Leaving a Legacy

Investing in the future of sport

Presentation at SportAccordApril, 2007

Beijing

Make the game betterTouch the world

Build a better future

FIFA Mission Statement

What does “legacy” mean to FIFA?

COMPETITIONS(FIFA LOCs)

DEVELOPMENT(FIFA local football

federation)+

Make the game betterTouch the world

Build a better future

...An integrated approach using the same platform

FIFA’s competitions provide an ideal platform for leaving a legacy behind

Competitions build capacity in a host country in a number of ways (1/2)

FIFA LOC

What benefits does the event create?

• Infrastructure development (stadiums, parking, press tribunes, pitches, training facilities, etc)

• Relationship with local and national governments – to realise stadium renovations, event financing, security, permits, visas and other essential elements

• Sophistication of event management – managing multiple (sometimes new) functions across multiple geographic venues

• Building capacity in new areas – protocol, media services, doping control, medical, etc.

• Increased knowledge of how to promote events – particularly in certain markets – what works and what doesn’t.

• Improved marketing capacities – increased awareness of sport, national team, personalities....and how your target customers behave!

• Improved national team programme – because the local team must win!

And provides tangible benefits afterward

FIFA LOC

What does the legacy leave?

• Improved ability to host international matches (e.g., World Cup qualifiers as well as friendly matches)

• Improved ability to win right to host other significant tournaments (e.g., Copa America, Gold Cup

• Improved ability to market & sell international matches & football matches in general – in-depth knowledge of buyer behaviour in venue cities is key

• Improved infrastructure (e.g., stadiums) increases value of marketing properties

• Improvement in organisation of local professional league & teams

...but development programmes which leverage the event – are critical!

FIFA local football federation

New approach for FIFA’s women’s events

• establishment of national development plans (particularly for women’s football)

• establishment of grassroots & school football programmes that integrate with promoting the event

• involvement of governments (ministries of sport, education, health), which is enabled by hosting the event itself

• additional programmes & funding to build capacities for growth (educating coaches, referees, administrators)