success endless list of superb performances for Dinamo and coming in the latter. In fact his first appearances for for the national team. In everyday life he was a very Dinamo were in the youth section of the ice-hockey friendly and modest man, always ready to help and team. support – especially the young players and especially in the most difficult situations. He remains in our “In the winter of 1943, when I was just 14,” he once memory not only as the No. 1 goalie but, first and explained in a rare interview, “I went to work at the foremost, as a great human being.” aircraft factory where my mother and father had jobs. Times were hard and I had to forget about In a Soviet era when collective virtues were extolled football, even though it was my favourite sport. I and ‘star systems’ frowned upon, Lev Yashin re- started as an apprentice and then became a fitter. mained humble, gentlemanly and rather timid – When the War was almost over, I got into the factory’s even though he was named Goalkeeper of the youth football team. I wanted to be a forward be- Century and later had a special statue erected at cause I always dreamed about scoring goals.” He the entrance to the Dinamo Centralnyi Stadium. started as left-winger but was then pushed pro- Valentina reveals that his only display of vanity was gressively back through the ranks until there was no the occasional “what a husband you have!”, to place to go except in goal. That was how football which she would retort “stop showing off!” His pre- acquired one of the best goalkeepers the sport has match routine, before joining the squad to prepare ever known. for the game, was to go fishing. “If he caught something, he thought everything would be all right,” He remembers being inspired by the performance Valentina remembers. “If not, he was really con- of Dinamo’s legendary keeper Alexei ‘Tiger’ Khomich cerned!” He certainly wasn’t a ‘big fish’ in financial while listening to radio commentary of a 3-3 draw terms. Lev accepted that fame and fortune didn’t with Chelsea in London in 1945 and set about go hand-in-hand. At his peak, he was paid around studying his idol’s modus operandi. In fact, Yashin’s 200 roubles per month (about €150) and much of debut came in 1951 when Valentin Beskov picked his career was rewarded by the salary of a sergeant him while Khomich was injured. “He had spent four in the KGB – Dinamo’s patrons – and a grant as a years in the reserves,” his wife remembers, “and then student or professor of physical education. In 1971, in a game against Traktor, the ball was kicked from stars from all over the world travelled to the Lenin one of the pitch to the other – and he let it in! That Stadium for a testimonial watched by over 100,000 meant another two years in the reserves!” The 1960 Muscovites ready to bid farewell to their idol with a final was one of 78 internationals that also included standing ovation. Lev Yashin, the hero of Europe’s first the 1964 final in Madrid – where he, Ponedelnik and champions yet never to make a debut in UEFA’s club Valentin Ivanov were the only survivors from 1960 – competions, celebrated his retirement by buying a the 1962 FIFA World Cup, when he bravely soldiered car of his own for the first time. Lev Yashin

Born on 22.10.1929 in Moscow Died on 20.03.1990 Nationality: Russian Nicknames: Black Spider / Eiffel Tower / Black Panther

Clubs: Tushino Moskva (1944-47) FC Dinamo Moskva (1947-70)

79 internationals for the Soviet Union (72 goals conceded) 326 league matches for FC Dinamo Moskva 107 international club appearances

World Goalkeeper of the Century (2000) European Goalkeeper of the Century (2000) , the Soviet Union captain, lifts the trophy; European Player of the Year (1963) and Lev Yashin takes it back to the dressing-room. European Championship Winner Image: L’Equipe Presse Sports (1960) Olympic Gold Medal Winner (1956) Soviet Championship Winner (1954, 1955, 1957, 1959, 1963) Winner (1953, 1967, 1970) inside 40 41 Volunteers

Anyone who has been to a final tournament will have noticed how much the volunteers add to the occasion and the importance of the roles they play. The Volunteer Programme got under way in No- vember 2005 with the appoint- ment of a Project Manager. The TASK LIST immediate objective is to draw up a detailed concept by Spring PROJECTS 2006 based on consultation with Austria’s Federal Minister for the managers in different areas to Interior, Liese Prokop and Friedrich Ceremonies ascertain exactly which skills and Stickler presented the Austrian part of the security concept, following Official Uniforms qualities will be required and how a meeting between Liese Prokop Ticketing many roles the volunteers will be and Switzerland’s president Samuel expected to play. The exact Schmid in Berne where they signed Signage a joint security policy. requirements in terms of numbers Design Image: Euro 2008 SA will be finalised in late 2006, with Accreditation a view to communicating with Team Buses potential volunteers during 2007 IBC * Safety / Security and beginning intensive recruit- Media Centres ment and training programmes in Safety and Security add up to a TV Production late 2007. German and French will, big issue involving state and local Charities of course, be the ‘host languages’ authorities. The public is keen to Lotteries but a command of English – the know all about safety and security arrangements – which is why this * International Broadcast Centre official language at such a major international event – will be is one of the subjects that tradi- among the basic requirements. tionally fills a lot of newspaper Projects Other language skills will, ob- columns and air-time. The ultimate viously, be a great asset when it aim is to reassure supporters that Anyone who thinks that UEFA EURO comes to assigning volunteers to the event is a safe one – not only 2008™ is just a question of staging jobs related to the qualified teams. when they come to the stadium 31 matches should have a look Volunteers will play important roles but throughout their stay. Work is at the chart listing the number in areas such as transportation well under way in both Austria and of specific projects related to the while, in terms of sheer numbers, a Switzerland, with both countries organisation of the tournament. large percentage will be de- having already put their signatures Even discounting the projects de- ployed in the stadia and in Media to a joint security concept at a dicated to internal affairs, there Centres. All in all, some 2,500 meeting in Berne attended by are 31 of them. INSIDE will try to volunteers will be invited to join the Switzerland’s president, Samuel cover them regularly, as and when party and make sure the final Schmid and Austria’s Federal there is something to report. But tournament ticks over nicely. Minister for the Interior, Liese Pro- one of the projects that arouse kop. The ‘canton’ arrangement in the greatest public and media Switzerland means that good interest is the subject of ticketing teamwork is essential and some procedures – and, on this front, TASK LIST 200 experts from federal, cantonal things are definitely on the move. and local authorities are already Although the exact cost of tickets VOLUNTEERS involved in the country’s safety has yet to be confirmed, many and security project. At the mo- basic elements have already Recruitment ment, there’s a nice feeling that been established in a ticketing Tasks arrangements in this sector are strategy which aims to maximise Programme / Training progressing quickly along the right attendances using a fair and trans- Courses track. parent system which offers value Profiles of Volunteers for money and a safe environment to the spectators. The Tournament Office in Vienna.

The Tournament Office Le Martinet in Nyon, the Euro 2008 SA Headquarters in Berne. located next to the railway station. Image: Euro 2008 SA

The organisation of Euro 2008 SA is taking shape and the headquarters building at Le Martinet has now been completed – with the welcome news for visitors that there is now access via a proper reception area on the ground floor instead of the tortuous route through the underground car park which was the way in while construction work was still going on.

The gross office space is 2,785m2 with six of the eight floors earmarked for Euro 2008 SA. The staff level has now risen to 35 and we’ll be logging the milestones as the staff in Nyon, Berne and Vienna (approximately 25 persons in each of the latter) grows so that the public can see exactly how much work it takes to organise an event of this magnitude.

Organisation Ultimately, some 410 positions will need to be filled – but this doesn’t mean a squad of 410 staff members. Exact roles are being reviewed with a view to avoiding duplication in Austria and Switzerland and the aim is to streamline the operation so that the workforce can carry out their tasks in the most efficient, cost-effective ways possible. Another objective is to maximise the use of internal resources The Euro 2008 SA Headquarters was officially as the event comes closer, so a single person might opened on 1 July 2005 by (front left) play two or even three roles. During the final phase of Friedrich Stickler, Lars-Christer Olsson and Ralph Zloczower. preparation, a realistic figure for the number of staff

Image: Euro 2008 SA would be around 300. inside 42 43 Official Partners