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Rütter, H., & Stettler, J. (2013). Graubünden 2022 - Volkswirtschaftliche Bedeutung Olympische Winterspiele Graubünden 2022; Handout zur Medienorientierung. Landquart, 23.1.2013. Retrieved from http://www.gr2022.ch/images/downloads/gr2022_mk_wirtschaftliche_bedeutung_II.pdf Accessed on 4 February 2013.

Scheuch, E.K. (1967). Das Interview in der Sozialforschung. In König, R. (Ed.), Handbuch der empirischen Sozialforschung. Band 1 (pp. 136–96). Stuttgart.

Schneider, U. (1993). Stadtmarketing und Grossveranstaltungen. Berlin: Duncker & Humblot.

Schwery, R., & Cade, D., (2008). UEFA EURO 2008TM Football & Social Responsibility Evaluation Report. Aarberg: Media Perret.

Searle, G. (2002). Uncertain legacy: Sydney’s Olympic stadiums. European Planning Studies, 10(7), 845–60.

Silvestre, G. (2009), The Social Impacts of Mega-Events: Towards a Framework, esporte e sociedade, 4(10), 1–25.

Smith, A., & Westerbeek, H. (2007). Sport as a Vehicle for Deploying Corporate Social Responsibility, Journal of Corporate Citizenship, 25, 43–54.

Snyder, C.R., Lassegard, M.A., & Ford, C.E. (1986). Distancing After Group Success and Failure: Basking in Reflected Glory and Cutting Off Reflected Failure. Journal of Personality and Social Psychology, 51(2), 382–8.

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Stock, A. (2012). Remarks to the International Olympic Committee’s World Conference on Women and Sport. Retrieved from http://eca.state.gov/speech/remarks-international-olympic-committees-world-conference-women-and-sport Accessed on 27 January 2013.

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Glossary

Bosman

Jean-Marc Bosman was a Belgian football playing for ‘Liège’ in 1990. Bosman wanted to leave the Club to go to ‘Dunkerque’. ‘Liège’ wouldn’t let the Player leave and did not pay the player either. Bosman went to the Belgian courts, where it was then referred to the European Court of Justice. As a result, Players are free to sign an employment contract wherever they like following the expiry of their contract. Furthermore, the provisions on nationality quota were removed, which allowed any EU club to employ and field as many footballers that held EU-citizenship as they wanted. Following the Bosman case, there were several other European cases regarding sport which reinforced the principle that provided the sport had an economic aspect, it was subject to European law and workers’ rights to free movement could not be unreasonably restricted (Crespo Pérez, J. d. D. (2011). Retrieved from www.mesgo.org.

Brundtland Report

„Throughout her political career, Dr. Brundtland has developed a growing concern for issues of global significance. In 1983 the then United Nations Secretary-General invited her to establish and chair the World Commission on Environment and Development. The Commission, which is best known for developing the broad political concept of sustainable development, published its report ‘Our Common Future’ in April 1987. The Commission's recommendations led to the Earth Summit - the United Nations Conference on Environment and Development (UNCED) in Rio de Janeiro in 1992“. Retrieved from http://www.un.org/News/dh/hlpanel/brundtland-bio.htm Accessed 8 November 2011.

Corporate Citizenship (CC)

A general definition for the term corporate citizenship defines it as charitable activities by corporations and organizations (Seit, 2002, 29 in Wieser, 2010, 84). In scholar papers differentiation between CSR and CC are being discussed (ibid.). However, “it is useless for a company to claim to be a good corporate citizen unless it is prepared to accept the need for total Corporate Social Responsibility”. (Clutterbuck, (1981), 3 in Wieser, 2010, 88).

Commission on Sustainable Development (CSD)

The Commission on Sustainable Development - also known as CSD - was created in December 1992 to ensure effective follow-up of the 1992 United Nations Conference on Environment and Development (UNCED - also known as the Earth Summit), in Rio de Janeiro, Brazil, where world leaders signed the Framework Convention on Climate Change and the Convention on Biological Diversity; endorsed the Rio Declaration and the Forest Principles; and adopted Agenda 21, a 300-page plan for


154 Glossary

achieving sustainable development in the 21st century. Retrieved from http://www.un.org/esa/dsd/dsd/dsd_faqs_csd.shtml#Q1 Accessed 8 November 2011.

Cybernetics

Die Kybernetik untersucht die Verhältnisse in dynamischen Systemen, deren Komponenten in funktionalen Beziehungen zueinander stehen und auf Einwirkungen (Informationen) von außen reagieren (Cybernetics examines the relationships in dynamic systems, their components in functional relationships to each other and react to actions (informations) from the outside). Retrieved from http://lexikon.martinvo gel.de/kybernetik.html Accessed 8 November 2011.

Euro 2008 SA

The company in charge of UEFA EURO 2008TM was named Euro 2008 SA and set up as a corporation according to Swiss law (Article 620 et seqq. of the Swiss Code of Obligations) with a share capital of CHF 250.000. The corporation’s registered office was in Nyon, Switzerland. Euro 2008 SA was a fully owned subsidiary of UEFA. The constituent meeting of Euro 2008 SA took place on 1 December 2004. On 17 December 2004, Euro 2008 SA was entered in the commercial register of the canton of Vaud. (Executive Report UEFA EURO 2008TM, 21).

Footloose Industry

Independent industry: in terms of geographical location, also considered as a largely neutral industry. (Gabler Verlag (Herausgeber), Gabler Wirtschaftslexikon, Stichwort: Footloose Industry. Retrieved from http://wirtschaftslexikon.gabler.de/Archiv/6864/ footloose-industry-v6.html Accessed 27 September 2011.

Green Paper

„Green Papers are documents published by the European Commission to stimulate discussion on given topics at European level. They invite the relevant parties (bodies or individuals) to participate in a consultation process and debate on the basis of the proposals they put forward. Green Papers may give rise to legislative developments that are then outlined in White Papers“. Retrieved from http://europa.eu/legislation_summaries/glossary/green_paper_en.htm Accessed 23 November 2011.

Hermeneutics (objective)

Hermeneutics is the theory how to interpret texts and other manifests of culture. The additional term ‘objective’ underlines the complete design of the research characteristic of interpretation and choice of study units (Lamnek, 2010, 668).

Glossary 155

Inter-subjectivity

The claim for inter-subjectivity means that influences by the researcher and the survey instrument need to be as far as possible deactivated. Qualitative researchers in contrast emphasize that the involvement of the researcher a necessary condition for the research process is. (Lamnek, 2010, 669).

Olympic Games Global Impact (study) (OGI)

The Olympic Games Global impact (OGI) study was developed by the International Olympic Committee (IOC) to objectively measure and assign attribution to the potential effects of the Olympic and Paralympic Games on the host city, region and country, their environment and their citizens. The purposes of OGI are to advance the sustainability of the Games, to promote positive Games legacies, and to create a knowledge base for future hosts. Retrieved from http://css.ubc.ca/projects/olympic-games-impact-study/about-ogi/ Accessed 1 November 2011.

Oranje

The Netherlands national football team is colloquially referred to as 'Oranje', a tribute to the House of Orange-Nassau, 'Het Nederlands Elftal' (The Dutch Eleven), and 'Holland', referring the Netherlands as a whole (although it is actually the name of a smaller region). Retrieved from http://en.wikipedia.org/wiki/Netherlands_national_ football_team Accessed 6 September 2011.

UN Earth Summit 1992 Rio de Janeiro

„The UN Conference on Environment and Development (UNCED, Earth Summit) (Rio de Janeiro, Brazil) establishes linkages among economic and social development and environmental protection and adopts Agenda 21 and the Rio Principles. December 1992 – The UN General Assembly creates the Commission on Sustainable Development (CSD) to ensure effective follow-up to UNCED“. Retrieved from http://www.un.org/esa/desa/aboutus/dsd.html Accessed 8 November 2011.

UN Global Compact

The United Nations Global Compact is a strategic policy initiative for businesses that are committed to aligning their operations and strategies with ten universally accepted principles in the areas of human rights, labor, environment and anti-corruption. Retrieved from http://www.unglobalcompact.org/ Accessed 1 November 2011.

White Elephant

A concept that has been outlined through the event legacy theory is ‘white elephant’ (Preuss, 2007, 219; Chappelet, 2012, 8). Within the theoretical framework about event legacy and white elephants, the focus is on the infrastructural legacies and hard structures.

156 Glossary

“A possession or thing that is useless and often expensive to maintain.” (Hornby, 1995).

“A business or investment, that is unprofitable and is likely to remain unprofitable. In the case of businesses, a business usually becomes known as a white elephant, if it is unable to turn a profit because it is so expensive to operate and maintain” (http://www.businessdictionary.com/definition/white-elephant.html).

“A possession, that is useless or troublesome, especially one that is expensive to maintain or difficult to dispose of.“ http://oxforddictionaries.com/definition/american_ english/white+elephant

The white elephant concept is based upon expensive infrastructure and/or structure, both to maintain and construct. The meaning of ‘white elephant’ has a relation to (event) legacy, with the reference of unused infrastructure and/or structure but built for an event and remained unused or with too little use.

Appendices

Appendix 1: Charter for Sustainability EURO 2008

Josef PröllAustrian Minister of the Environment

Moritz LeuenbergerSwiss Minister of the Environment, Transport and Energy

Austria and Switzerland want to make the European Football Championship 2008 a future-oriented, sustainable sporting event. They will attach particular importance to the environmental,

economic, social and cultural dimensions of the event.

Provide environmentally sound stadiaEnvironmental certification of the stadia and environmental management strategies for the fan zones are to ensure that

ecological measures are systematically taken into account and remain effective after EURO 2008.

Launch climate-compatible and energy-efficient measuresBy enhancing energy efficiency and using renewable sources of energy the reduction of CO2 emissions

is to be maximised.

Promote public transportAttractive offers like the combined ticket are to encourage large numbers of visitors to use public means of transport

for travelling to matches and fan zones.

Waste preventionTargeted measures like ecologically benign systems to sell beverages are to help minimise the volume of waste created

and raise the rates of recycling.

Gain success for economy and employmentEURO 2008 is to create maximum profit for the economies and give fresh impetus to the

job situation of the two countries.

Give momentum to tourismThe positive reputation of the two tourist countries Austria and Switzerland is to be strengthened.

Investments remain effective after EURO 2008Newly created infrastructure (for example the stadia or the transport infrastructure) are to be available to the

population also post-EURO 2008.

Promote regional, organic and fair trade productsThe use of those products is to strengthen regional value-added chains and put special emphasis on fair trade.

Foster international understanding by means of fan projectsEURO 2008 is to give clear messages against racism and provide new impetuses to professionally organised fan projects.

Accessibility must be standardFor handicapped persons barrier- and obstacle-free access to the stadia is to be ensured at all EURO 2008 events.

Attach importance to youth and (football-related) cultural eventsYouth, school and cultural projects are to boost the enthusiasm for football, culture and sports.

Be exemplary in the fields of prevention and youth protectionConcrete measures of prevention (in particular against alcohol and nicotine abuse) are to be taken in the context of

UEFA EURO 2008TM.

Vienna, 25 June 2007

Charter for Sustainability UEFA EURO 2008TM

Source: Charter adapted following N.N. (2007b).


158 Appendices

Appendix 2: Overview of the Interviewed Experts

Expert interviews were arranged with the following four high executives and two senior managers that were directly involved in the organization of EURO 2008, namely (alphabetical order):

Gasser Patrick Klaus, Senior Football and Social Responsibility Manager, UEFA

Mr. Patrick Gasser heads UEFA’s Football and Social Responsibility (FSR) Unit. Before coming to UEFA, he worked for thirteen years at the International Committee of the Red Cross (ICRC), both in the field and in the Human Resources Department at the Headquarters in Geneva.

Gilliéron Peter, President, Swiss Football Association (SFA)

During the EURO 2008, Mr. Peter Gilliéron acted as General Secretary of the SFA and was involved in the entire process. As such, he was a key decision maker for the SFA and the EURO 2008. In 2009, he was elected as President of the SFA and was re-elected by acclamation for a second term of office in May 2011.

Kallen Martin, COO UEFA Euro 2004 / 2008 and 2012 S.A.

Mr. Martin Kallen was the COO for the EURO 2004 in Portugal and then for the EURO 2008 in Switzerland / Austria. His career and professional experience made him an asset and key decision maker in the organization of such mega events.

Schär Andreas, UEFA EURO 2008 Public Authorities General Coordination

Mr. Andreas Schär was at the crossroads of the project management and administration of the Swiss Federal Council and the right-man hand of Mr. Benedikt Weibel. After the EURO 2008, he took over the role of Head of Government Relations and Public Services of the EURO 2012 at UEFA.

Weibel Benedikt, Swiss Federal Council delegate for the EURO 2008

Mr. Benedikt Weibel was the Swiss Federal Council delegate for the EURO 2008 in 2007 and 2008. His contribution was instrumental in the success of what was the largest-ever mega event in Switzerland.

Zloczower Ralph, former President (2001 – 2009) and current honorary President of the Swiss Football Association

Mr. Ralph Zloczower, President of the SFA during the EURO 2008, was one of the major drivers behind this mega sport event in Switzerland. His initiative made the largest-ever mega event in Switzerland possible.

One expert interview with a senior manager from the IOC was arranged in order to get another perspective on the legacy of mega sport events, namely:

Appendix 2: Overview of the Interviewed Experts 159

Furrer Philippe, International Olympic Committee (IOC), Senior Manager and Head of Olympic Games Knowledge Management (OGKM) and Special Projects for the Olympic Games Department

Mr. Philippe Furrer is responsible at the IOC for developing and managing the knowledge transfer program aimed at Olympic Games Organizing Committees and candidate cities. He recently took over the responsibility for the Youth Olympic Games Culture and Education Program.

160 Appendices

Appendix 3: Template Subject-Matrix

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Appendix 4: Method for Expert-Interview Guidelines and Postscripts 161

Appendix 4: Method for Expert-Interview Guidelines and Postscripts

The following interview guidelines as well as postscripts, for all expert interviews presented, were framed by Lamnek (2010, 335 + 716). Expert interviews are often conducted as guided interviews (Lamnek, 2010, 658). I therefore prepared an interview guideline for each individual interview, which requires an intensive analysis of the interviewee’s expertise, as a familiarity with the subject being addressed is necessary for a loose and informal interview process (Lamnek, 2010, 658). In addition to the transcript, it is recommended that the interviewer make a postscript after each interview (Lamnek, 2010, 335). This way, I was able to gain more information not reflected in the interview but that may provide important insight for the interpretation of the study (Lamnek, 2010, 357-358). I wanted to make these papers available to the reader, in order to facilitate an authentic understanding of the study and its analysis (Lamnek, 2010, 358) even though these interview guidelines were originally considered as internal working papers and were therefore not entirely translated into English. However, the statements and content within each research question were derived from scholar literature as an important aspect for an interviewer of an expert-interview is to be competent and to the interviewer’s emphasis to the expert of the need the expert’s specific expert knowledge (Przyborski & Wohlrab-Sahr, 2010, 138, translated from German). The questions in the related questionnaire highlighted in bold are the subsidiary research questions.

Appendix 5: Expert Interviews Guidelines

Expert Interview guideline – Interview Nr. 1 with Martin Kallen, UEFA Legacy of mega sporting events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland

June 29, 2011

Introduction Thank you for participating

Introduction (Person and Project): Pierre Lienhard, Student MESGO, many years of experience in

professional sports, Thesis about Legacy of mega sporting events, Method to be explained (referring to Exposé), References and links during Interview through scientific books (Müller et al., 2010; Weibel, B, 2011), TV Reports (“Rundschau” and “Tagesschau”), Articles, Strategies, Concepts and Reports of Swiss Government and so forth.

Procedure: Talk 60 - 90 minutes, Swiss German -> to be translated in English Confidentiality and data protection: Digital Recording (show recorder!), transcription, data kept in

confidence and all personal data will be stored anonymously (unless the expert agrees on a certain transparency) each expert will be asked for approval for final version of transcription and permission as appendix for thesis.

Any questions of Interviewee so far?

Objectives of Thesis To analyze, in terms of sustainability, the ways in which the UEFA, the UEFA EURO 2008 Public

Authority of Switzerland (Swiss Government) and the SFA applied and regulated corporate governance policies and principles for corporate social responsibility (CSR);

Focusing on CSR, how the UEFA, the Swiss Government and the SFA evaluated in terms of legacy its impact and were such impacts aligned within the broader objectives of the society; and

To further examine the corporate governance of EURO 2008 in Switzerland regarding legacy, with the specific purpose of determining why the relevant stakeholders fail to consistently take this issue into consideration.

162 Appendices

Main research question In what ways did the implementation of corporate governance, policies and corporate social

responsibility by the UEFA, the Swiss Government and the SFA help creating a legacy for the EURO 2008in Switzerland?

>>> START RECORDING!

Subsidiary research question

Check points to be respected (Follow-up only, if not mentioned by Interviewee, to adapt wording)

Specific questions (to ask if appropriate)

Maintaining and steering of questions Non-verbal adherence Could you explain more

about? Do you have an example? What is it about…?

1 I have just explained the objectives and the main research question of my thesis and would now like to start with the questionnaire with the intention do derive the answers from the perspective of the UEFA

Einstiegsfrage für Martin mit Bezug auf Interview in Bilanz vom 16.2.2007 “Aufschlag Kallen”: “Ist das Tennisspiel um 21.15Uhr immer noch Bestandteil Deiner sportlichen Aktivitäten um Dich vom Euroalltag zu lösen?”

2 A) Who instinctively brought up the need for sustainability,

B) who led thedebates and

C) what were theobstacles?

Nachhaltigkeitsversprechen In welcher Phase werden

welche Versprechengemacht und aucheingehalten: Änderung der

Nachhaltigkeit während dem Event?

Wir wird mit Argumenten gespielt?

Was wird umgesetzt?

Was kommt dabei raus?

“Euro 2016 1st time that chapters dedicated tosustainable development and legacy wereintroduced” (email Jacques Hussy, UEFA,17.2.2011).

Müller et al., 2010, 16 + 285 Volunteerbefragung Know-how / Knowledge Transfer und

Netzwerk Verbesserungspotential in Schulung

Müller et al, 2010, 19 Unbehagen der Fremdbestimmung durch

starken Player im Netzwerk des sportlichen Megaevents -> Euro SA trotz detailliertem Organisationshandbuch und klaren Vereinbarungen schweren Stand in der öffentlichen Meinung.

Müller et al, 2010, p. 20- Man stiess an Grenzen:

basisdemokratische Entscheidungsfindung Bereitschaft um Unterstützungsleistungen Forderungen und Verhaltensmerkmalen der

UEFA

3 A) Were the ex-pected object-ives of sustain-ability and true corporate governance met?

B) Specifically,were theseobjectives metwith regard tocandidacy,bidding,organisation,and implement-tation at theEURO 2008 inSwitzerland?

A) Frage einbringen (am

Rande) mit Bezug aufInterview uefa.com vom30.7.2008 (siehe auchMedia release vom29.7.2008) zum PunktSustainability: Wo ist derLink zum Kombi-Ticketund Nachhaltigkeit?

B) Bidding process

evolvement ask Interviewee to explain

own view of perspective

A) Müller et al., 2010, 515

UEFA Executive Summary “…the most important condition….that for the

first time ever the operations were under the same structure which allowed enormous synergies”.

“…the second point….the organization benefited from the Legacy of EURO 2004 = Knowledge Transfer”

Preparation time = 3.5 years “The host associations cooperated

enormously…” “Finally,…the host countries and their different

institutions as a critical success factor for such delivery.”

B) Müller et al, 2010, 508

Appendix 5: Expert Interviews Guidelines 163






“Kandidatur und Durchführung” nicht nur unternehmerisches auch politisches

Risiko - Genehmigungsverfahren, Föderalismus - seitens des Bundes grosser Koordinations- und Förderungsbedarf

Müller et al, 2010, 511“Nachhaltigkeit” Aspekte der Nachhaltigkeit bereits in der

Kandidaturphase - Standardisierung z.B. GRI Principles

Müller et al, 2010, 512“Projektmanagement”

- direkte Zuweisung an Mitglied der Landesregierung = Benedikt Weibel - Managementansatz kann für die Zukunft übernommen werden

4 Was the written and unwritten policy strong enough to establish a concept of equal opportunities in people's consciousness?

FIFA Congress -> Instrument to restart credibility of FIFA, not only words also action: Transparency in financial

matters + activities Ethics committee to be

elected by congress, willbe strengthened with 2chambers, will be takenout of FIFA GeneralSecretary

To create a committee:instead of corporategovernance andcompliance it will becalled: the solutionscommittee. Thiscommittee will be lead bypersonality inside FIFA

Designation of WC hostcountries will be decidedby congress in the future

Bezug auf Code of Ethicsder Fifa machen. Was istder Unterschied zumVerhaltenskodex derUEFA und FIFA? Wiesohält sich der SFV an denVerhaltenskodex derUEFA?

Müller et al., 2010, 19 Oranje-Effekt = gesellschaftlich gesehen die

langfristigste WirkungMüller et al., 2010, 509 “Besucher und Fans”

das positive Erlebnis der Euro imZusammenhang der Fan-Kultur muss auch die Vision für den Klub-Fussball sein!

Müller et al., 2010, 552-553 “Negative Auswirkungen”

Föderalismus, basisdemokratischeMitspracheverfahren, Sonderregelungen etc.

UEFA = Stolperstein (Weibel, 2011, 184 Verdrängungswettbewerb im Sponsoring Bereitschaft der Unterstützungsleistungen der

öffentlichen Hand Müller et al., 2010, 554 – 556 “Längerfristige Effekte”

Sind wirklich alle Chancen für einen solchenMegaevent genutzt worden?

Überraschungseffekt, Akzente setzen, welche man der Schweiz nicht zugetraut hätte

notwendige Infrastrukturen vorantreiben e.g. Optimierung der Bahnverbindung

Managementtools langfristig implentieren

5 Did stakeholders, such as the Swiss Government and the SFA, respect the rules and policies of sustainability and corporate governance?

Frage am Rande: Wieso hat die UEFA nicht die Credit Suisse als Public Viewing Partner gewählt? Hätte dies nicht vieles vereinfacht, im Zusam-menhang der SFV-Aktivitiäten? Krisenmanagement Spuckaffäre Frei

Was waren (sind) die Schwierigkeiten resp.Herausforderungen?

Gibt es Lösungen für alle Beteiligten für dieNachhaltigkeit (e.g. CSR-projekte etc.)

Was meinst Du zur Aussage, dass Sponsorenvermehrt nicht nur eigene Interessen verfolgtensondern das Produkt fördern – im Sinne derNachhaltigkeit?

164 Appendices






6 How are specific approaches regarding social corporate responsibility approved?

Evtl. Offenes Gesprächüber FSR-Report andFARE projects führen

How do you explainimprovement and projectsfor the future?

Where is the legacy? Bezug auf

Überbrückungen e.g.Fifa-WM-2006: könnensolche “Brücken ->“Focus on Germany(uefa.com vom25.7.2005)” gebautwerden mit CSR-Aktivitiäten?

Müller et al, 2010, 35 Fanarbeit = Völkerverbindend Barrierefreiheit = Zugang für Behinderte Jugend und (Fussball) Kultur grossschreiben SuchtpräventionMüller et al., 2010, 523 “Die Euro 2008 setzt soziale Akzente”. Sie führt

Spieler und Fans unterschiedlicher Nationenzusammen und wirkt Rassismus undAusländerfeindlichkeit deutlich entgegen” Hier bestehen doch Potentiale der

Zusammenarbeit mit den NA’s Speziell in der Schweiz hätte politisch mehr

unternommen werden können? FARE = UEFA’s ten-point plan -> can the

sustainable approach be expanded beyond racism e.g. point 9

7 Objective Question (see above): To analyze, in terms of sustainability, the ways in which Swiss Government regulated principles for

corporate social responsibility (CSR). Focusing on CSR, how the Swiss Government evaluated in terms of legacy its impact and were such

impacts aligned within the broader objectives of the society?

8 Are the UEFA rules and policies considered to be an example of good governance?

General Question: Was the Euro Regulations the only document available for a bidding NA?

Corporate governance terms + conditions candidacy procedure are regulations and policies legitimated?

How is corporate gov. + CSR applied? Through regulations? Through sponsor contracts/Media Strukturerhaltung: Organisationen ändern sich nicht -

> ausser sie müssen

9 Does UEFA’s regulation affect institutional and contractual obligations of the SFA and/or the Swiss Government?

10 Objective Question (see above): To analyze, in terms of sustainability, the ways in which Swiss Government regulated corporate

governance. To further examine the corporate governance of EURO 2008 in Switzerland regarding legacy, with the

specific purpose of determining why the relevant stakeholders fail to consistently take this issue intoconsideration?

11 A) What is your opinion about transferring a brand loyalty through politics and politicians towards the community/society?

- Where is the link to corporate

-


Subsidiary researchquestion





governance and CSR?

12 Sustainability Concept (25.6.2007)

- Bezgl. Sozial und Kultur wurde im Behindertenbereich viel gemacht (Audio-Deskription, Zugangsbereiche zu den Aktivitäten im Bereich EURO 2008 sowie gedankliche Barrieren fördern)

Hinweis auf Aussage im Nachhaltigkeitskonzept,page 2 “Mit unserer Unterstützung desNachhaltigkeitskonzeptes wollen wir unsere….gesetzthaben”.

Hat die EURO 2008 Sport und Kultur näherzusammengebracht? Wenn ja wie (page 4)?

page 11: Sind die Projekte in der Jugend-Fussballkultur zwischen der UEFA, the SwissGovernment sowie dem SFV abgesprochen und mitden gleichen Interessen verfolgt worden? Sind dieSynergien optimal genutzt worden?

Weshalb ist der Kommunikation des Bundes resp.Koordination der öffentlichen Hand keine Rede vonPFS on Tour, Fussball macht Schule etc.?

13 Scientific conclusion Müller et al., 2010, 555:- “Insgesamt wurde auch bezüglich der möglichen

längerfristigen Wirkungen einiges erreicht, doch muss man sich die Frage gefallen lassen, ob wirklich alle Chancen, die ein derartiger Megaevent eröffnet, genutzt wurden.”

Beispiele nach Müller et al., 555 Zusätzliche Akzente setzen Überraschungseffekte zum Beispiel

Eröffnungsfeier etc. Managementtools zum Beispiel ISO

-> Was meinen Sie persönlich und selbstkritisch, wie wir nachhaltig diese EURO nutzten?

14 Martin Persönlich Gibt es eine Euro ohne Martin Kallen? Wird seine Erfahrung, sein Know-how

weitergegeben? Gibt es eine Kallen Legacy?

15 While reflecting the main research question, what is your personal interpretation of possible ways corporate governance, policies and CSR helped creating a legacy for the EURO 2008?

16 A) How do you see the future for corporate governance, policies and CSR in the environ-ment of mega sporting events?

B) How would youconclude thediscussedsubject?

NZZ, 11.6.09, “Am Ende einer bewegten Ära”: Bezug auf Erfahrungen in corporate governance,

Diktat der UEFA Krisenmanagment (Spuckaffäre) Know-how transfer (öffentliche Gelder ->

Fehlüberlegung etc.) was bedeutet für Dich die Legacy eines Mega-

Sporting-Events?

End of Interview

Hinweis: Kontaktaufnahme bei weiteren Fragen möglich? Per email? Skype? To thank for participation

166 Appendices

Expert Interview guideline – Interview Nr. 2 with Patrick Gasser, UEFA Legacy of mega sporting events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland

June 29, 2011

Introduction and thank you for participating

Introduction Interviewer (Person and Project): Pierre Lienhard, Student MESGO, many years of experience inprofessional sports, Thesis about Legacy of mega sporting events, Method to be explained (referring toExposé), References and links during Interview through scientific books (Müller et al., 2010; Weibel, B,2011), TV Reports (“Rundschau” and “Tagesschau”), Articles, Strategies, Concepts and Reports of SwissGovernment and so forth.

Procedure: Talk 60 - 90 minutes, English Confidentiality and data protection: Digital Recording (show recorder!), transcription, data kept in


Any questions of Interviewee so far? Objectives of Thesis

To analyze, in terms of sustainability, the ways in which the UEFA, the UEFA EURO 2008 PublicAuthority of Switzerland (Swiss Government) and the SFA applied and regulated corporate governancepolicies and principles for corporate social responsibility (CSR);

Focusing on CSR, how the UEFA, the Swiss Government and the SFA evaluated in terms of legacy itsimpact and were such impacts aligned within the broader objectives of the society; and

To further examine the corporate governance of EURO 2008 in Switzerland regarding legacy, with thespecific purpose of determining why the relevant stakeholders fail to consistently take this issue intoconsideration.


responsibility by the UEFA, the Swiss Government and the SFA help creating a legacy for the EURO 2008in Switzerland?




Specific questions(to ask if appropriate)

Maintaining and steering of questions Non-verbal

adherence Could you explain

more about? Do you have an

example? What is it about…?

1. A) Who instinctively brought up the need for sustainability,


C) what were theobstacles?

Nachhaltigkeitsversprechen In welcher Phase

werden welcheVersprechengemacht und aucheingehalten: Änderung der



Was wird umgesetzt?


“Euro 2016 1st time that chapters dedicated tosustainable development and legacy wereintroduced” (email Jacques Hussy, UEFA,17.2.2011).

Müller et al., 2010, 16 + 285 Volunteerbefragung Know-how / Knowledge Transfer und

Netzwerk Verbesserungspotential in Schulung

Müller et al, 2010, 19 Unbehagen der Fremdbestimmung durch

starken Player im Netzwerk des sportlichen Megaevents -> Euro SA trotz detailliertem Organisationshandbuch und klaren Vereinbarungen schweren Stand in der öffentlichen Meinung.

Müller et al, 2010, p. 20- Man stiess an Grenzen:









basisdemokratische Entscheidungsfindung Bereitschaft um Unterstützungsleistungen Forderungen und Verhaltensmerkmalen der

UEFA 2. A) Were the

expected objectives of sustainability and true corporate governance met?

B) Specifically,were theseobjectives metwith regard tocandidacy,bidding,organisation,andimplementationat the EURO2008 inSwitzerland?

A) Frage einbringen

(am Rande) mitBezug auf Interviewuefa.com vom30.7.2008 (sieheauch Media releasevom 29.7.2008) zumPunkt Sustainability:Wo ist der Link zumKombi-Ticket undNachhaltigkeit?

B) Bidding process

evolvement ask Interviewee to

explain own view ofperspective

A) Müller et al., 2010, 515

UEFA Executive Summary “…the most important condition….that for the

first time ever the operations were under the same structure which allowed enormous synergies”.

“…the second point….the organization benefited from the Legacy of EURO 2004 = Knowledge Transfer”

Preparation time = 3.5 years “The host associations cooperated

enormously…” “Finally,…the host countries and their

different institutions as a critical success factor for such delivery.”

B) Müller et al, 2010, 508

“Kandidatur und Durchführung” nicht nur unternehmerisches auch

politisches Risiko - Genehmigungsverfahren, Föderalismus - seitens des Bundes grosser Koordinations- und Förderungsbedarf

Müller et al, 2010, 511“Nachhaltigkeit” Aspekte der Nachhaltigkeit bereits in der

Kandidaturphase - Standardisierung z.B. GRI Principles

Müller et al, 2010, 512 “Projektmanagement”- direkte Zuweisung an Mitglied der

Landesregierung = Benedikt Weibel - Managementansatz kann für die Zukunft übernommen werden

3. Was the written andunwritten policystrong enough toestablish a conceptof equalopportunities inpeople'sconsciousness?

FIFA Congress -> Instrument to restart credibility of FIFA, not only words also action: Transparency in

financial matters +activities

Ethics committee tobe elected bycongress, will bestrengthened with 2chambers, will betaken out of FIFAGeneral Secretary

To create acommittee: insteadof corporategovernance and

Müller et al., 2010, 19 Oranje-Effekt = gesellschaftlich gesehen die

langfristigste WirkungMüller et al., 2010, 509 “Besucher und Fans”

das positive Erlebnis der Euro imZusammenhang der Fan-Kultur muss auch die Vision für den Klub-Fussball sein!



UEFA = Stolperstein (Weibel, 2011, 184 Verdrängungswettbewerb im Sponsoring Bereitschaft der Unterstützungsleistungen

der öffentlichen Hand Müller et al., 2010, 554 – 556 “Längerfristige Effekte”

168 Appendices








compliance it will be called: the solutions committee. This committee will be lead by personality inside FIFA

Designation of WChost countries will bedecided by congressin the future

Bezug auf Code ofEthics der Fifamachen. Was ist derUnterschied zumVerhaltenskodex derUEFA und FIFA?Wieso hält sich derSFV an denVerhaltenskodex derUEFA?

Sind wirklich alle Chancen für einen solchen Megaevent genutzt worden?




4. Did stakeholders,such as the SwissGovernment and theSFA, respect therules and policies ofsustainability andcorporategovernance?

Frage am Rande: Wieso hat die UEFA nicht die Credit Suisse als Public Viewing Partner gewählt? Hätte dies nicht vieles vereinfacht, im Zusammenhang der SFV-Aktivitiäten?

Krisenmanagement Spuckaffäre Frei

Was waren (sind) die Schwierigkeiten resp.Herausforderungen?

Gibt es Lösungen für alle Beteiligten für dieNachhaltigkeit (e.g. CSR-projekte etc.)

Was meinst Du zur Aussage, dass Sponsorenvermehrt nicht nur eigene Interessen verfolgtensondern das Produkt fördern – im Sinne derNachhaltigkeit?

5. Have the broaderobjectives In termsof CSR for theEURO 2008 beensuccessfullyachieved?

6. How are specificapproachesregarding socialcorporateresponsibilityapproved?

Evtl. OffenesGespräch über FSR-Report and FAREprojects führen

How do you explainimprovement andprojects for thefuture?

Where is the legacy? Bezug auf Über-

brückungen e.g. Fifa-WM-2006: könnensolche “Brücken ->“Focus on Germany(uefa.com vom25.7.2005)” gebautwerden mit CSR-Aktivitäten?

Müller et al, 2010, 35 Fanarbeit = Völkerverbindend Barrierefreiheit = Zugang für Behinderte Jugend und (Fussball) Kultur grossschreiben SuchtpräventionMüller et al., 2010, 523 “Die Euro 2008 setzt soziale Akzente”. Sie führt

Spieler und Fans unterschiedlicher Nationenzusammen und wirkt Rassismus undAusländerfeindlichkeit deutlich entgegen” Hier bestehen doch Potentiale der

Zusammenarbeit mit den NA’s Speziell in der Schweiz hätte politisch mehr

unternommen werden können? FARE = UEFA’s ten-point plan -> can the sustainable approach be expanded beyond racism e.g. point 9









7. Objective Question (see above): To analyze, in terms of sustainability, the ways in which Swiss Government regulated principles for


impacts aligned within the broader objectives of the society?8. Are the UEFA rules

and policiesconsidered to be anexample of goodgovernance?

General Question: Was the Euro Regulations the only document available for a bidding NA?

Corporate governance terms + conditions candidacy procedure are regulations and policies legitimated?

How is corporate gov. + CSR applied? Through regulations? Through sponsor contracts/Media

Strukturerhaltung: Organisationen ändern sichnicht -> ausser sie müssen

9. Does UEFA’sregulation affectinstitutional andcontractualobligations of theSFA and/or theSwiss Government?

Patrick Gasser is not the right person at UEFA to ask this question.

10. Objective Question (see above): To analyze, in terms of sustainability, the ways in which Swiss Government regulated corporate

governance. To further examine the corporate governance of EURO 2008 in Switzerland regarding legacy, with the

specific purpose of determining why the relevant stakeholders fail to consistently take this issue intoconsideration?

11. SustainabilityConcept (25.6.2007)

- Bezgl. Sozial und Kultur wurde im Behindertenbereich viel gemacht (Audio-Deskription, Zugangsbereiche zu den Aktivitäten im Bereich EURO 2008 sowie gedankliche Barrieren fördern)

Hinweis auf Aussage im Nachhaltigkeitskonzept,page 2 “Mit unserer Unterstützung desNachhaltigkeitskonzeptes wollen wirunsere….gesetzt haben”.

Hat die EURO 2008 Sport und Kultur näherzusammengebracht? Wenn ja wie (page 4)?

page 11: Sind die Projekte in der Jugend-Fussballkultur zwischen der UEFA, the SwissGovernment sowie dem SFV abgesprochen undmit den gleichen Interessen verfolgt worden?Sind die Synergien optimal genutzt worden?

Weshalb ist der Kommunikation des Bundesresp. Koordination der öffentlichen Hand keineRede von PFS on Tour, Fussball macht Schuleetc.?

12. Scientific conclusion Müller et al., 2010, 555:- “Insgesamt wurde auch bezüglich der möglichen

längerfristigen Wirkungen einiges erreicht, doch muss man sich die Frage gefallen lassen, ob wirklich alle Chancen, die ein derartiger Megaevent eröffnet, genutzt wurden.”

Beispiele nach Müller et al., 555 Zusätzliche Akzente setzen Überraschungseffekte zum Beispiel

Eröffnungsfeier etc. Managementtools zum Beispiel ISO

170 Appendices








-> Was meinen Sie persönlich und selbstkritisch, wie wir nachhaltig diese EURO nutzten?

13. While reflecting the main research question, what is your personal interpretation of possible ways corporate governance, policies and CSR helped creating a legacy for the EURO 2008?

End of Interview (Kontaktaufnahme bei weiteren Fragen möglich? Per email? Skype?) To thank for participation Expert Interview guideline – Interview Nr. 3 with Andreas Schär, UEFA EURO 2008 Public Authorities General Coordination Legacy of mega sporting events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland

June 29, 2011


Introduction Interviewer (Person and Project): Pierre Lienhard, Student MESGO, many years of experience in professional sports, Thesis about Legacy of mega sporting events, Method to be explained (referring to Exposé), References and links during Interview through scientific books (Müller et al., 2010; Weibel, B, 2011), TV Reports (SF Rundschau and SF Tagesschau), Articles, Strategies, Concepts and Reports of Swiss Government and so forth.

Procedure: Talk 60 - 90 minutes, Swiss-German Confidentiality and data protection: Digital Recording (show recorder!), transcription, data kept in



To analyze, in terms of sustainability, the ways in which the UEFA, the UEFA EURO 2008 Public Authority of Switzerland (Swiss Government) and the SFA applied and regulated corporate governance policies and principles for corporate social responsibility (CSR);



Main research question

In what ways did the implementation of corporate governance, policies and corporate social responsibility principles by the UEFA, the Swiss Government and the SFA help creating a legacy for the EURO 2008 in Switzerland?








1. I have just explained the objectives and the main research question of my thesis and would now like tostart with the questionnaire with the intention do derive the answers from the perspective of the SwissGovernment

2. A) What were the most important reasons for Switzerland in choosing to bid for the EURO 2008?

B) Was thepossibilityof a long-term legacyinteresting?

Müller et al, 2010, 35 Nachhaltigkeitscharta “Nachhaltigkeit war beider

EURO 2008 ein erklärtes Ziel” Wie ist dieses Konzept sowie die Charta

entstanden? Müller et al., 2010, 507

Massnahmen nach Euro CSR Projekte?

Müller et al, 2010, 511 Nachhaltigkeit muss bereits in der Kandidaturphase

von Bedeutung sein -> Erklärung? Zukunft? Müller et al, 2010, 552-553

Negative Auswirkungen Dringlichkeit wichtiger Entscheidungen, die mit

basisdemokratischen Mitspracheverfahren nur schwer zu vereinen waren und zu etlichen Sonderregelungen führten

Föderalismus ein Problem? Wie kann dies zukünftig geregelt werden? Im Bidding Prozess?

Müller et al, 2010, 19-20 & 553 Schlussfolgerungen: “Unbehagen wurde bezüglich

der Fremdbestimmung durch die starken Player im Netzwerk des sportlichen Megaevents offensichtlich: Trotz detailiertem Organisationshandbuch und klaren Vereinbarungen hatte die UEFA resp. die Euro 2008 SA mit ihren Anliegen in der öffentlichen Meinung einen schweren Stand.”

Müller et al, 2010 Verdrängungswettbewerb Sportsponsoring = Zeiten

haben sich verschärft müssen Sponsoren aller Entitäten mitberücksichtig

werden? Müller et al, 2010

Bereitschaft für Unterstützungsleistungen der öffentlichen Hand

3. A) Who instinctively brought up the need for sustain-ability,


C) what weretheobstacles?

Bitte erklären wiedie einzelnenPhasen abgelaufensind um mehrTransparenz undVerständnis derNachhaltigkeit von2002 – 2008 zugeben?

Wieso sind z.T. dieKonzepte eher spatentstanden?

Weshalb wurdendie nationalenSportverbände nichtmiteinbezogen?

Interessens-konflikte?

Müller et al, 2010, 523 “Vom Nachhaltigkeitskonzept zum

Nachhaltigkeitsbereicht” Botschaft BR Feb. 2002 Bundesbeschluss BR Sept. 2002 Änderung Bundesbeschluss BR Dez. 2005 POÖH und EURO SA 2007 Nachhaltigkeitskonzept

und Nachhaltigkeitscharta Schlussberichte Öffentliche Hand

172 Appendices






Nachhaltigkeits-versprechen In welcher Phase

werden welche Versprechen gemacht und auch eingehalten: Änderung der



Was wird umgesetzt?


4. Was the written and unwritten policy strong enough to establish a concept of equal opportunities in people's consciousness?

FIFA Congress -> Instrument to restart credibility of FIFA, not only words also action: Transparency in

financial matters + activities

Ethics committee to be elected by congress, will be strengthened with 2 chambers, will be taken out of FIFA General Secretary

To create a committee: instead of corporate governance and compliance it will be called: the solutions committee. This committee will be lead by personality inside FIFA

Designation of WC host countries will be decided by congress in the future

Bezug auf Code of Ethics der Fifa machen. Was ist der Unterschied zum Verhaltens-kodex der UEFA und FIFA? Wieso hält sich der SFV an den Verhaltens-kodex der UEFA?

Müller et al., 2010, 19-20 Oranje-Effekt = gesellschaftlich gesehen die

langfristigste Wirkung Müller et al., 2010, 509 “Besucher und Fans”

das positive Erlebnis der Euro im Zusammenhang der Fan-Kultur muss auch die Vision für den Klub-Fussball sein!


Föderalismus, basisdemokratische Mitspracheverfahren, Sonderregelungen etc.

UEFA = Stolperstein (Weibel, 2011, 184 Verdrängungswettbewerb im Sponsoring Bereitschaft der Unterstützungsleistungen der

öffentlichen Hand Müller et al., 2010, 554 – 556 “Längerfristige Effekte”

Sind wirklich alle Chancen für einen solchen Megaevent genutzt worden?










5. In what way didthe Swissgovernmentendeavour tosupport EURO2008?

What was the political attempt?

Calculus?

Müller et al, 2010, 508: Kandidatur und Durchführung:

unvorhergesehene Entwicklungen zwischenKandidatur und Durchfürhung beeinflussen die Aufwände massgeblich

Zustimmung Kandidatur nicht nur unternehmerisches sondern auch politisches Risiko

föderale Ebeneen können dazu beitragen, dass wichtige Bestandteile des Gesamtkonzeptes verworfen werden

Realisierung gefährdet. Megaevent fordert vom Bund/Staat grosser

Koordinations- und teilweise Förderungsbedarf 6. Have the

broaderobjectives ofhosting theEURO 2008beensuccessfullyachieved?

Müller et al, 2010, 31: Zielsetzungen der Schweiz:

1. Die Spiele perfekt zu organisieren Bestätigung Kallen uefa.com 3.12.07 1. Ein fröhliches, völkerverbindendes Fussballfest zu

ermöglichen wo ist der nachhaltige Ansatz?

Müller et al., 2010. 32 POÖH hatte einen Bereich Nachhaltigkeit Zielsetzung der EURO 2008 unter anderem

Nachhaltigketi Müller et al, 2010, 34 Wieso ist Kombi-Ticket nachhaltig?Müller et al, 2010, 554-557 �Längerfristige Effekte der EURO 2008

Know-how transfer in verschiedenen Bereichen Netzwerke Oranje-Effekt Besteuerung, Polizeischutzzusammenarbeit

FAZIT: Sind die Chancen wirklich genutzt worden? Akzente und Überraschungseffekte fehlten Managementtools mit Langfristigwirkungen (z.B. ISO) Meinung? Erklärung? Ergänzungen? Selbstkritisch!!

7. How arespecificapproachesregarding socialcorporateresponsibilityapproved?

FSR-Report zur Hand nehmen!

Müller et al., 2010, 35 Doppelspurigkeiten in CSR-Projekten: Weshalb? Interessenkonflikte Politisch Corporte Governance issue? Wo ist der Gedanke der Nachhaltigkeit? Müller et al., 2010, 15 Bezug zu FSR-Report der UEFA machen

�Recommendations for UEFA� FSR projects was a lack of integration of their

project with the actual Trounament Added value sometimes missed (good example

Geneva with Kick Tour and Fan Embassy) Potential for improement in Agenda of UEFA Top

Management, Exco Müller et al., 2010, 523 �Die Euro 2008 setzt soziale Akzente�. Sie führt Spieler

und Fans unterschiedlicher Nationen zusammen undwirkt Rassismus und Ausländerfeindlichkeit deutlichentgegen�

174 Appendices






Hier bestehen doch Potentiale der Zusammenarbeit mit den NA�s

Speziell in der Schweiz hätte politisch mehr unternommen werden können?

8. Objective Question (see above): - To analyze, in terms of sustainability, the ways in which Swiss Government regulated principles for

corporate social responsibility (CSR). - Focusing on CSR, how the Swiss Government evaluated in terms of legacy its impact and were such

impacts aligned within the broader objectives of the society? 9. Are the UEFA

rules and policies considered to be an example of good governance?

Do you think, that certain policies have to be further developed in order to achieve better governance between UEFA and the Swiss Government (Governments)?

If yes, how do you consider such an approach? Weibel, B. 2011, 182, 184 �UEFA als Stolperstein�

externe Kommunikation -> Komm. Konzept �Stolpersteine� Wieso hat UEFA Mühe bereitet?

Weibel, B. 2011, 60 Vorschläge für effizientere Corporate Governance

entwickeln -> Können Sie dazu etwas mehr erzählen im Zusammenhang der EURO 2008?

Weibel, B. 2011, 98 Krisenmanagement

kein Krisenstab beim Bund -> wie ist ein solcher Prozess in Corporate Governance einzuordnen? Wo war der Schwachpunkt resp. das Verbesserungspotential?

Müller et al, 2010, 508 Kandidatur und Durchführung:

unvorhergesehene Entwicklungen zwischen Kandidatur und Durchfürhung beeinflussen die Aufwände massgeblich


föderale Ebeneen können dazu beitragen, dass wichtige Bestandteile des Gesamtkonzeptes verworfen werden

Realisierung gefährdet. Megaevent fordert vom Bund/Staat grosser

Koordinations- und teilweise Förderungsbedarf Müller et al, 2010, 19-20, 553: Schlussfolgerungen: �Unbehagen wurde bezüglich der

Fremdbestimmung durch die starken Player im Netzwerk des sportlichen Megaevents offensichtlich: Trotz detailiertem Organisationshandbuch und klaren Vereinbarungen hatte die UEFA resp. die Euro 2008 SA mit ihren Anliegenin der öffentlichen Meinung einen schweren Stand.�

Müller et al, 2010, 512-513: Projektmanagement:

Mitglied der Landesregierung und direkte Unterstellung ermögliche jederzeit eine hohe Priorität des Dossiers

Managementansatz kann übernommen und weiterentwickelt werden

tiefgründigere Erklärung?







10. Does UEFA’sregulation affectinstitutional andcontractualobligations ofthe SwissGovernment?

11. Objective Question (see above):- To analyze, in terms of sustainability, the ways in which Swiss Government regulated corporate

governance.

- To further examine the corporate governance of EURO 2008 in Switzerland regarding legacy, with the specific purpose of determining why the relevant stakeholders fail to consistently take this issue into consideration?

12. A) What is your opinion about transferring a brand loyalty through politics and politicians towards the community/society?

B) Where is thelink to corpor-ate gover-nance andCSR?

13. Legacy zuNachhaltigkeitskonzept vom25.6.2007 (Konzentration soziales und Kultur)

Konzept alsReferenz zurHand nehmen

Bezgl. Sozial undKultur wurde imBehindertenbereich viel gemacht(Audio-Deskription,Zugangsbereichezu den Aktivitätenim Bereich EURO2008 sowiegedanklicheBarrieren fördern)

Was gab es zuvor? Wieso wurde vorher nichtsgemacht?

Nachaltigkeitskonzept, 2007, 3 + 4 Bezgl. Erkenntisse und Chancen und Zielsetzungen

Hinweis auf Statement Prof. Müller SFTagesschau�Bilanz zur Euro 08� vom 17.11.2008 -> Das sagen Wissenschafter

o Tolles Fest (kurzzeitig) jedochLangzeiteffekte dürftig

o Infrastrukturo Imageänderung -> Schweiz anders seheno Umweltmanagement System

Was war die Motivation für die Erarbeitung dieses Konzeptes erst 1 Jahr vor dem Event?

Welche damit verbundenen Chancen und Potenziale hat der Bund effektiv genutzt?

Was waren/sind die Erkenntnisse? Bezgl. Zielsetzungen Rassismus und

Ausländerfeindlichkeit: Sind da die Potenziale ausgeschöpft worden resp. hat man die Politik entsprechend einbezogen ?

Hat die EURO 2008 Sport und Kultur näherzusammengebracht? Wenn ja wie?

Nachhaltigkeitskonzept, 2007, 11: Sind die Projekte in der Jugend-Fussballkultur zwischen

der UEFA, the Swiss Government sowie dem SFVabgesprochen und mit den gleichen Interessen verfolgtworden?

176 Appendices






Sind die Synergien optimal genutzt worden Weshalb ist der Kommunikation des Bundes resp.

Koordination der öffentlichen Hand keine Rede von PFS on Tour, Fussball macht Schule?


15. A) How do you see the future for corporate governance, policies and CSR in the environment of mega sporting events?

B) How would you con-clude the discussed subject?

-

End of Interview Hinweis: Kontaktaufnahme bei weiteren Fragen möglich? Per email? Skype? To thank for participation

Expert Interview guideline – Interview Nr. 4 with Philippe, Furrer Legacy of mega sporting events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland

July 4, 2011

Introduction Thank you for participating Introduction (Person and Project): Pierre Lienhard, Student MESGO, many years of experience in profess-

sional sports, Thesis about Legacy of mega sporting events, Method to be explained (referring to Exposé), References and links during Interview through scientific books (Müller et al., 2010; Weibel, B, 2011), TV Reports (�Rundschau� and �Tagesschau�), Articles, Strategies, Concepts and Reports of Swiss Government and so forth.

Procedure: Talk 60 - 90 minutes, Swiss German -> to be translated in English Confidentiality and data protection: Digital Recording (show recorder!), transcription, data kept in


Any questions of Interviewee so far?

Objectives of Thesis To analyze, in terms of sustainability, the ways in which the UEFA, the UEFA EURO 2008 Public

Authority of Switzerland (Swiss Government) and the SFA applied and regulated corporate governance policies and principles for corporate social responsibility (CSR);





responsibility principles by the UEFA, the Swiss Government and the SFA help creating a legacy for the EURO 2008 in Switzerland?


Subsidiary research question Check points to be respected (Follow-up only, if not mentioned by Interviewee, to adapt wording)



adherence Could you

explain moreabout?

Do you havean example?

What is itabout…?

1. I have just explained the objectives and themain research question of my thesis and wouldnow like to start with the questionnaire with theintention do derive the answers from theperspective of the UEFA


B) who led the debates andC) what were the obstacles?

3. A) Were the expected objectives of sustainability and true corporate governance met?

B) Specifically, were these objectives metwith regard to candidacy, bidding,organisation, and implementation at theEURO 2008 in Switzerland?

4. Was the written and unwritten policy strongenough to establish a concept of equalopportunities in people's consciousness?

5. Did stakeholders, such as the SwissGovernment and the SFA, respect the rulesand policies of sustainability and corporategovernance?

6. How are specific approaches regardingsocial corporate responsibility approved?

7. Objective Question (see above): To analyze, in terms of sustainability, the ways in which Swiss Government regulated principles for


impacts aligned within the broader objectives of the society? 8. Are the UEFA rules and policies considered

to be an example of good governance?9. Does UEFA’s regulation affect institutional

and contractual obligations of the SFAand/or the Swiss Government?

10. Objective Question (see above): To analyze, in terms of sustainability, the ways in which Swiss Government regulated corporate

governance. To further examine the corporate governance of EURO 2008 in Switzerland regarding legacy, with

the specific purpose of determining why the relevant stakeholders fail to consistently take this issue into consideration?

11. A) What is your opinion about transferring a brand loyalty through politics and politicians towards the community/society?

178 Appendices

Subsidiary research question Check points to be respected (Follow-up only, if not mentioned by Interviewee, to adapt wording)



adherence Could you

explain more about?

Do you have an example?

What is it about…?

- Where is the link to corporate governance and CSR?

12. Sustainability Concept (25.6.2007)

13. Scientific conclusion 14. Martin Persönlich 15. While reflecting the main research question, what is your personal interpretation of possible ways corporate

governance, policies and CSR helped creating a legacy for the EURO 2008? 16. A) How do you see the future for corporate

governance, policies and CSR in the environment of mega sporting events?

B) How would you conclude the discussed subject?

End of Interview Hinweis: Kontaktaufnahme bei weiteren Fragen möglich? Per email? Skype? To thank for participation Expert Interview guideline – Interview Nr. 5 with Peter Gilliéron, Swiss Football Association Legacy of mega sporting events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland

July 5, 2011


Introduction Interviewer (Person and Project): Pierre Lienhard, Student MESGO, many years of experience in professional sports, Thesis about Legacy of mega sporting events, Method to be explained (referring to Exposé), References and links during Interview through scientific books (Müller et al., 2010; Weibel, B, 2011), TV Reports (�Rundschau� and �Tagesschau�), Articles, Strategies, Concepts and Reports of Swiss Government and so forth.







Main research question In what ways did the implementation of corporate governance, policies and corporate social responsibility by

the UEFA, the Swiss Government and the SFA help creating a legacy for the EURO 2008 in Switzerland?










1. I have just explained the objectives and the main research question of my thesis and would now like to start with the questionnaire with the intention do derive the answers from the perspective of the SFA

Wenn Einstiegsantwort beendet Übergang zu Sustainability = project challenge of 21st century!

Einstiegsfrage: Wie ist die Idee enstanden die EURO 2008 in der Schweiz durchführen zu wollen?

2. What objectivesand guaranties didthe hostassociation ofSwitzerland (SFA)make in their bid?

Did they touchupon any aspectsof sustainability?

A) 1. Nice Slogan: �Football�s

best- Close to you�2. Bezgl. Guarantees Bezug

auf Bid Dokument machenChapter 4

A) Objectives gem. Bid Dokument:

Bemerkung zum Slogan: Hat sich nichtetabliert. Wieso? Was wollte man mit diesem -

Slogan erzielen? Wie kam es danach zu Play

Football Switzerland? Objectives Bidding document:

To promote image and developEuropean Football in a lastingmanner

And to strengthen the position ofAustria and Switzerland as medium-ranking football nations within theUEFA family -> hier Bezug nur auf dieSchweiz machen!

Guaranties gem. Bid Dokument: Chapter 4, Bid Dokument

pt. 4.1 � 4.13- 4.1 full und whole support fromGovernment- 4.1 official written declaration- 4.2 Protection of commercial rights- 4.3 promotional activities- 4.4 entry/exit visas- 4.5.work authorization- 4.7 Security- etc. Was war die Strategie? welche Garantien wurden

eingehalten? was musste angepasst werden? Wieso sind solche Änderungen

nötig? Was braucht es in good

governance? Und würden entsprechende

policies zu einer besseren Nachhaltigkeit beitragen?

180 Appendices








B)

Nachhaltigkeit nur am Rande erwähnt! Auch im Index nicht zu finden!

To promote image = kurzfristige Nachhaltigkeit Müller et al, 2010, 35 Müller et al, 2010, 287-

303

B)

Was waren die Nachhaltigkeits Aspekte für den SFA in der Bewerbungsphase?

Nachhaltigkeit stark im Ökologischen und Wirtschaftlichen Bezug. Wie war da die Haltung des SFV bezgl. Sozialen und kulturellen Aspekten -> allgemein gesehen da konkreter Bezug zu CSR später gemacht wird?

Wäre es möglich gewesen, mit dem ÖFB gemeinsame Projekte zu lancieren e.g. legacy for grassroots, e.g. on tour oder Schulprojekte?

Was waren die Gründe, eigene Wege zu gehen?

gleiche / unterschiedliche Kulturen, Politik?

Müller et al., 2010, 34

Nachhaltigkeitscharta Kombiticket, öfftentlicher Verkehr: wo

ist die Legacy? Müller et al, p.35

�Baspo�hat die Bedeutung der Thematik �Nachhaltigkeit� schon früh erkannt.� Inwiefern wurde der SFV

miteinbezogen? Als Grösster Sportverband in der

Schweiz elementar? Müller et al, 2010, 287 � 303

Entwicklung des Fussball-Nachwuchses sehr positiv Anstieg Junioren Fussball von

2000/01 bis 2008/09 = 28% auf 143�600

Legacy: lizenzierte Spieler von 2004 (Euro), 2006 (WM) und 2008 (Euro) auf 244�000 davon 143�600 im Juniorenalter = 59%!

Zwischen Mai 2007 und Mai 2009 Erhöhung Total Mitglieder = 8000 = 3%

Bitte diese Zahlen erklären? Bedeutung? Ziele? Zukunft? Legacy

-> Hinweis auf folgenden Punkt im Zusammenhang mit CSR pt. 5: �Rund ein Drittel aller Vereins-fussballer hatte einen Migrations-hintergrund: Dies verweist auf den hohen inegrativen Wert des Sports� (Müller et al, p. 303).









3. Who instinctively brought up the need for sustainability, who led the debates and what were the obstacles?

Bezug auf Bid Dokument

Nachhaltigkeitsversprechen.In welcher Phase werdenwelche Versprechengemacht und aucheingehalten: Änderung der



Was wird umgesetzt? Was kommt dabei raus?

Missing in Guarantees: Sustainabilityand Legacy! Wie hat sich der SFVbezgl. Nachhaltigkeit positioniert? Hatman sich Gedanken gemacht

- (im Bid Dokument lediglich im Foreword erwähnt)?

Müller et al, 511: - Nachhaltigkeit: �Den Aspekten der

Nachhaltigkeit ist bei künftigen Sport-Grossveranstaltungen bereits in der Kandidaturphase eine wichtige Bedeutung zuzumessen. Dabei müssen auch die vergebenden Verbände in die Pflicht genommen werden�. ��international standardisiert werden, �.�Global Reporting Initiative (GRI).�

4. Was the written and unwritten policy strong enough to establish a concept of equal opportunities in people's conscious-ness?

FIFA Congress -> Instrument to restart credibility of FIFA, not only words also action:

Transparency in financialmatters + activities

Ethics committee to be elec-ted by congress, will bestrengthened with 2chambers, will be taken outof FIFA General Secretary

To create a committee:instead of corporate gover-nance and compliance it willbe called: the solutions com-mittee. This committee willbe lead by personality insideFIFA

Designation of WC hostcountries will be decided bycongress in the future

Bezug auf Code of Ethicsder Fifa machen. Was ist derUnterschied zum Verhal-tenskodex der UEFA undFIFA? Wieso hält sich derSFV an denVerhaltenskodex der UEFA?


Oranje-Effekt = gesellschaftlich gesehendie langfristigste Wirkung


�Besucher und Fans� das positive Erlebnis der Euro im

Zusammenhang der Fan-Kultur muss auch die Vision für den Klub-Fussball sein!

Müller et al., 2010, 552-553 �Negative Auswirkungen�


UEFA = Stolperstein (Weibel, 2011, 184

Verdrängungswettbewerb im Sponsoring

Bereitschaft der Unterstützungsleistungen der öffentlichen Hand

Müller et al., 2010, 554 � 556 �Längerfristige Effekte�

Sind wirklich alle Chancen für einensolchen Megaevent genutzt worden?




Obstacle:

Stadium Bern / Basel:

182 Appendices








why not Bern 40�0000

For SFA more sustainable

where is the legacy?

political pressure?

Sustainable approach missed in terms of the Swiss culture? Müller et al, 2010,19-20:

Schlussfolgerungen: �Die Erinnerung and die EURO 2008�, insbesondere mit dem unvergesslichen Oranje-Effekt, �die langfristigste Wirkung.�

Bidding Document, Foreword: ��both associations have implemented new policies and we can now proudly confirm that our work is bearing fruit on the field of play�.

was waren die Ziele?

5. How have these objectives and guaranties (referring to the bid document) been achieved with respect to the corporate governance and CSR principles?

CSR Müller et al., 2010, 303

Bezug auf Migrationshintergrund im Vereinsfussball: -> wo ist die Legacy? Wurden die entsprechenden CSR-Schritte unternommen? Wie sieht die Zukunft aus?

Müller et al, 509

als wissenschaftlicher Input: �Was wir während der EURO 2008 erlebt haben, muss auch die Vision für den Club-Fussball sein!

Rotweiss, April 2011, Interview PG1

�Ein konkretes Anliegen von meiner Seite ist die weitere Ausbalancierung im Gleichgewicht zwischen Club-Fussball und Nationalmannschaften�. Wie konnte dieses Problem in

Zusammenhang der Euro 2008 gebracht werden?

Was waren die konkreten Projekte? Welche Projekte laufen nachhaltig

bezgl. dieses Problems? Bidding Document, 2002, 177

Commitment to stamp out racism and discrimination in football: ��, it is clear that football in these two countries bring people form different countries and cultures together, and that it considerably boosts social integration.�









��to highlight the intercultural function of footall during the organization of EURO 2008,�� was wurde effectiv gemacht? was konnte diesbezüglich

nachhaltig genutzt werden? Probleme im Club Fussball nach wie vor vorhanden! -> wurde hier das Potential genutzt? -> es wurden country-specific welcome desk erstellt etc.

20Minuten online, 2007

�Pakt für Fairplay� (Unterschrift von1414 Vereinspräsidenten) -> bitte kurzdie Nachhaltigkeit und Nutzen dieserAktion erklären?


sind die CSR-Potentiale richtig genutztworden?

Was hätte man in Bezug aufGovernance zwischen den 3 Entitätenbesser machen können? Fanarbeit völkerverbindend Barrierefreiheit / Hindernisfreiheit

muss Standard sein Jugend und Fussball-Kultur gross

schreiben Prävention und Jugendschutz als

Vorbild FSR-Report by UEFA

SFA Projects not included. Z.B.Euroschools and Fussball machtSchule?

Why? Where is CSR integrated in theorganization of the SFA?

Strong enough for sustainable focus inthe future?

Inclusion of Sponsors (Stakeholdertheory)

Z.B. Footuro Project (uefa release14.7.05, Interview Zloczower), long-termsponsorship with CS or from UEFA sidee.g. Hublot with UAR Project duringEuro 2008 (Müller et al., 2010, 553)

Corporate Governance:

Managementansatz kann übernommenund weiterentwickelt werden

Delegierter BR stellte hohe Priorität desDossiers sicher

184 Appendices








Der SFV ist gem. Müller et al., 2010, 522, in den Nachhaltigkeitsberichten nicht erwähnt oder nur teilweise: Was ist der Grund? Transparenz? Politisch? Interessenkonflikte?


nur Euroschools erwähnt. Wo sind die CSR-Projekte des SFV, PFS on tour, Fussball macht Schule? Interessenkonflikte? Was hätte im Bereich Governance verbessert werden können?

Interview auf www.football.ch nach Wiederwahl Präsidium:

Ziele: EM 2012 U21 London 2012 U19 Frauem EM Klubunterstützung Kampf gegen Gewalt, Zitat PG1:

�Unterstützung öffentl. Hand, SFA kann alleine nichts ausrichten�.

PG 1 Beispiel geben wie corporate governance funktionieren könnte zu diesem Problem

Empfehlungen nach Müller et al.,2010, 532 ff:

Nachhaltigkeitskonzept Nachhaltigkeit bereits in Kandidatur

einfliessen Verpflichtung der Verantwortlichen

frühzeitig sicherstellen frewillige weitergehende

Massnahmen

Zeitliche Planung Anforderungen in Bezug der

Nachhaltigkeit an Kandidatur-dossier festlegen

Einbettung Organisation/Budget alle Beteiligten auf die gleichen

Ziele hinwirken ist nur möglich, wenn eine breit abgestützte Ausarbeitung und Anerkennung des Nachhaltigkeitskonzeptes sichergestelllt ist

Soziales/Kultur CSR-Projekte in der Zukunft

nutzen, da der Fussball generell eine wichtige Stellung in der Integration von Menschen unterschiedlicher Länder einnimmt.









6. Objective Question (see above):

To analyze, in terms of sustainability, the ways in which Swiss Government regulated principles forcorporate social responsibility (CSR).

Focusing on CSR, how the Swiss Government evaluated in terms of legacy its impact and were suchimpacts aligned within the broader objectives of the society?

7. What were the challenges of demon-strating true corporate governance from the candidacy phase through the post-event phase (2002 – 2008)?

�Kampf um die Macht� -Spuckaffäre Frei, Euro 2004, TA 29.7.2004:

Bitte kurz erklären was das Erfolgsrezept war aus dieser brutalen Front loszukommen?

Konzept für good governance?

Chapter 4, Bid Dokument:�..the excellent co-operation with thenational political authorities evidentduring the candidacy phase.�

Gab es �Stolpersteine�?-> Verweis auf Buch Weibel

Wie wurden die politischen �Hürden�bewältigt?

Was war das Vorgehen?

Wie entstand das gute Beziehungsnetz?Müller et al, 2010, 508

Kandidatur und Durchführung: unvorhergesehene Entwicklungen

zwischen Kandidatur und Durchfürhung beeinflussen die Aufwände massgeblich


föderale Ebeneen können dazu beitragen, dass wichtige Bestandteile des Gesamtkonzeptes verworfen werden -> Realisierung gefährdet.

Megaevent fordert vom Bund/Staat grosser Koordinations- und teilweise Förderungsbedarf

8. In what ways can UEFA regulate the organisation of a mega event like EURO 2008?

Bezug auf Bid Dokument machen

Z.B. Thema Steuerpflich der Teilnehmer(Interview Kallen, Bilanz 2007)

- War im Bid Dossier erklärt und trotzdem führte es zu Diskussionen. Weshalb? Corporate Governance? Policies?

9. Does UEFA’s regulation affect institutional and contractual obligations of the SFA?


Bezug auf Guarantees pt. 4.2 Protection of Commercial Rights: Are these policies justified?

10. Are UEFA’s rules and policies considered to be an example of good governance?

Sofern möglich Zitat über Expectations (Meinung PG1) von Sepp Blatter anl. FIFA Kongress einbringen: �there are certain doubts about FIFA� / �create new transparency� -> example of good governance? Was braucht es für dieses Vertrauen?

Formal Guidelines in Chapter 15 in BidDokument: Inwieweit hat der SFV mehr

beigetragen als �nur� die formellen guidelines einzuhalten?

informelle guidelines? Müller et al, 2010,9-20, 553

Schlussfolgerungen: �Unbehagen wurdebezüglich der Fremdbestimmung durch

186 Appendices








die starken Player im Netzwerk des sportlichen Megaevents offensichtlich: Trotz detailiertem Organisationshandbuch und klaren Vereinbarungen hatte die UEFA resp. die Euro 2008 SA mit ihren Anliegenin der öffentlichen Meinung einen schweren Stand.�


To analyze, in terms of sustainability, the ways in which Swiss Government regulated corporate governance.

To further examine the corporate governance of EURO 2008 in Switzerland regarding legacy, with the specific purpose of determining why the relevant stakeholders fail to consistently take this issue into consideration?

12. Nachhaltigkeitskonzept 25.6.2007?

Seite 4: Hat die EURO 2008 Sport und Kultur näher zusammengebracht? Wenn ja wie?

Seite 11: Sind die Projekte in der Jugend-Fussballkultur zwischen der UEFA, the Swiss Government sowie dem SFV abgesprochen und mit den gleichen Interessen verfolgt worden? Sind die Synergien optimal genutzt worden?

- Weshalb ist der Kommunikation des Bundes resp. Koordination der öffentlichen Hand keine Rede von PFS on Tour, Fussball macht Schule etc.?

13. PG 1 Persönlich Corporate Governance � Legacy - Wahl PG1 ins Exco der UEFA � Resultat der Nachhaltigkeit von good governance?

Rotweiss-Interview, No.4, April 2011, 20-23

Müller et al., 2010, 554, Stichwort �Netzwerke�

�Durch die intensive Zusmmenarbeit mit�..führte der Megaevent zu unzähligen Kontakten. Die EURO 2008 war einerseits Türöffner�. mit viel Zukunftspotenzial, vorausgesetzt, sie werden gepflegt.�

Statement PG1: ��die Euro hat sicherlich auch dazu beigetragen�.

- Wie kann der Schweizer Fussball davon profitieren?

14. Wissenschaftliches Fazit


�Insgesamt wurde auch bezüglich der möglichen längerfristigen Wirkungen einiges erreicht, doch muss man sich die Frage gefallen lassen, ob wirklich alle Chancen, die ein derartiger Megaevent eröffnet, genutzt wurden.�










Zusätzliche Akzente setzen

Überraschungseffekte e.g.Eröffnungsfeier etc.

Managementtools e.g. ISO- persönliche und selbstkritische

Meinungsäusserung, wie nachhaltigdiese EURO 2008 genutzt wurde.


16. How do you see the future for corporate governance and CSR in the environment of mega sporting events?

How would you conclude the discussed subject?

NZZOnline, 11.6.09

�Am Ende einer bewegten Ära�: Bezug auf Erfahrungen in corporate

governance, Diktat der UEFA Krisenmanagment (Spuckaffäre) Know-how transfer (öffentliche

Gelder -> Fehlüberlegung etc.) - was bedeutet die Legacy eines

Verbandspräsidenten? End of Interview Hinweis: Kontaktaufnahme bei weiteren Fragen möglich? Per email? Skype? To thank for participation

Expert Interview guideline – Interview Nr. 6 with Ralph Zloczower, Swiss Football Association Legacy of mega sporting events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland

July 5, 2011


Introduction Interviewer (Person and Project): Pierre Lienhard, Student MESGO, many years of experiencein professional sports, Thesis about Legacy of mega sporting events, Method to be explained (referring toExposé), References and links during Interview through scientific books (Müller et al., 2010; Weibel, B,2011), TV Reports (�Rundschau� and �Tagesschau�), Articles, Strategies, Concepts and Reports of SwissGovernment and so forth.

Procedure: Talk 60 - 90 minutes, Swiss-German Confidentiality and data protection: Digital Recording (show recorder!), transcription, data kept in confidence

and all personal data will be stored anonymously (unless the expert agrees on a certain transparency) each expert will be asked for approval for final version of transcription and permission as appendix forthesis.


To analyze, in terms of sustainability, the ways in which the UEFA, the UEFA EURO 2008 PublicAuthority of Switzerland (Swiss Government) and the SFA applied and regulated corporate governancepolicies and principles for corporate social responsibility (CSR);

Focusing on CSR, how the UEFA, the Swiss Government and the SFA evaluated in terms of legacy itsimpact and were such impacts aligned within the broader objectives of the society; and

188 Appendices


Main research question In what ways did the implementation of corporate governance, policies and corporate social responsibility by

the UEFA, the Swiss Government and the SFA help creating a legacy for the EURO 2008 in Switzerland?






about? Do you have an


1. I have just explained the objectives and the main research question of my thesis and would now like to start with the questionnaire with the intention do derive the answers from the perspective of the SFA

Wenn Einstiegsantwort beendet Übergang zu Sustainability = project challenge of 21st century!

Einstiegsfrage: Wie ist die Idee enstanden die EURO 2008 in der Schweiz durchführen zu wollen?

2. What objectives and guaranties did the host association of Switzerland (SFA) make in their bid?

Did they touch upon any aspects of sustainability?

A) 1. Nice Slogan: �Football�s

best- Close to you� 2. Bezgl. Guarantees Bezug

auf Bid Dokument machen Chapter 4

A) Objectives gem. Bid Dokument:

Bemerkung zum Slogan: Hat sich nicht etabliert. Wieso? Was wollte man mit diesem - Slogan

erzielen? Wie kam es danach zu Play Football

Switzerland? Objectives Bidding document:

To promote image and develop European Football in a lasting manner

And to strengthen the position of Austria and Switzerland as medium-ranking football nations within the UEFA family -> hier Bezug nur auf die Schweiz machen!

Guaranties gem. Bid Dokument:

Chapter 4, Bid Dokument pt. 4.1 � 4.13 - 4.1 full und whole support from Government - 4.1 official written declaration - 4.2 Protection of commercial rights - 4.3 promotional activities - 4.4 entry/exit visas - 4.5.work authorization - 4.7 Security - etc. Was war die Strategie? welche Garantien wurden

eingehalten? was musste angepasst werden?








B)

Nachhaltigkeit nur amRande erwähnt! Auch imIndex nicht zu finden!

To promote image =kurzfristige Nachhaltigkeit Müller et al, 2010, 35 Müller et al, 2010, 287-

303

Wieso sind solche Änderungen nötig?

Was braucht es in good governance?

Und würden entsprechende policies zu einer besseren Nachhaltigkeit beitragen?

B)

Was waren die Nachhaltigkeits Aspektefür den SFA in der Bewerbungsphase?

Nachhaltigkeit stark im Ökologischen undWirtschaftlichen Bezug. Wie war da dieHaltung des SFV bezgl. Sozialen undkulturellen Aspekten -> allgemeingesehen da konkreter Bezug zu CSRspäter gemacht wird?

Wäre es möglich gewesen, mit dem ÖFBgemeinsame Projekte zu lancieren e.g.legacy for grassroots, e.g. on tour oderSchulprojekte?

Was waren die Gründe, eigene Wege zugehen?

gleiche / unterschiedliche Kulturen,Politik?


Nachhaltigkeitscharta Kombiticket, öfftentlicher Verkehr: wo

ist die Legacy? Müller et al, p.35

�Baspo�hat die Bedeutung der Thematik�Nachhaltigkeit� schon früh erkannt.� Inwiefern wurde der SFV

miteinbezogen? Als Grösster Sportverband in der

Schweiz elementar? Müller et al, 2010, 287 � 303

Entwicklung des Fussball-Nachwuchsessehr positiv Anstieg Junioren Fussball von

2000/01 bis 2008/09 = 28% auf 143�600

Legacy: lizenzierte Spieler von 2004 (Euro), 2006 (WM) und 2008 (Euro) auf 244�000 davon 143�600 im Juniorenalter = 59%!

Zwischen Mai 2007 und Mai 2009 Erhöhung Total Mitglieder = 8000 = 3%

Bitte diese Zahlen erklären? Bedeutung? Ziele? Zukunft? Legacy

-> Hinweis auf folgenden Punkt im

190 Appendices







Zusammenhang mit CSR pt. 5: �Rund ein Drittel aller Vereinsfussballer hatte einen Migrationshintergrund: Dies verweist auf den hohen inegrativen Wert des Sports� (Müller et al, p. 303).

3. Who instinctively brought up the need for sustainability, who led the debates and what were the obstacles?

Bezug auf Bid Dokument

Nachhaltigkeitsversprechen. In welcher Phase werden welche Versprechen gemacht und auch eingehalten: Änderung der



Was wird umgesetzt? Was kommt dabei

raus?

Missing in Guarantees: Sustainability and Legacy! Wie hat sich der SFV bezgl. Nachhaltigkeit positioniert? Hat man sich Gedanken gemacht

- (im Bid Dokument lediglich im Foreword erwähnt)?

Müller et al, 511: - Nachhaltigkeit: �Den Aspekten der

Nachhaltigkeit ist bei künftigen Sport-Grossveranstaltungen bereits in der Kandidaturphase eine wichtige Bedeutung zuzumessen. Dabei müssen auch die vergebenden Verbände in die Pflicht genommen werden�. ��international standardisiert werden, �.�Global Reporting Initiative (GRI).�

4. Was the written and unwritten policy strong enough to establish a concept of equal opportunities in people's consciousness?

FIFA Congress -> Instrument to restart credibility of FIFA, not only words also action:

Transparency in financial matters + activities

Ethics committee to be elected by congress, will be strengthened with 2 chambers, will be taken out of FIFA General Secretary

To create a committee: instead of corporate governance and compliance it will be called: the solutions committee. This committee will be lead by personality inside FIFA

Designation of WC host countries will be decided by congress in the future

Bezug auf Code of Ethics der Fifa machen. Was ist der Unterschied zum Verhaltenskodex der UEFA und FIFA? Wieso hält sich der SFV an den Verhaltenskodex der UEFA?


Oranje-Effekt = gesellschaftlich gesehen die langfristigste Wirkung


�Besucher und Fans� das positive Erlebnis der Euro im

Zusammenhang der Fan-Kultur muss auch die Vision für den Klub-Fussball sein!

Müller et al., 2010, 552-553

�Negative Auswirkungen� Föderalismus, basisdemokratische

Mitspracheverfahren, Sonderregelungen etc.

UEFA = Stolperstein (Weibel, 2011, 184

Verdrängungswettbewerb im Sponsoring

Bereitschaft der Unterstützungsleistungen der öffentlichen Hand

Müller et al., 2010, 554 � 556

�Längerfristige Effekte� Sind wirklich alle Chancen für einen

solchen Megaevent genutzt worden? Überraschungseffekt, Akzente

setzen, welche man der Schweiz nicht zugetraut hätte

notwendige Infrastrukturen vorantreiben e.g. Optimierung der








Bahnverbindung Managementtools langfristig

implentieren Obstacle:

Stadium Bern / Basel:

why not Bern 40�0000

For SFA more sustainable

where is the legacy?

political pressure?

Sustainable approach missed in terms ofthe Swiss culture? Müller et al, 2010,19-20:

Schlussfolgerungen: �Die Erinnerung and die EURO 2008�, insbesondere mit dem unvergesslichen Oranje-Effekt, �die langfristigste Wirkung.�

Bidding Document, Foreword: ��both associations have implemented new policies and we can now proudly confirm that our work is bearing fruit on the field of play�.

was waren die Ziele?

5. How have these objectives and guaranties (referring to the bid document) been achieved with respect to the corporate governance and CSR principles?

CSR Müller et al., 2010, 303

Bezug auf Migrationshintergrund imVereinsfussball: -> wo ist die Legacy?Wurden die entsprechenden CSR-Schritte unternommen? Wie sieht dieZukunft aus?

Müller et al, 509

als wissenschaftlicher Input: �Was wirwährend der EURO 2008 erlebt haben,muss auch die Vision für den Club-Fussball sein!

Rotweiss, April 2011, Interview PG1

�Ein konkretes Anliegen von meiner Seiteist die weitere Ausbalancierung imGleichgewicht zwischen Club-Fussballund Nationalmannschaften�. Wie konnte dieses Problem in

Zusammenhang der Euro 2008 gebracht werden?

Was waren die konkreten Projekte? Welche Projekte laufen nachhaltig

bezgl. dieses Problems? Bidding Document, 2002, 177

Commitment to stamp out racism anddiscrimination in football:��, it is clear that football in these two

192 Appendices







countries bring people form different countries and cultures together, and that it considerably boosts social integration.� ��to highlight the intercultural function of footall during the organization of EURO 2008,�� was wurde effectiv gemacht? was konnte diesbezüglich nachhaltig

genutzt werden? Probleme im Club Fussball nach wie vor vorhanden! -> wurde hier das Potential genutzt? -> es wurden country-specific welcome desk erstellt etc.

20Minuten online, 2007

�Pakt für Fairplay� (Unterschrift von 1414 Vereinspräsidenten) -> bitte kurz die Nachhaltigkeit und Nutzen dieser Aktion erklären?


sind die CSR-Potentiale richtig genutzt worden?

Was hätte man in Bezug auf Governance zwischen den 3 Entitäten besser machen können? Fanarbeit völkerverbindend Barrierefreiheit / Hindernisfreiheit

muss Standard sein Jugend und Fussball-Kultur gross

schreiben Prävention und Jugendschutz als

Vorbild FSR-Report by UEFA

SFA Projects not included. Z.B. Euroschools and Fussball macht Schule?

Why? Where is CSR integrated in the organization of the SFA?

Strong enough for sustainable focus in the future?

Inclusion of Sponsors (Stakeholder theory)

Z.B. Footuro Project (uefa release 14.7.05, Interview Zloczower), long-term sponsorship with CS or from UEFA side e.g. Hublot with UAR Project during Euro 2008 (Müller et al., 2010, 553)

Corporate Governance:

Managementansatz kann übernommen und weiterentwickelt werden

Delegierter BR stellte hohe Priorität des Dossiers sicher

Der SFV ist gem. Müller et al., 2010, 522, in den Nachhaltigkeitsberichten nicht








erwähnt oder nur teilweise: Was ist der Grund? Transparenz? Politisch? Interessenkonflikte?


nur Euroschools erwähnt. Wo sind dieCSR-Projekte des SFV, PFS on tour,Fussball macht Schule?Interessenkonflikte?Was hätte im Bereich Governanceverbessert werden können?

Interview auf www.football.ch nach Wiederwahl Präsidium:

Ziele: EM 2012 U21 London 2012 U19 Frauem EM Klubunterstützung Kampf gegen Gewalt, Zitat PG1:

�Unterstützung öffentl. Hand, SFA kann alleine nichts ausrichten�.

PG 1 Beispiel geben wie corporate governance funktionieren könnte zu diesem Problem

Empfehlungen nach Müller et al.,2010, 532 ff:

Nachhaltigkeitskonzept Nachhaltigkeit bereits in Kandidatur

einfliessen Verpflichtung der Verantwortlichen

frühzeitig sicherstellen frewillige weitergehende Mass-

nahmen

Zeitliche Planung Anforderungen in Bezug der Nach-

haltigkeit an Kandidaturdossier festlegen

Einbettung Organisation/Budget alle Beteiligten auf die gleichen Ziele

hinwirken ist nur möglich, wenn eine breit abgestützte Ausarbeitung und Anerkennung des Nachhaltigkeitskonzeptes sichergestelllt ist

Soziales, Kultur CSR-Projekte in der Zukunft nutzen,

da der Fussball generell ein wichtige Stellung in der Integration von Menschen unerschiedlicher Länder einnimmt.


To analyze, in terms of sustainability, the ways in which Swiss Government regulated principles forcorporate social responsibility (CSR).

194 Appendices







Focusing on CSR, how the Swiss Government evaluated in terms of legacy its impact and were such impacts aligned within the broader objectives of the society?

7. What were the challenges of demonstrating true corporate governance from the candidacy phase through the post-event phase (2002 – 2008)?

�Kampf um die Macht� -Spuckaffäre Frei, Euro 2004, TA 29.7.2004:

Bitte kurz erklären was das Erfolgsrezept war aus dieser brutalen Front loszukommen?

Konzept für good governance?

Chapter 4, Bid Dokument: �..the excellent co-operation with the national political authorities evident during the candidacy phase.�

Gab es �Stolpersteine�? -> Verweis auf Buch Weibel

Wie wurden die politischen �Hürden� bewältigt?

Was war das Vorgehen?

Wie entstand das gute Beziehungsnetz? Müller et al, 2010, 508

Kandidatur und Durchführung: unvorhergesehene Entwicklungen

zwischen Kandidatur und Durchfürhung beeinflussen die Aufwände massgeblich


föderale Ebeneen können dazu beitragen, dass wichtige Bestandteile des Gesamtkonzeptes verworfen werden -> Realisierung gefährdet.

Megaevent fordert vom Bund/Staat grosser Koordinations- und teilweise Förderungsbedarf

8. In what ways can UEFA regulate the organisation of a mega event like EURO 2008?


Z.B. Thema Steuerpflich der Teilnehmer (Interview Kallen, Bilanz 2007)

- War im Bid Dossier erklärt und trotzdem führte es zu Diskussionen. Weshalb? Corporate Governance? Policies?

9. Does UEFA’s regulation affect institutional and contractual obli-gations of the SFA?


Bezug auf Guarantees pt. 4.2 Protection of Commercial Rights: Are these policies justified?

10. Are UEFA’s rules and policies considered to be an example of good governance?

Sofern möglich Zitat über Expectations (Meinung PG1) von Sepp Blatter anl. FIFA Kongress einbringen: �there are certain doubts about FIFA� / �create new transparency� -> example of good governance? Was braucht es für dieses Vertrauen?

Formal Guidelines in Chapter 15 in Bid Dokument: Inwieweit hat der SFV mehr

beigetragen als �nur� die formellen guidelines einzuhalten?

informelle guidelines? Müller et al, 2010,9-20, 553 - Schlussfolgerungen: �Unbehagen wurde

bezüglich der Fremdbestimmung durch die starken Player im Netzwerk des sport-lichen Megaevents offensichtlich: Trotz detailiertem Organisationshandbuch und klaren Vereinbarungen hatte die UEFA resp. die Euro 2008 SA mit ihren








Anliegenin der öffentlichen Meinung einen schweren Stand.�


To analyze, in terms of sustainability, the ways in which Swiss Government regulated corporategovernance.

To further examine the corporate governance of EURO 2008 in Switzerland regarding legacy, with thespecific purpose of determining why the relevant stakeholders fail to consistently take this issue intoconsideration?

12. Nachhaltigkeitskonzept 25.6.2007?

Seite 4: Hat die EURO 2008 Sport undKultur näher zusammengebracht? Wennja wie?

Seite 11: Sind die Projekte in der Jugend-Fussballkultur zwischen der UEFA, theSwiss Government sowie dem SFV abge-sprochen und mit den gleichen Interes-sen verfolgt worden? Sind die Synergienoptimal genutzt worden?

- Weshalb ist der Kommunikation des Bundes resp. Koordination der öffent-lichen Hand keine Rede von PFS on Tour, Fussball macht Schule etc.?

13. Ralph Persönlich Bezug zu Interview NZZOnline �Am Ende einer bewegten Ära�.

Corporate Governance � Legacy - Wahl PG1 ins Exco der UEFA � Resultat der Nachhaltigkeit von good governance?

Rotweiss-Interview, No.4, April 2011, 20-23

Müller et al., 2010, 554, Stichwort �Netzwerke�

�Durch die intensive Zusmmenarbeit mit�..führte der Megaevent zu unzähligen Kontakten. Die EURO 2008 war einerseits Türöffner�.mit viel Zukunftspotenzial, vorausgesetzt, sie werden gepflegt.�

Statement PG1: ��die Euro hat sicherlich auch dazu beigetragen�.

Wie kann der Schweizer Fussball davon profitieren?

NZZOnline, 11.6.09

�Am Ende einer bewegten Ära�: Bezug auf Erfahrungen in corporate

governance, Diktat der UEFA Krisenmanagment (Spuckaffäre) Know-how transfer (öffentliche

Gelder -> Fehlüberlegung etc.) - was bedeutet die Legacy eines

Verbandspräsidenten?

14. Wissenschaftliches Fazit


�Insgesamt wurde auch bezüglich dermöglichen längerfristigen Wirkungeneiniges erreicht, doch muss man sich dieFrage gefallen lassen, ob wirklich alleChancen, die ein derartiger Megaeventeröffnet, genutzt wurden.�

196 Appendices








Zusätzliche Akzente setzen

Überraschungseffekte e.g. Eröffnungsfeier etc.

Managementtools e.g. ISO - persönliche und selbstkritische

Meinungsäusserung, wie nachhaltig diese EURO 2008 genutzt wurde.

15. While reflecting the main research question, what is your personal interpretation of possible ways corporate governance policies and CSR helped creating a legacy for the EURO 2008?

16. How do you see the future for corporate governance and CSR in the environment of mega sporting events?

How would you conclude the discussed subject?

-

End of Interview Hinweis: Kontaktaufnahme bei weiteren Fragen möglich? Per email? Skype? To thank for participation Expert Interview guideline – Interview Nr. 7 with Benedikt Weibel, Federal Council delegate EURO 2008 Legacy of mega sporting events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland

September 7, 2011


Introduction Interviewer (Person and Project): Pierre Lienhard, Student MESGO, many years of experience in professional sports, Thesis about Legacy of mega sporting events, Method to be explained (referring to Exposé), References and links during Interview through scientific books (Müller et al., 2010; Weibel, B, 2011), TV Reports (�Rundschau� and �Tagesschau�), Articles, Strategies, Concepts and Reports of Swiss Government and so forth.







To further examine the corporate governance of EURO 2008 in Switzerland regarding legacy, with thespecific purpose of determining why the relevant stakeholders fail to consistently take this issue intoconsideration.


responsibility by the UEFA, the Swiss Government and the SFA help creating a legacy for the EURO 2008 in Switzerland?





Maintaining and steering of questions

Non-verbaladherence

Could you explainmore about?

Do you have anexample?

What is it about…?1. I have just explained

the objectives and themain researchquestion of my thesisand would now like tostart with the question-naire with the intentiondo derive the answersfrom the perspective ofthe Swiss Government

Einstiegsfrage mit Referenz zu �Von der Schubladeins Hirn�, Seite 19 -> Wo ist sustainability undLegacy in den 4 beschriebenen Bereicheneinzuordnen?

- Ist die Nachhaltigkeit allenfalls ein neu zu integrie-rendes Geschäftsfeld in der Dimension der Strategie?

2. C) What were the most important reasons for Switzerland in choosing to bid for the EURO 2008?

D) Was thepossibility of along-term legacyinteresting?

Zur Frage B) das Nachhaltigkeitskonzept EURO 2008 als Referenz nehmen.

A) Hinweis zu Rundschau vom 27.2.08, also etwas mehr als drei Monate bevor Anlass

�Manchmal frage ich mich, wieso hat der BR unddas Parlament entschieden, diesen Anlassdurchzuführen?�

�Für AUT grösster Anlass seit Wiener Kongress1815�.

Betreffend Konfrontation zu Problem UEFA:�Bundespräsident hat Garantie unterschriebenEURO 2008 durchzuführen, das sind die Fakten�

B) Nachhaltigkeitskonzept EURO 2008 (siehe auch Punkt 5):

Was war der Grund, dass dieses Konzept erst am25.6.07 veröffentlich wurde?

Wurden die Chancen und Potentiale desAustragungsland Schweiz genutzt? (Verweis aufAussage Fazit Prof. Müller (SF Tagesschau vom17.11.08): � Die Schweiz und die Bevölkerung hatbewiesen, dass wir fähig sind einen solchenGrossanlass zu organisieren�.

Positive Beispiele:- wirtschaftlicher Erfolg, 870 Mio Wertschöpfung- Vorzeitig ein neues Stadion Zürich- Neues Dach in Bern �Baldachin�- Genf hat investiert etc.

ABER:

Das positive Bild der Schweiz hat sich nicht weiterverbessert

keine Investitionen in die Zukunft

198 Appendices





Non-verbal adherence

Could you explain more about?



Kein tolles Eröffungsfest e.g. Bejjing

niemand wurde richtig überrascht -> verpasste Chance!

Was meinen Sie zu dieser Aussage?

Sind solche wissenschaftliche Erkenntnisse akzeptiert?

- Haben Sie eine Erklärung dazu?


B) who led the debates and

C) what were the obstacles?

Aussage Weibel (Handelszeitung und SF Tagesschau vom 20.11.08): �Verbindung zu Fussball und Kultur hat klar nicht funktioniert = selbstkritische Analyse �Fans wollen keine nouvelle Cusine sie wollen Bratwurst, Bier und evtl. ein Pouletflügeli�

Bericht des BR 2002 keine Nachhaltigkeit erwähnt in Bezug auf ein

solches Grossereignis. Wieso? Was sollte berücksichtigt werden und wie

sehen solche Prozesse auf politischer Ebene aus?

Können diese für andere Länder übernommen werden?

Strategie Nachhaltige Entwicklung des BR (siehe auch Punkt 4) -> 5 Leitlinien, -> Massnahmen Strategie 2002 Bezug Aktionsplan 2008 � 2011 = Sport erst im Massnahmenkatalog 2008 ff.

Wieso wird UEFA EURO als gutes Beispiel nicht im Zusammenhang erwähnt?

4. Strategie des Bundesrates zur Nachhaltigen Entwicklung

5. Legacy zu Nachhaltigkeitskonzept 25.6.2007 mit Konzetration auf soziales und Kultur

Konzept als Referenz zur Hand nehmen

Bezgl. Sozial und Kultur wurde im Behindertenbereich viel gemacht (Audio-Deskription, Zugangsbereiche zu den Aktivitäten im Bereich EURO 2008 sowie gedankliche Barrieren fördern)

Was gab es zuvor?

Wieso wurde vorher nichts gemacht? Nachhaltigkeitskonzept Euro 2008

Bezgl. Erkenntisse und Chancen und Zielsetzungen Seite 3 + 4

Hinweis auf Statement Prof. Müller (SF Tagesschau vom 17.11.2008)

Was war die Motivation für die Erarbeitung dieses Konzeptes erst 1 Jahr vor dem Event?

Welche damit verbundenen Chancen und Potenziale hat der Bund effektiv genutzt (Seite 3)?

Was waren/sind die Erkenntnisse (Seite 3)?

Bezgl. Zielsetzungen Rassismus und Ausländerfeindlichkeit: Sind da die Potenziale ausgeschöpft worden resp. hat man die Politik entsprechend einbezogen (Seite 4)?

Hat die EURO 2008 Sport und Kultur näher zusammengebracht? Wenn ja wie?

Seite 11: Sind die Projekte in der Jugend-Fussballkultur zwischen der UEFA, the Swiss Government sowie dem SFV abgesprochen und mit den gleichen Interessen verfolgt worden?






Non-verbaladherence




Sind die Synergien optimal genutzt worden

Weshalb ist der Kommunikation des Bundes resp.Koordination der öffentlichen Hand keine Rede vonPFS on Tour, Fussball macht Schule?

6. Was the “written”and “unwritten”policy strong enoughto establish aconcept of equalopportunities inpeople'sconsciousness?

Weibel, B. 2011, 13:

Input-Output: kann da ein Link zum politischenSystem von Easton gemacht werden? Die Fragedeshalb, da eine mögliche Theorie.

Input-Output Modell nach Easton- Link zu den drei Dimensionen

7. In what way did theSwiss governmentendeavour to supportEURO 2008?

Weibel, B. 2011, 77-78

Botschaft Kredit EURO 2008 politisches Kalkül? Berechnend?

Ihre Aussage: � Hätte das Parlament 2002 einen Kredit von 82.5 Mio. Franken für die EURO 2008 genehmigt? Das kann man bezweifeln.”

Wie waren die Reaktionen und wer ist Ihrer Meinung nach dafür verantwortlich?

Was empfehlen Sie aus diesem Beispiel im ganzheitlichen Kontext einer Grossveranstaltung im Sport gesehen?

Weibel, B. 2011, 79:

Wieso Delegierter des BR?

Würden Sie einen Delegierten des BR erneutempfehlen?

Für zukünftige Grossanlässe der UEFA oderSportorganisationen?

Weibel, B. 2011, 191-192

Public Affairs Verständnis des politischen Systems auf allen

Ebenen Glaubwürdigkeit -> wie sollte dies allenfalls für

UEFA und den SFV berücksichtigt werden? Muss die Projektführung angepasst werden

oder das Projektreporting? Weibel, B. 2011, 122

Zum Thema Führung in Ihrem Buch machen Sieeinen Bezug zur Benedikturs-Regel, welcher mirgefällt.

Sind Sie der Meinung, dass solche Regeln,verstanden in der heutigen Zeit, vermehrt in derFührungspolitik berücksichtigt werden sollten?

wenn ja, wie? Kann die Kirche, der Glauben etc. daentsprechend beeinflussen?

- Würden diese nachhaltig unterstützen? 8. Have the broader

objectives of hostingDo you think population, local

Nachhaltigkeitskonzept Euro 2008

Zielsetzungen Nachhaltigkeitskonzept EURO 2008

200 Appendices





Non-verbal adherence

Could you explain more about?


What is it about…?the EURO 2008 been successfully achieved?

community and football structures were strengthened because of the EURO 2008?

Seite 4: sind diese Ihrer Meinung nach erreicht

worden?

Evaluationskonzept im Nachhaltikeitskonzept Seite 6: Können mit dem Nachhaltigkeitsbericht die

entsprechenden Nachhaltigkeitsaspekte für zukünftige mega-sporting-events integriert werden?

Welches der Themen auf den Seiten 8 ff. würden Sie mit CSR verbinden?

Und welches dieser Themen mit Corporate Governance?

Sind Sie mit dem Vorgehen und den Ergebnissen im Zusammenhang dieser Aspekte zufrieden?

Oder hat es da Potential für Ergänzungen? 9. How are specific

approaches regarding social corporate responsibility approved?

Tim Sanders (AdvertisingAge, 17.9.2009): Social Responsibility is dead � long live CSR

Focusing on CSR, how the Swiss Government evaluated in terms of legacy its impact and were such impacts aligned within the broader objectives of the society? Weibel, B. 2011, 198

Euroschools Können Sie da weitere Projekte des Bundes kurz beschreiben?

Wieso hat man die Projekte des SFV (allenfalls UEFA) z.B. PFS on tour, Fussball macht Schule in der Kommunikation nicht gleichwertig berücksichtigt?

10 Objective Question (see above):

- To analyze, in terms of sustainability, the ways in which Swiss Government regulated principles for corporate social responsibility (CSR).

- Focusing on CSR, how the Swiss Government evaluated in terms of legacy its impact and were such impacts aligned within the broader objectives of the society?

11. Are the UEFA rules and policies considered to be an example of good governance?

Zuerst eigene Äusserung von Hr. Weibel anhören und dann mit Beispielen ergänzen

Weibel, B. 2011, 182, 184:

�UEFA als Stolperstein� externe Kommunikation Komm. Konzept �Stolpersteine� Wieso hat UEFA Mühe bereitet?

Weibel, B. 2011, 60

Vorschläge für effizientere Corporate Governance entwickeln

Können Sie dazu etwas mehr erzählen im Zusammenhang der EURO 2008?

Weibel, B. 2011, 98

Krisenmanagement kein Krisenstab beim Bund wie ist ein solcher Prozess in Corporate

Governance einzuordnen?






Non-verbaladherence




Wo war der Schwachpunkt resp. das Verbesserungspotential?

Weibel, B. 2011, 109

(Unternehmungs-) Kultur Die Aussage zur Kultur in Amerika ��dass die

dortige Kultur zum Prozess des Scheiterns ermutigt, im Gegensatz zu den Kulturen in Europa und Asien�.�

gefällt mir! Frage: Was könnte diesbezüglich im Bereich Corporate Governance optimiert werden um positive Beispielen e.g. in North American Sportsmodel, American politics etc. in unserer Kultur umzusetzen?

Weibel, B. 2011, 120

Stellenwert der Führung können Sie zu diesem Abschnitt in Bezug auf

die EURO 2008 mehr erzählen? Beispiele? ich mache da evtl. Nochmals den Link zu

�Stolpersteine� 12. Objective Question (see above):

- To analyze, in terms of sustainability, the ways in which Swiss Government regulated corporategovernance.

- To further examine the corporate governance of EURO 2008 in Switzerland regarding legacy, with the specific purpose of determining why the relevant stakeholders fail to consistently take this issue into consideration?

13. B) What is your opinion about transferring a brand loyalty through politics and politicians towards the community/society?

C) Where is the linkto corporategovernance andCSR?

Weibel, B. 2011, 193-197

Brand = Image Marketers and CSR

specialists to make long-view and to think about opportunities/tactics that can have a lasting impact for both the brand and communities

14. While reflecting the main research question, what is your personal interpretation of possible wayscorporate governance, policies and CSR helped creating a legacy for the EURO 2008?

15. A) How do you see the future for corporate gover-nance and CSR in the environment of mega sporting events?

B) How would youconclude thediscussedsubject?

202 Appendices

Appendix 6: Expert Interviews Postscripts

Expert Interview Postscript8 - Martin Kallen, UEFA „Legacy of mega sport events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland“ Interviewee: Martin Kallen, UEFA Suggestion < Postscript to be filled in at the end of the Interview! < The Interview situation needs to be described directly after the end of the Interview. Interview details Interviewer: Pierre Lienhard Date of Interview: 29 June 2011 Place of Interview: UEFA Headquarter in Nyon, Office of Martin Kallen Begin of Interview: 13.15h Duration of Interview (in minutes): 68 End of Interview: 14.23h Interview situation - relaxed and pleasant atmosphere - many laughs - nice and very open talk - interview in English - good to see each other again - motivated and eager to talk - attentive Special occurrences during Interview - Interruption when employee knocked at door Talks before beginning of recording - offered something to eat and drink - talked about my life in the USA - talked about the EURO 2008 and 2012 - spoke about tennis - explanation of conduct of interview Talks after turning off the recorder - gift handover from interviewer - brief summary of interview, nothing particular as did run out of time Attitude and behavior of interviewee - very friendly - open minded and motivated/eager - very warm welcome - motivated and eager to talk - attentive

8 Format following to the example of postscript guideline principles from Lamnek (2010, 335 + 716)

Appendix 6: Expert Interviews Postscripts 203

Information about interviewee, How did the Interview take place and what are the agreements

- Martin Kallen (see Appendix 2) - the interview took place via request per email as well as scheduled per email - agreement for approval of transcript as well as proof reading where input may come into play - agreement for approval of use of transcript as Appendix for thesis

Other irregularities, Information

- the given time frame was just right - interviewee offered even more time

Expert Interview Postscript9 - Patrick Gasser, UEFA „Legacy of mega sport events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland“

Interviewee: Patrick Gasser, UEFA

Suggestion < Postscript to be filled in at the end of the Interview! < The Interview situation needs to be described directly after the end of the Interview.

Interview details Interviewer: Pierre Lienhard Date of Interview: 29 June 2011 Place of Interview: Cafeteria UEFA Headquarter in Nyon Begin of Interview: 15.15h Duration of Interview (in minutes): 98 End of Interview: 16.53h

Interview situation

- relaxed and pleasant atmosphere, offered something to drink - many laughs - nice and very open talk - interview in English - explanation of conduct of interview - interview in Cafeteria at HQ UEFA

Special occurrences during Interview

- Interruption of three phone calls - one phone call out of three answered

Talks before beginning of recording

- about the past (UEFA Champions League Season 2002/2003)

Talks after turning off the recorder

- Corporate Social Responsibility at UEFA - Gift handover

9 Format following to the example of postscript guideline principles from Lamnek (2010, 716)

204 Appendices

Attitude and behavior of interviewee - very friendly - open minded and motivated/eager - very warm welcome - attentive Information about interviewee, How did the Interview take place and what are the agreements - Patrick Gasser (see Appendix 2) - the interview took place via request per email as well as scheduled per email - agreement scheduled on a short term notice - agreement for approval of transcript as well as proof reading where input may come into play - agreement for approval of use of transcript as Appendix for thesis Other irregularities, Information - interviewee to send brief summary of his title and function at UEFA - time frame just right - interviewee offered some more minutes for talk

Expert Interview Postscript10 - Andreas Schär, UEFA EURO 2008 Public Authorities General Coordination „Legacy of mega sport events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland“ Interviewee: Andreas Schär, Suggestion < Postscript to be filled in at the end of the Interview! < The Interview situation needs to be described directly after the end of the Interview. Interview details Interviewer: Pierre Lienhard Date of Interview: 2 July 2011 Place of Interview: Coffee Bar in Berne Begin of Interview: 08.45h Duration of Interview (in minutes): 80 End of Interview: 10.05h Interview situation - relaxed and pleasant atmosphere, coffee - many laughs - nice and very open talk - interview in Swiss German - good to see each other again - time schedule to be respected from the beginning Special occurrences during Interview - nice atmosphere in a coffee bar, however sometimes disruptive through background noise - interviewee offered a few more minutes in order to be able to finish interview




- small talk about the past, the EURO 2008 - talk about the life in the USA - talk about work at UEFA (EURO 2012) - explanation of conduct of interview


- ran out of time - brief good-bye - gift handover by interviewer

Attitude and behavior of interviewee

- very friendly - open minded, motivated and eager - very warm welcome - easy and free talking


- Andreas Schär (see Appendix 2) - the interview took place via request per email as well as scheduled per email - agreement for approval of transcript as well as proof reading where input may come into play - agreement for approval of use of transcript as Appendix for thesis


- none

Expert Interview Postscript11 - Philippe Furrer, IOC „Legacy of mega sport events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland“

Interviewee: Philippe Furrer, IOC


Interview details

Interviewer: Pierre Lienhard Date of Interview: 4 July 2011 Place of Interview: IOC Headquarters in Lausanne, Office of Philippe Furrer Begin of Interview: 13.15h Duration of Interview (in minutes): 73 End of Interview: 14.28h

11 Format following to the example of postscript guideline principles from Lamnek (2010, 335 + 716)

206 Appendices

Interview situation - relaxed and pleasant atmosphere - many laughs - nice and very open talk - interview in English - good to see each other again - Sharing of knowledge in terms of the subject of the thesis derived from the IOC perspective - Interview open and not necessarily built up on Interview Guideline Special occurrences during Interview - None, very focused on subject - Interviewee was well prepared for Interview Talks before beginning of recording - Invitation for lunch at IOC Headquarters - talked about my life in the USA, Family and Kids - talked about the legacy of the EURO 2008 and the Olympic Games - explanation of conduct of interview Talks after turning off the recorder - gift handover from interviewer - brief summary of interview, nothing particular as did run out of time Attitude and behavior of interviewee - very friendly - open minded and motivated/eager to talk - very warm welcome - attentive Information about interviewee, How did the Interview take place and what are the agreements - Philippe Furrer (see Appendix 2) - the interview took place due to prior discussions at Mesgo session 6 in Barcelona and then request per email as well as scheduled per email - agreement for approval of transcript as well as proof reading where input may come into play - agreement for approval of use of transcript as Appendix for thesis Other irregularities, Information - the given time frame was just right - interviewee offered even more time


Expert Interview Postscript12 - Peter Gilliéron, Swiss Football Association (SFA) „Legacy of mega sport events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland“

Interviewee: Peter Gilliéron


Interview details

Interviewer: Pierre Lienhard Date of Interview: 5 July 2011 Place of Interview: Headquarters SFA, Office Peter Gilliéron Begin of Interview: 10.00h Duration of Interview (in minutes): 81 End of Interview: 11.21h

Interview situation

- relaxed and pleasant atmosphere - many laughs - nice and very open talk - interview in Swiss German - good to see each other again - interview in his office at HQ SFA - explanation of conduct of interview

Special occurrences during Interview

- spontaneous offer to extent time schedule for 30 minutes - made phone call to arrange transport for next meeting -> very courteous!


- talk upon arrival with both President and General Secretary - talk about the USA - small talking, we know each other


- gift handover - no particular talks


- very friendly - open minded, motivated and eager - very attentive and courteous - brought in personal opinion during interview - he praised my work and preparation for interview


208 Appendices

Information about interviewee, How did the Interview take place and what are the agreements - Peter Gilliéron (see Appendix 2) - the interview took place via request per email as well as scheduled per email - agreement for approval of transcript as well as proof reading where input may come into play - agreement for approval of use of transcript as Appendix for thesis Other irregularities, Information - wanted to know the meaning and explanation of Corporate Social Responsibility (CSR)

Expert Interview Postscript13 - Ralph Zloczower, Swiss Football Association (SFA) „Legacy of mega sporting events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland“

Interviewee: Ralph Zloczower Suggestion □ Postscript to be filled in at the end of the Interview! □ The Interview situation needs to be described directly after the end of the Interview. Interview details Interviewer: Pierre Lienhard Date of Interview: 5 July 2011 Place of Interview: Office of Ralph Zloczower, Berne Begin of Interview: 15.00h Duration of Interview (in minutes): 119 End of Interview: 16.59h Interview situation - relaxed and pleasant atmosphere, offered coffee and a glass of water - nice and very open talk - interview in Swiss German - good to see each other again - interview in his office - explanation of conduct of interview Special occurrences during Interview - spontaneous offer of having enough time for the interview Talks before beginning of recording - talk about the USA - talk about his life - talk about family, kids, grandchildren Talks after turning off the recorder - gift handover - brief talk about thesis and education in general (positive feedback) - showed again appreciation for the very good cooperation during his term as President of the SFA




- very friendly - open minded, motivated and eager - very attentive and courteous - brought in personal opinion during interview - he praised my work and preparation for interview


- - Ralph Zloczower (cf. appendix 7) - the interview took place via request per email as well as scheduled per email - agreement for approval of transcript as well as proof reading where input may come into play - agreement for approval of use of transcript as Appendix for thesis


- interviewee courteous in sending the interviewer the quotation of Faust 1 the day after the interview

Expert Interview Postscript14 - Benedikt Weibel, Swiss Federal Council delegate UEFA EURO 2008 „Legacy of mega sporting events – An analysis of the sustainability of the 2008 European Football Championship in Switzerland“

Interviewee: Benedikt Weibel

Suggestion □ Postscript to be filled in at the end of the Interview!□ The Interview situation needs to be described directly after the end of the Interview.

Interview details

Interviewer: Pierre Lienhard Date of Interview: 7 September 2011 Place of Interview: per Skype Begin of Interview: 09.57h Duration of Interview (in minutes): 145 End of Interview: 12.23h

Interview situation

- per Skype - relaxed and pleasant atmosphere, coffee - many laughs - nice and very open talk - interview in Swiss German - Interviewee was pleased and amazed how easy such a talk could be per Skype - time schedule to be respected from the beginning


210 Appendices

Special occurrences during Interview - nice atmosphere in a coffee bar, however sometimes disruptive through background noise - interviewee offered a few more minutes in order to be able to finish interview Talks before beginning of recording - small talk about the past, the EURO 2008 - talk about the life in the USA - talk about work at UEFA (EURO 2012) - explanation of conduct of interview Talks after turning off the recorder - ran out of time - brief good-bye - gift handover by interviewer Attitude and behavior of interviewee - very friendly - open minded, motivated and eager to talk - very warm welcome - easy and free talking Information about interviewee, How did the Interview take place and what are the agreements - Benedikt Weibel (cf. appendix 7) - the interview took place via request per email as well as scheduled per email - agreement for approval of transcript as well as proof reading where input may come into play - agreement for approval of use of transcript as appendix for thesis Other irregularities, Information - Interview was originally planned in Berne on June 10, 2011. Due to a delayed flight from the US, this Interview had to be postponed. Mr. Weibel was very helpful and courteous with this regard!

Appendix 7: Transcripts of Expert Interviews – Nr. 1-7

Interview Nr. 1 Interviewee: Martin Kallen (Am) Date: June 29, 2011 File-Name: 110629_001_Kallen.mp3 Time: 1hour 7minutes 50seconds Transcription: Pierre Lienhard (Y1)

1 Y1: Would you like to conduct the interview in Swiss German or English? 2 Am: English is fine for me. 3 Y1: Ok, let's start with the first question. who instinctively brought up the need for sustainability? who 4 led the debates and what were the obstacles? 5 Am: (2s) It is not so easy to answer (.) I think within UEFA it was myself, because (.) I saw (.) the need 6 from EURO 2004. because for the EURO 2004 sustainability was first of all not a big issue. it was 7 not äh (.) a theme or a task, which really pushed very much. In terms of the EURO 2008 the time 8 has changed so it was more äh (.) important to be greener (.) green and to not only look at the 9 event as such also what it brings on a long-term basis for example legacy and so forth äh äh (.)

Appendix 7: Transcripts of Expert Interviews – Nr. 1-7 211

10 and this came also (.) very strongly pushed by politicians, by groups of people who said it is 11 important to look further and to look how the environment can be stable. So that was a movement 12 (.) the movement has started around 2000 but slowly and the Olympic movement was very 13 important too where sustainability for their events became more and more important and 14 therefore it became part of the charter. the importance of the IOC positively influenced the need of 15 sustainability for UEFA. so for the EURO 2008 sustainable aspects for an organizer as UEFA are 16 important but not as important as other subjects like having a good event, which is professionally 17 organized. 18 Y1: Who led the debates? 19 Am: I think it was the Swiss Government. 20 Y1: Hm, the Swiss Government? 21 Am: The Swiss Government, why? Swiss and Austrian Government were 22 pushing a lot, because (.) in Switzerland this subject was even more important than in Austria. 23 sustainability, greenness and so forth was important. It was one of the core messages and core 24 tasks of the Swiss Government for this tournament. and then the environmental (.) äh (.) you 25 know the visions of the State of Switzerland were pushing (.) they were giving a lot of äh (.) 26 targets to us. 27 Y1: Ok. 28 Am: In the debate in principle strongly involved where the Federal Council Samuel Schmid, and the 29 Swiss Federal Council delegate for the EURO 2008 Benedikt Weibel as well as the UEFA EURO 30 2008 Public Authorities General Coordinator Andreas Schär. and the different departments 31 responsible for environmental matters under the lead of the Federal Council Moritz Leuenberger 32 & Co. fully supported and stayed strong behind these debates. they fully supported what the 33 Swiss were bringing. said ok äh (.) and then we had Brainbows from Austria a lot of different 34 NGO’s were therefore involved too in this process and wanted, due to the fact the Swiss 35 Government paid an x-amount of money for this tournament, that this event provides a 36 sustainable character and brings something back. 37 Y1: Ok. 38 Am: So the debate forced UEFA internally to question them of how far we should go? 39 Y1: Ok. 40 Am: Because you can go very very far in this subject or you can also äh (.) sometimes when I see 41 äh äh (.) Olympics whatever, I see ok (.) it is a lot of PR and not so much the output. 42 Y1: Ok. I read the book: Sustainability: The project challenge for the 21st century (Dunphy et al., 2000). 43 what is your opinion? 44 Am: We are äh (.) we are still far from where we should be at this time from the UEFA's point of view. 45 we are still on the baby-level. this subject at UEFA is not yet been äh (.) a subject, which is 46 treated on the highest importance. 47 Y1: This means that you see a potential? 48 Am: Yes (.) potential (.) I think (2s) it will become stronger and stronger because depending on how far 49 you go (.) a lot of the NGO's and people from the Government are going to far. may be you are 50 need these extremities in order to find a good compromise. 51 Y1: Ok. 52 Am: But that's another issue (---) but I think they have to push it to these extremes that the other 53 side, which may say that it is not on such a high priority, would start to put more focus on that 54 subject. 55 Y1: Which leads us then to the c-question what were the obstacles? 56 Am: The main obstacle is Money. 57 Y1: ok. 58 Am: You see (.) I think everybody nowadays thinks (3s) the environment, the future is important (.) 59 where is the environment where we go with all the climate changes we face and so on. But the 60 second question is whether we have to do a sustainable approach? some do and some don't. 61 and then does it cost more and who pays for it? 62 Y1: ok. 63 Am: And of course, sustainability has its price. it is more expensive (.) if you don't anticipate early 64 enough. so äh (.) you need to take into account tomorrow what it brings äh (.) back for the future 65 and then you have other targets (.) and äh (.) if you say you need to be efficient in terms of cost 66 and so forth then you ask yourself why to do it. 67 Y1: Do you therefore think, that UEFA should as an obligation concentrate more on the approach of 68 sustainability? at this point I would like to refer to the UEFA EURO 2008TM Football & Social 69 Responsibility Evaluation Report where one recommendation was that UEFA should show equal 70 commitment to all of its projects and to improve perception of UEFA’s commitment to certain 71 projects. Important days in the project's calendar need to be attended by the President, the 72 General Secretary or a member of the Executive Committee. do you agree? 73 Am: Yes I agree 100% from the scientific approach's point of view (.) that it is (.) an important subject. 74 taking part in the meetings of the Executive Committee myself I can confirm that our top

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75 management takes this serious. In our corporate identity it is stated that we are a top professional 76 äh (.) and äh (.) future orientated sports organization. and taking into consideration UEFA's (---) 77 äh (.) corporate identity and mission statement, of course sustainability and CSR, also in terms of 78 the power of UEFA as an international sports organization is very important. however, then you 79 have to take into consideration (.) we are a football organization so first priority is football. From 80 the political side and for our 53 member associations we have to be a good leader. and UEFA 81 also pays a certain amount of their income on CSR projects. 82 Y1: Hm. 83 Am: There can never be brought enough effort to it, because you have to stop on a certain stage as it 84 is not the core business of UEFA but still it is a very important subject for UEFA. and I think äh (.) 85 our president and the UEFA EXCO members haven given a clear statement and know the 86 administration needs to carve it in stone. But its äh (.) it is very important for UEFA in its position 87 today as they have a leader function to fulfill in sport and especially in football. 88 Y1: If I understand you correctly, in terms of setting priorities this subject will become more important 89 in the future? 90 Am: Yes. 91 Y1: We will talk later more in depth about the CSR projects of UEFA. to end however the first 92 subsidiary research question I would like to have you explain the promises of sustainability in term 93 of A) in which stage which promises are given and followed, B) changes of sustainability 94 throughout the event, C) how do you act with arguments and D) what are the results? is it a 95 matter of calculation? 96 Am: It is very simple @(2s)@. 97 Y1: Oh (.) yes @(.)@? 98 Am: Firstly stands up and walks to his desk äh (.) it is (.) it is a political statement (1s) if you do 99 politics, you ask for this but you do that. You (.) you (.) you (.) you say to the world äh (.) we are 100 very environmental friendly and we do everything for sustainability and CSR is very important for 101 you. A political statement of a minister could say that you as an organization, which wants to be at 102 the forefront of course will take this subject seriously with full speed into consideration. I therefore 103 think (.) you know (.) äh äh there is a certain matter of calculation as äh (.) äh an organization or a 104 person needs to be pushed sometimes. either such an entity is total motivated or a fan of it, which 105 is normally an NGO, which put a focus on this subject (.) but an average person is not on a first 106 line supportive to this subject. It would not be totally against it (.) äh (.) so it is also calculated. and 107 äh äh if I look into this subject more in detail, which we at UEFA have done, there äh (.) are many 108 people who want to make money out of it so you have to first put them aside (.) as this subject is 109 not meant to be a money machine and you don’t know where the money goes and people take 110 advantage and have a good life out of it. 111 Y1: Mh. 112 Am: It is ok, but you can invest the money directly in äh (.) projects. so you have to stay focused in 113 the strategy and have a clear focus on the given objectives and there I see a lot of window- 114 dressing. I also read the sustainable reports for London Olympics 2012 115 ((smiling)) 116 they have done 120 pages (.) very nice documents with no influence and to be only considered as 117 a PR effect in showing how good they are. If the output will be as good as ours for the EURO 118 2008, they will have done a good job but I am not convinced about it yet. 119 Y1: This statement leads me to next question with regards to the bidding processes. for the EURO 120 2008 there were no sustainable obligations for the host association requested. however, based 121 on a statement from a colleague of yours that chapters dedicated to sustainable development and 122 legacy were the 1st time introduced for the EURO 2016. do you agree that there is a sign of 123 further improvements in the future? 124 Am: Yes and no (.) yes and no äh (.) I think yes, but I would still 125 consider it as a statement, not more than a statement. but what I forget before to mention 126 regarding the influence of sustainable development was the FIFA World cup 2006 in Germany, 127 especially for Switzerland and Austria. the stadium needed to follow certain guidelines with 128 regards to sustainability. we implemented such guidelines for the EURO 2008, especially the 129 public transport concepts, which for UEFA were the biggest äh (.) movement, where we gave free 130 access for public transport for fans having a match-ticket. this cost UEFA some millions and I 131 think it was a practical achievement. 132 Y1: I made this note regarding the so-called kombi-ticket in my books to prepare this interview. where 133 is the link to the legacy? 134 Am: It is difficult to explain, but in Switzerland since the EURO 2008 this approach has become a 135 common practice for other sporting events like the ‘Eidgenössisches Schwing- und Älplerfest’ 136 (Swiss Wrestling and Alpine Festival) and so forth where the public transport was for free. the 137 only way I consider the kombi-ticket as a sustainable approach during the EURO 2008 is because 138 UEFA acted as a role model where public transport could be used for a mega-sporting event. 139 Y1: Were the expected objectives of sustainability and true corporate governance met? specifically, 140 were these objectives met with regard to candidacy, bidding, organization and implementation at


141 the EURO 2008 in Switzerland? I have made some scientific references from the book UEFA 142 EURO 2008TM and sustainability (Müller et al., 2010). 143 Am: ((smiling)) 144 Y1: Yes, the scientific approach helps to face the 145 research, which was done. 146 Am: Oh, it is fine for me. 147 Y1: In order to be able to answer the first sub-question of the second subsidiary question I would like 148 to start with the following statements taken from the Executive Summary of the Euro 2008 SA 149 (Müller et al., 2010, 515-516: A) the most important condition were that for the first time ever the 150 operations were under the same structure which allowed enormous synergies B) the organization 151 benefited from the Legacy of EURO 2004 = knowledge transfer C) the host association 152 cooperated enormously and D) finally the host countries and their different institutions as a critical 153 success factor or such delivery. Linked to the latter point, was the political system for example 154 federalism in terms of corporate governance an obstacle? Taking these references into account 155 would consider that the objectives of sustainability and good corporate governance were 156 achieved? 157 Am: (2s) äh (.) in principle yes (.) if I have to give you an answer (.) yes. People having worked for an 158 event like the UEFA European Football Championship in the past are of course a huge advantage 159 and therefore they can commit a lot, which secures a high knowledge transfer within UEFA. 160 Therefore UEFA can improve in doing things better and more efficient with less risk and without 161 starting from zero. that is a big advantage as such for the host association for example referring to 162 EURO 2012 without this knowledge transfer the hosts would not be able to organize the event. I 163 think for the EURO 2008 we could already take an advantage from the EURO 2004 and for the 164 EURO 2016 the aim would be to standardize the know-how from the EURO 2012 and before. 165 Y1: Ok. 166 Am: This is for sure äh (.) now for UEFA and also for the organizer as such a plus. as an example 167 Poland and Ukraine would not be able to organize the event without having this knowledge 168 transfer from the past, as the cost implication would be enormous. 169 Y1: If we speak about the political system for example federalism and so forth does it matter at all? 170 Am: It 171 doesn't matter (.) äh (.) this is a different äh (2s) different issue. We had Austria, which was more 172 organized and centralized through Vienna and then we had Switzerland, which was de- 173 centralized. both system have pros and cons by the de-centralized organization you need to have 174 more compromises and get all together äh (.) äh but with more flexibility you can start with one 175 the other will also agree (.) if it is centralized if they say no then you won’t get any further. so that 176 is not äh äh a big point and did not have any influence on the achievement on the legacy what so 177 ever. 178 Y1: ok. 179 Am: (2s) Did we achieve at the end all the results? I think in many areas we did good results and in 180 others we did not achieve them. I think it is always we h- (.) äh referring to the Charta out of 6 äh 181 (.) we would have achieved a 4.5. 182 Y1: Ok. If I conclude the second subsidiary question you are saying that the knowledge-transfer was 183 implemented and transferred and is already considered to be even further developed. 184 Am: It is transferred and we have also started to map it down, you know, we have to start the process as 185 we can not only talk or communicate about it and (.) and nice words (.) you also need to pin it 186 down. we also try to learn from the past and apply the best practice all the different projects for 187 EURO 2012. 188 Y1: ok. 189 Am: So for (.) for me this was in principle the biggest achievement, because we took it further we 190 (.) we do not start from zero we have a certain quality. 191 Y1: I agree, the new documentation in term of the bidding requirements and regulations proof that 192 there is a different approach. 193 Am: Yes, there is a total difference than before, as we did not have such 194 documents. and regarding social responsibility (.) UEFA has put in place a separate department 195 being in charge and invested in new people and their main task is to further develop and maintain 196 our CSR projects. 197 Y1: Who at UEFA was responsible for such an approach? 198 Am: The President together with Executive 199 Committee at UEFA. so you see the President took out of the EXCO äh (.) in principle he said 200 UEFA has got a commitment (.) and with the establishment of the Unit the importance was 201 underlined by the management. 202 Y1: Let's move the next subsidiary question. was the written and unwritten policy strong enough to 203 establish a concept of equal opportunity in people's consciousness? Referring to a statement in 204 Müller et al., 2010, 554-556, with regards to long-term effects it says that in Switzerland indeed we 205 achieved a well organized EURO 2008 however were really all the opportunities for such a mega

214 Appendices

206 sporting event exploited? And furthermore he stated that there was a lack of an effect of surprise 207 as well as missing particular emphasis, which had not been expected in Switzerland. 208 Am: I agree with Professor Müller and his colleagues. 209 Y1: You agree? 210 Am: Yes (.) no (.) äh (.) the challenge is always the same. Let me explain to you (.). You know äh (.) 211 UEFA is bringing the football and Switzerland has the stage, it is quasi building the stage for such 212 an event (---) the show disappears after äh (.) a certain time (---) there is a window of three weeks 213 where the show of UEFA is brought to the country and three years later it’s taken back to be 214 brought to another country. for me it was clear from the beginning that the project was not 215 enough supported (.) äh (.) by the Swiss. 216 Y1: What do you mean with by the Swiss? 217 Am: By the Swiss äh äh in general (.) by everybody. they 218 realized certain opportunities too late. I believe it was the question of culture. people were 219 jealous, did not set the right priorities and äh also (.) with leadership. having had Benedikt Weibel 220 as Mister EURO 2008 for Switzerland in charge as Swiss Federal Council delegate for the EURO 221 2008 was key and important. However, from my perspective he came in too late. from a political 222 point of perspective for a mega sport event you need also a person äh (.) like Adolf Ogi (---) I 223 mean Benedikt Weibel was great but he came on board too late. we are organizing matches, you 224 need to do a lot for your country and use it as image, as a communication tool, as a platform (.) 225 but then you need to bring all the people together and to have them work all in one direction (.). I 226 haven’t seen any event in the past and therefore had the feeling they did not take all opportunities 227 combined with such an event into account, they were not linked and they did not take this as an 228 opportunity and take this as a tool, this is our engine, let’s take it. if you consider taking fully into 229 account the proposals of Professor Müller (.) this means a lot of work. A lot of extra work (.) and 230 this usually is äh (2s) volunteer work. because you don't get paid and you need the politicians 231 fully stand behind such a project, which was in Switzerland not the case. their approach was 232 always to not to spend more money instead of having a spirit for investment for such a project. 233 Y1: Should UEFA therefore be more focused in setting stronger policies to the Government and the 234 host country? 235 Am: The main goal of UEFA is always in staging 31 matches in a good environment. the rest is the 236 platform given to the organizers, to the host country. 237 Y1: Hm. 238 Am: For äh (---) for (.) the former President of the Swiss Football Association he was here to fight for 239 each single Euro (€) or Swiss Francs to get because they asked him I don’t know what to pay (.) 240 the Swiss Government should have been in principle happy having had the Swiss Football 241 Association brought in such a mega sporting event to Switzerland. but the Swiss Football 242 Association always had to run and ask the Government for financial support (.) because for 243 Switzerland the EURO 2008 was not seen as a must it was more a nice to have. I think that in 244 Switzerland politicians do not have the spirit any longer for mega sport events as the cost issues 245 are always first. 246 Y1: To conclude this subject, please give me a short explanation of UEFA’s position. 247 Am: I can conclude that stronger policies have to be respected already in the bidding documents. the 248 potential to leverage starts at the bidding process. UEFA has the obligation to do it. certain 249 legislations and regulations might be in place set by the EU, which get then a compulsory 250 character for a sports organization. From a political point of view, this approach has already 251 started. therefore, for UEFA there is not even the question. UEFA has to ask and anticipate and 252 to be prepared. first is what you ask for and secondly what do you get for. So it is like left and 253 right wing so äh (.) if you are able to meet in the middle means that you already achieved 254 something. 255 Y1: Did stakeholders, such as the Swiss Government and the SFA respect the rules and policies of 256 sustainability and corporate governance? 257 Am: Yes, they did what we have asked them to do and on top they did even more than UEFA asked 258 for. 259 Y1: How were specific approaches regarding social corporate responsibility approved? instead of 260 having UEFA, the Swiss Government and the Swiss Football Association organized each one its 261 special projects was there any opportunity to merge these different football projects and side 262 events? 263 Am: This was the target of UEFA. 264 Y1: Was it? 265 Am: Yes this was for the EURO 2008 our target. I think Gassers main target for the EURO 2012 is to 266 have four projects in total. we have agreed for the EURO 2012 with the two National Associations 267 and the two Governments together that we have agreed to support 4 projects in the field of CSR. 268 it is not easy to undertake such an approach due to the conflict of interest, the different visions, 269 ideas and targets. I think the approach for the EURO 2008 in this matter was not äh (.) äh ideal. 270 Y1: What do you mean? was it the reason that everybody took its own project into consideration? 271 can you explain?


272 Am: We asked the national association already in the bidding document to plan special projects. but 273 the main issue was who is going to finance it. the Swiss Football Association wanted to do such 274 projects but did not want to re-invest their whole tournament fee for it. the Swiss Football 275 Association then asked a third party to finance their special projects so-called Play Football 276 Switzerland. such projects were therefore just realized due to sponsorship, which proofed the 277 problem at the end is always from where the financial resources come from. either you put all the 278 money in one pot and then the projects run under one umbrella or you don't find an agreement. 279 the source of the problem is financial related. however, even the sponsorship market in 280 Switzerland is small, it would have been much much easier in having had the same sponsors on 281 board for certain social responsibility project such as the public viewing. 282 Y1: Are the UEFA rules and policies considered to be an example of good governance? 283 Am: First of all, it had been taken serious and backed up by the top management starting by the 284 President. this on my perspective is good governance. so the (.) the President and the General 285 Secretary have to stay behind it (.) and not only to stay behind it (.) äh they also have put some 286 measure in it (.) they created new departments and proofed the respective budget per year for 287 further development and people. so this is for sure good governance. when it comes to the 288 implementation looking what we were doing on the reporting one with the government and one on 289 our own äh (.) I think we made a good approach in good governance. the future even proofs a 290 pro-active approach, in a way that we are able to limit it down to 4-5 projects in solidarity with the 291 organizers, which were important to us. For the EURO 2012 we now have the two local 292 organization committees and the two governments in the same boat and it was their responsibility 293 to tell UEFA their first priority projects and how many in this matter. so UEFA said one and may 294 be they said three and then we agreed in doing them together. but we could still be more efficient 295 with this regard. for the EURO 2008, UEFA should have may be sometimes been more 296 demanding and pro-active in this matter. 297 Y1: Does UEFA's regulation affect institutional and contractual obligations of the SFA and/or the 298 Swiss Government? 299 Am: Yes, as it is an issue of conflict of interest and partner obligations. but you know äh (.) that the 300 SFA did not want to pay such projects on its own and therefore they decided to bring in a partner. 301 it is not necessarily a partner issue it is always a matter from where the money comes and behind 302 such a financing there are always some obligations. of course if UEFA's and the FA's partners 303 were the same, it would have been easier to plan and merge certain projects. at the end for me it 304 is important that you are motivated to do it you need to have it in your targets that it is important 305 for your organization and you have to have proofed the financial means. anywhere in this world 306 äh (.) if you don’t have the financial means that doesn’t work. 307 Y1: Should sponsors help developing CSR projects for a mega event like the EURO 2008? 308 Am: No, it is not their job. becoming a sponsor of a mega sporting event means that you are already a 309 leader in the market, which means sustainability is important because they are leaders. so (---) a 310 so-called leader needs to secure his future, he must focus on CSR projects, governance and so 311 forth and so forth For the EURO 2008 they paid an entry fee to be part of the event (---) and I 312 think it is the organizers responsibility to guarantee the service they paid for. however, I believe 313 none of this blue-chip companies would be ever against CSR activities but they have to be kept in 314 a certain frame in order to assure their exclusivity. 315 Y1: What is your opinion about transferring a brand loyalty through politics and politicians towards the 316 community/society? 317 Am: For me it is not primarily a question to transfer a brand to the population. if a National 318 Associations decides to take part in a bidding process they already decide being part of the event 319 and knowing the conditions. if you do not know the conditions it is the NA's fault (.) first. secondly 320 äh (.) I (.) I think you know äh (.) äh (.) a Government needs to have a strategy (---) how they want 321 to further develop their country, how the image can be improved and how much can be invested 322 (---) mega sporting events always affect costs and if this fact as well as all the positive affects 323 around such a sporting event are not taken into consideration from the beginning and you are not 324 ready to invest, the plan to bid should be stopped immediately. if the strategy is right and strong 325 enough and transparently put in place, the public automatically follows the idea behind and äh (.) 326 and äh (.) in Switzerland the scientific approach has proven that 75% of the population supported 327 positively the event. although during the preparation phase there were some issue covered by the 328 Media (.) because the Media tends to be negative as always. but the question is more if the 329 Government supports such an event, gives their guarantees and they have a strategy were they 330 underpin the importance as such an event is an engine (.) is a tool providing a lot of opportunities 331 for its country and the price for the product is correct (---) then they transfer automatically the right 332 (.) and äh (.) äh it was not always the case in Switzerland as too many discussion about cost were 333 on the agenda. 334 Y1: So the strategy by the Swiss Government was not followed entirely? 335 Am: Yes, it was not thought through (.) because they (.) they signed the staging agreement and never 336 believed to get the event (.) and in a sudden the event was there. 337 Y1: Interesting what you are saying. do you therefore agree that strategy should follow structure and

216 Appendices

338 goals to be followed by corporate governance? 339 Am: The main issue was that the Swiss Government, even the official papers were signed, was not 340 aware of the obligations behind such a project, they were not aware of the challenges and heavy 341 points, which may occur in a organization for such an event. so äh (.) from äh (.) this perspective 342 for me it was a surprise when Switzerland and Austria were awarded as the host countries for the 343 EURO 2008 (---) and the cost calculation at this stage was far too low (.) so they did a miss 344 calculation (.) they didn't do a proper analysis and suddenly they had much more cost they 345 thought (.) so therefore the politicians started to be more defensive fearing higher cost than 346 agreed and started to tell others it costs more. 347 Y1: The former Swiss Football Association president admitted in an Interview with NZZ on June 11, 348 2009, that the Swiss Football Association goes for the bid on its own risk without public funding 349 and this was a misconception. he then admitted that such a mega sporting event doesn't work 350 anymore without the support of public authorities. do you think, that if the security cost of 82.5 351 Million instead of 3.5 Million were communicated transparently from the beginning of the bidding 352 process the EURO 2008 would have been approved by the Swiss Politics/the Swiss Population? 353 Am: No 354 (.) No. 355 Y1: Ok. 356 Am. As a Swiss I would say no @(1s)@ (.) may be this no is a little bit harsh. but I would say (3s) 357 Y1: Benedikt Weibel stated that it could be doubted (Weibel, B, 2011, 78). 358 Am: Yes, most probably not (.) most probably not (.) because Switzerland is not well known for 359 investments. 360 Y1: As a scientific conclusion I am referring to Müller et al., 2010, 554-556, where it says that 361 altogether referring to possible long-term effects some success have been achieved, but we have 362 to leave ourselves to open the question, whether all opportunities given with such a mega 363 sporting event were exploited. 364 Am: In principle I agree with Professor Müller's statement. because it is an issue (.) you äh (.) get 365 never 100% because there are too many people with different interests and I (.) I think äh äh 366 Switzerland did ok (.) but if they took all the opportunities given the outcome could have been two 367 to three times more. 368 Y1: He further gave some examples for example placing particular emphasis, surprising effects for 369 example opening ceremony or further to develop the management tools. 370 Am: But you know äh (.) äh 371 the opening ceremony is UEFA's responsibility and cannot be influences by others. I mean, it 372 could be but then money talks. With this regards I partly agree. an opening ceremony on my point 373 of view is over estimated. it is a question about the targets to be achieved. I think for us the 374 UEFA European Football Championship, now speaking as Swiss (.) was more ok there were 31 375 football matches, 15 in Switzerland and 16 in Austria and it should not cost too much. the cost 376 factor has always been put in front. Considering additional benefits it is always important to also 377 respect the cost factor even the platform and opportunities were there. the willingness in 378 Switzerland to use each single corner as a success for this event was missing. I therefore agree 379 with him but not with the subject opening ceremony. 380 Y1: Ok. 381 Am: Let me add one remark regarding to the opening ceremony. 382 Y1: Ok. 383 Am: UEFA and I thought, that it could be indeed an additional platform to be used and show 384 patriotism. but there was no interest and strategy or concept at all by the Swiss Government to 385 include for example Gymnastic Federation and so forth I got the impression that the Government 386 didn’t care about the interest and the organization of the event as such and was too much 387 focused on the interest of Switzerland. the Swiss Government had only a small division to 388 organize this event. there was no unity between the Swiss Government and the host cities to use 389 all opportunities, as they were not able to work together. the problem was, that there was no 390 cohesion in Switzerland saying, let’s go together and let’s forget the self-interest. 391 Y1: Did UEFA ever consider itself to take position and to get everybody on the same boat? 392 Am: Impossible. We äh (.) consider ourselves as a guest (2s) we are a guest, we bring the show but 393 we are not ruling the country. our target is to make sure that football comes first. 394 Y1: Should UEFA change this policy? 395 Am: No. our target is to organize a nice UEFA European Football Championship. 396 Y1: Martin in Person is my next question where I would like to refer to your legacy for the UEFA 397 European Football Championship asking you in terms of knowledge transfer and your vision 398 about a brief explanation. 399 Am: stands up and takes out of his cupboard the Executive Report of the EURO 2008. 400 Am: Let me give you a book, it is a heavy thing. For me äh (.) with out me a UEFA European Football 401 Championship äh (.) yes this is a question I ask myself too. for me transferring knowledge is key. 402 we have gone much further in all areas. my vision is to organize a European Football 403 Championship in a most simplest and efficient way (.) to have some specialists who then transfer


404 their knowledge into the next host country (.) together with this small group a UEFA European 405 Football Championship can be organized. the advantage for UEFA is that they know what they 406 get (.) for lower costs. we are now in a stage where processes have been standardized, good 407 concepts, manuals and so forth are in place and the good people who are implementing the 408 event. We are taking the best out of it and do the benchmarking to see what we can do better. so 409 there is a small group of people I consider to follow me, a group I a have formed and transferred 410 my knowledge which I consider as my legacy. having formed this group and the knowledge 411 behind we are also documenting this know-how. for the EURO 2004 we started from zero, for the 412 EURO 2008 we had some more ideas and documents further developed and now for the EURO 413 2012 we have documented each process, which allows us to standardize the procedures the 414 future. 415 Y1: What is your personal interpretation of possible ways corporate governance; policies and CSR 416 helped creating a legacy for the EURO 2008? 417 Am: (---) Difficult question @(.)@ (---) I think äh (.) äh (.) nowadays a mega sporting events needs the 418 combination of CSR projects 419 somebody knocking at door 420 (10s) 421 Y1: You said that a mega sporting event needs social responsibility. 422 Am: Yes, it is a mega event (.) äh a mega event is a public event and for a public event you are 423 obliged to demonstrate responsibility. since this is your last question, corporate governance helps 424 in principle to put in place responsibility. 425 Y1: Thank you very much, Martin, for the interesting, constructive and transparent talk … 426 End

Interview Nr. 2 Interviewee: Patrick Gasser (Am) Date: June 29, 2011 File-Name: 110629_002_Gasser.mp3 Time: 1hour 38minutes 2seconds Transcription: Pierre Lienhard (Y1)

1 Y1: do you agree to conduct the interview in English? 2 Am: Do you have a preference? 3 Y1: Yes, I would prefer to do it in English. 4 Am: Ok, let's do it in English. 5 Y1: Ok, let's start with the first question. who instinctively brought up the need for sustainability? 6 who led the debates and what were the obstacles? 7 Am: (---) (.) äh (.) I think we need to clarify what we (2s) what we understand under sustainability. there 8 are two ways there is (---) CSR sustainability in the sense that the project leaves a legacy and (.) 9 and there is the sustainability aspect of a sustainable event organization (.) one aspect is to have 10 minimized footprint (.) in ecological terms (---) and (.) for the EURO 2008 (---) what (.) drove äh (---) 11 the ecological side and the sustainability side on that sense was driven by the Swiss Government 12 and the Austrian Government and there äh (.) äh (.) respective departments (.) and not by UEFA. 13 And (.) this is very well reflected in this report (.) that you have (.) 14 Y1: Yes, I do. 15 Am: Äh (.) UEFA contributed to this (.) but (---) äh (.) on the sustainable event side (.), which is now a 16 little bit reflected in the GRI process (.) äh (.) wasn't and isn't äh (.) much developed at UEFA. 17 there are a few challenges we have to face (.) and therefore we have to make a tremendous 18 process in the future (.) to have our events organized in a more sustainable way. we have from my 19 point of view some potential in this area. And, äh (.) we are certainly (3s) facing them with regard to 20 the EURO 2012 (.) because äh (.) that's not an issue because there is no time and whatever it 21 would take to organize the EURO 2012 in a sustainable way would slow down the process and we 22 are late anyway. so (---) however things look much better for the EURO 2016 because the social 23 responsibility aspect and the sustainability aspect of a sustainable event organization were part of 24 the bidding process. And in the bidding process bidders kiss your feet. So (.) as far as France is 25 concerned äh (.) I give you this (.) this is how we conducted äh the bidding process (.) it is just a 26 chapter of social responsibility and sustainability and a copy of the winning bid (.) France (.) but it 27 could have been Italy or Turkey they all three had äh (.) had a bid and in that sense we are (---) 28 already in a better position with the EURO 2016 than we are today with the EURO 2012. äh (.) we 29 started doing CSR for first time at the EURO 2004. 30 Y1: Ok. 31 Am: That's the first time we put our äh (.) tournament at this disposal and (.) yes when we äh (.) 32 launched the ‘protect children’ in war campaign and had the referees as ambassadors (.) and we 33 also had a bit of an anti racism campaign and a little bit of fan embassies. and what came across

218 Appendices

34 there was for the most prominent was the Red Cross campaign. as an awareness raising campaign 35 (.) in the sense that we said the red cross looks after the Geneva convention and the rules of war 36 and äh (.) the UEFA or the referees as ambassadors look after the rules of the game and we made 37 the academic sort of link to get that äh (---) that campaign across and what was innovative there 38 was the fact äh (.) that we used the referees for the first time as ambassadors and not players. and 39 the referees were wonderful and the portfolio we had was Colina, Frisk, Lubos and Merk. we also 40 tried to (.) to learn from the experience from the EURO 2004 and we had a more comprehensive 41 program me for 2008 (.) this is the evaluation report, which you already have. Äh (.) the problem 42 with this one was that äh (2s) Austria had a äh (.) competing project, which was called ‘Österreich 43 am Ball’ (Austria on the ball) (.) the Swiss had a competing project (---) and 44 Y1: Which one was it? 45 Am: Well they had different project like Play Football Switzerland on Tour with Credit Suisse and so on 46 (2s) and you know the market place is limited (.) we did not get a buy in from Austria (---) and of 47 Switzerland and (.) and 48 Y1: What do you mean with buy in? 49 Am: Well what we have now for the EURO 2012 we learned a lesson and we went to Ukraine we 50 invited all key stakeholders; the host cities, the Government, the association, the LOC's and us and 51 we said here is a blank sheet (.) we would like to have a limited number with CSR projects (.) make 52 them the official ones for the tournament overarching both countries (.) they don't need to look like 53 (.) one egg twins but they can look like two egg twins because circumstances are different (.) more 54 different they probably were for Austria and Switzerland. äh (.) so we asked the two host countries, 55 what would you like to do? talk to each other and make project proposals. but what we wanted to 56 avoid that the host countries were going to do their different projects and UEFA too and the 57 environment would not know what's going on (.) because there is too much. and nothing really 58 comes across. 59 Y1: Please allow me to refer to my discussion with Martin Kallen (cf. transcription Martin Kallen, line 60 266 et seqq.) where he referred to this new approach for the EURO 2012. this is however not part 61 of my first question however it will help me to answer my further questions. what is your personal 62 opinion about the different or let's say individual approach in Switzerland of the three entities 63 UEFA, Swiss Government and Swiss Football Association? 64 Am: It is a question of evolution because (3s) everybody did something in the own corner without 65 talking to each other and at the end of the day when parties approached each other they did not 66 show any interest. and so you had a lot going on (.) but you had not much of a focus (.) and already 67 with four projects what we have streamlined for the EURO 2012 communication tells us that even 68 four are too many. and I don't know äh (.) probably we had fifteen projects for the EURO 2008. so 69 there is a step forward and it has been a learning process. well the mistake was that (.) you know 70 (.) six years ago (.) we did not have äh (---) a meeting, did not sit together and said let's do 71 something together (.) what do you want to do (.) Austria and Switzerland will help you doing this 72 but you decide what fits (---) best your context (.) but you should find an agreement (.) and agree 73 on the same projects. now, this is easy said, even for the EURO 2012 the two countries did not talk 74 to each other. when we went to the coordination meeting to receive their projects we realized that 75 nothing had happened and needed to invest time of the coordination meeting to hash out the 76 projects (.) and that's how we conducted the process at the end it was not possible otherwise. so 77 those three months in between not much happened (.) so basically we conducted the process (.) 78 and now we have the buy in of everybody this and this (.), the government, host cities, the host 79 associations from both host countries Poland and Ukraine (.) and us UEFA and the EURO 2012 we 80 call them officially EURO-2012 social responsibility projects and protect them like we protect the 81 official sponsors and say no to anybody else who submits social projects for the tournament. So 82 that was (.) I mean this is a key learning from this EURO 2008 Football & Social Responsibility 83 Evaluation report. 84 Y1: Can you explain more about the conclusion of this report? What is your opinion? 85 Am: First of all the mandate for the report was 86 (5s) 87 Am: we want you to work out the critical points we want to learn as we move forward and we do not 88 want to be praised (.) and äh (.) so this report is very critical (.) but it needs to be read (2s) in 89 the light of the mandate, which was given. and the mandate was that we want you to identify the 90 problem areas so we do not make the same mistakes next time. 91 Y1: Did it help? 92 Am: Yes it helps a lot now. 93 Y1: What is the legacy of this report? 94 Am: Well the legacy, what now we have is that we have a coherent approach between UEFA and the 95 two host countries who stand behind the defined projects and have a buy in from all key 96 stakeholders as much as we can from the host cities, the LOC's, the Governments and UEFA. 97 These are the official social tournament projects. I mean yes (.) if we have an ambush situation 98 now we intervene …. So we are making progress. 99 Y1: Ok.


100 Am: And what stands even more for a legacy in this context here (.) I mean I had my points of 101 orientation in a Swiss Austria context this is home. But in Poland and Ukraine we are lost (.) we 102 don't speak the language (.) we don't know each others mentality (.) so it was even more important 103 to bilaterally talk to the key stakeholders in the host countries and asking what they wanted. I was 104 surprised how different they are in Poland and Ukraine from one another and that there is not 105 more in common between these two cultures. I think (3s) that's a huge legacy that we probably 106 get something which you know we will be able to get across better äh (.) meaning a joint 107 overarching project for Poland and Ukraine (2s) to the general public because we focus on äh (.) 108 handpicked selected number of issues and these issues are more or less the same as for the 109 EURO 2008 we face for the EURO 2012 but that has to do with the nature of the partners. 110 Y1: Ok. What is your opinion, do you think UEFA should set such policies to the Government and the 111 National Associations? 112 Am: That's easy. I think you get the most leverage when you make this part of the bidding 113 requirements (---) you set them out in the bidding process (.) I repeat myself (.) bidders kiss 114 your feet. I give you an example. in the bidding process (.) the Italian proposal promised in the 115 CSR bid carbon negative (2s) balance for the EURO 2016.. I regret that they will not have the 116 opportunity to proof it. I mean zero would already be wonderful but the Italian's come on (.) and 117 propose a carbon negative competition @(.)@. so this is a huge dynamic and you (.) you can see 118 it (.) you know Olympic Winter Games in Vancouver, the London Games they really have a 119 tremendous focus on the sustainable event organization in terms of äh (.) ecology and economy. 120 Y1: What about social and culture? 121 Am: Yes, too. at UEFA the sustainable event organization is the less developed the social is much 122 more developed and the economical is there in any case. But (.) but 123 (5s) 124 Am: you know it's (.) you know the social responsibility approach of UEFA as such is one thing and 125 there is another thing to use your flag ship tournaments to give it an additional value in terms 126 of CSR on the social side. so we are aware to include the disabled, give the kids äh a 127 possible integration in the tournament and (2s) that sort of aspect I mean there is the playing 128 opportunity for the disabled but there is access opportunities for disabled fans and there is the 129 question of discrimination you know all these issues we have made a tremendous amount of 130 progress but not on the ecological side. 131 Y1: Ok. To conclude the first question who led the debates about sustainability at UEFA and what 132 were the particular obstacles? 133 Am: There was no debate about sustainability (.) the Federal Council in charge and his department 134 imposed that debate on UEFA. and this sustainability report is thanks to Austria and Switzerland. 135 There wouldn't be one otherwise. 136 Y1: So UEFA learned from the Government. 137 Am: I prefer the saying of sharing expertise. UEFA has the advantage to learn from the past and has 138 also the power to judge on certain issues and therefore to also set new standards and the 139 necessary policies where applicable. 140 Y1: Why? 141 Am: Now what is even more äh complicated is that after the EURO 2008 this report was issued and 142 we were invited to contribute because some of our CSR projects are integrated in that report 143 Austria and Switzerland invited us to contribute which we happily did. …. I can give you a simple 144 example in terms of sustainable event organization was the kombi-ticket. the measure, which 145 made all the difference, is this kombi-ticket approach. 146 Y1: But where is legacy or sustainability with this regard? 147 (4s) 148 Am: The (.) the legacy is that (---) not only football but also other sporting events for example 149 ‘Eidgenössisches Schwing- und Älplerfest ‘ (Swiss Wrestling and Alpine Festival) are using it. 150 The legacy has perhaps not yet fully materialized but it is there and it may still take some time and 151 many are already inspired 152 cell phone is ringing 153 (5s) 154 Am: I would have preferred to take that principle to adapt for the EURO 2012 but there is no 155 adequate infrastructure (.) this is mission impossible. 156 Y1: Was the kombi-ticket the first time introduced at EURO 2008? 157 Am: What I can say is that it was the first time for UEFA. There are other legacies available for 158 example football for all abilities tournament, between the Swiss Football Association and the 159 Swiss League there is still corporation with PluSport in order to promote a playing opportunity for 160 disabled. There is even a talk of having a disability football league (.) so that is a legacy. a very 161 interesting one is the fan embassy project äh (.) fan work (.) has tremendously improved in 162 Switzerland (.) I am not saying the situation has improved but the fan work as such (---) for the 163 national team and also on club level based on (2s) the fan embassy project has made 164 tremendous progress it was basically not existent until EURO 2008. 165 Y1: Referring to a statement of Professor Müller it says that “Besucher und Fans: Das positive

220 Appendices

166 Erlebnis der UEFA Fussball Europameisterschaft im Zusammenhang der Fankultur muss auch 167 die Vision im Klubfussball sein” (visitors and fans: the positive experience regarding the culture of 168 the fans during the UEFA European Football Championship must be also a vision in club football) 169 (Müller et al., 2010, 509). 170 Y1: Do you see a potential having a positive impact and using a UEFA European Football 171 Championship tournament for club football fan culture? 172 Am: Yes, even the current situation is (.) not very good right know with the fans (---) club followers äh 173 (.) fan work has a development on Club level äh (---) but the problem is not solved yet. however 174 without the EURO 2008 we wouldn't even have that. 175 Y1: Can you explain more about these projects? 176 Am: Fan projects where they establish a contact with the club and try to prevent violence and anti- 177 racism and listen to the needs and discuss different match related issues. 178 Y1: What has it to do with the EURO 2008? 179 Am: The EURO 2008 (.) portrait through the fan embassy project äh (.) a showcase how (2s) one can 180 work with fans. now (3s) the quality of national team follower’s fans is a complete different quality 181 compared to club fans and you cannot compare, it is a different context and you do not have 182 these (---) old rivalries like in clubs (.) that (.) meet season after season. it is different (.) the 183 culture is different (.) and this (.) this hate cultures do not develop in such a sustainable way than 184 they do on club level. 185 Y1: If I understand you correctly the UEFA European Football Championship is not the right event 186 platform to help a host association improving certain issues, which are club level, related? 187 Am: No it did kick-off the process. the club fan work started developing (.) I mean the Government 188 for the first time appointed a fan delegate and so (---) this was a development while the club 189 started a dialogue with the fans also. UEFA and its President realized that fans had been 190 neglected in terms of key stakeholder and the stakeholder is a key principle of social 191 responsibility. UEFA's President said (.) you know (.) the coaches are changing, the player’s 192 change everything is changing in football but the fans remain the same. and we neglected the 193 fans too long. since we have helped creating a pan European Fan Association that is called 194 Football Supporters Europe (FSE), which has become our official interlocutor for fan issues in 195 UEFA competitions on a European level. and we have a yearly meeting where the President 196 meets the board of Football Supporters Europe. so there are these developments. 197 Y1: Would you consider the development of FSE as part of CSR? 198 Am: Well my definition of CSR is (---) äh (.) is the right (3s) it is a way of doing business and it is the 199 right way of doing business with your key stakeholders. And among the key stakeholders are the 200 fans so you need to deal directly with the fans and keep the dialogue and take their concerns into 201 consideration. In that sense it its very much CSR. I mean we have picked in our CSR policy a 202 couple of issues of a social concern on European level (.) on an level (.), which addresses 203 society. but we also have issues on an institutional level like financial fairplay, anti doping, anti 204 corruption and this is very much related to CSR. 205 Y1: This was basically the kick-off discussion of my first question, which also gave me a broader 206 perspective about CSR. 207 Am: I just made you a copy of the invitation we got from the Austrian Government related to the GRI 208 process. I am giving you our answer to it, which for me has to be considered as a key document 209 for the future of GRI and UEFA. 210 Y1: Thank you and I may take it as a reference for my thesis. However, let's move on to my next 211 question. a) Were the expected objectives of sustainability and true corporate governance met 212 and b) specifically, were these objectives met with regard to candidacy, bidding, organization, 213 and implementation at the EURO 2008 in Switzerland? 214 Am: CSR was not part of the bidding process. It was not part of the requirements. 215 Y1: ok. 216 Am: The only thing I can tell you during the preparation phase. There was one bidder approaching 217 UEFA in order to check out if CSR aspects could increase the chances (.) you know to get a 218 competitive advantage in the bidding process. the recommendation was to make CSR part of the 219 bid. to include environmental and social aspects and make them part of the bid. however, it was 220 not an obligation to respect sustainability in their bid. now, it changed in some ways due to certain 221 reasons dramatically @(.)@ äh (.) so you have to see this in the evolution of the consciousness of 222 society (.) regarding the sustainability aspects. 223 Y1: What do you mean with certain reasons? 224 Am:I thought about environmental issues like Tsunami and nuclear power and so forth. 225 Y1: Ok. was the written and unwritten policy strong enough to establish a concept of equal 226 opportunity in people's consciousness? 227 Am: No. the Swiss and the Swiss media from my perspective had a very negative attitude towards the 228 EURO 2008 until kick-off. and then it did not really catch fire because the Swiss team did not 229 perform and the weather did not help either. 230 ((phone is ringing and Am is speaking on the phone)) 231 (30s)


232 Am: Äh (2s) that was very negative. However the positive aspect was the multi-cultural aspects of 233 Switzerland having large immigrant population groups; Portuguese, Italians, Turks and their 234 teams performed well and so forth. you know, there (.) there was this perception at some point (.) 235 that this thing (EURO-2008) was imposed on the Swiss (---) and that was not the case at all. the 236 Swiss were in the bidding process to get a positive result and win this bid. 237 Y1: Was it an approach of self-interest? 238 Am:No the people were not aware and familiar with the conditions and requirements (.) neither they 239 were with the approval process on the budget side. I mean what the responsible Federal 240 Counselor at that time did was not transparent as for instance in terms of the security costs they 241 should already have known from the legacy of the EURO 2004 that the 3.5 Million were not 242 enough. The federal system of Switzerland does not help, as too many people were involved in 243 the decision making process. 244 Y1: Was the unwritten policy too strong? 245 Am: How I perceived it (.) what matters is that the Swiss Public Authority at the end of the day 246 reported to the Parliament that the Swiss performed better than the Austrians did (.) that was their 247 main political objective. It is however not about performing better than the other rather than taking 248 the event, which was an event, organized by two and make it a success. But this is politics. 249 Y1: And where was UEFA at this stage? should UEFA set more policies? 250 Am: Well we have solved the problem now with the EURO 2012 onwards. However UEFA has to 251 leave the creative freedom to a host country to come up and look at the different points, which fits 252 in their contexts and needs. it is not UEFA to rule each single detail. 253 Y1: Did the stakeholders, such as the Swiss Government and the SFA, respect the rules and policies 254 of sustainability and corporate governance? 255 Am: Well I think the (.) the Swiss Government and the Swiss Minister for environment had a 256 tremendous interest to bring these sustainability aspects into play and he did. and the proof of 257 this is this GRI report. 258 Y1: You mean they did more than asked by UEFA. 259 Am: Yes. 260 Y1: Ok. Were there any difficulties from your side? 261 Am: UEFA for the EURO 2008 had to put money aside for the kombi-ticket. and (.) that was not an 262 easy undertaking for Martin Kallen. but you know, I cannot remember having had confronted a 263 single traffic jam in Switzerland on a match day. I mean (.) it would have been (3s) not smart from 264 UEFA not to invest in this kombi-ticket project with the infrastructure given on public transport. 265 However, you cannot anticipate all the time as the political environment may not be ready to 266 accept ideas, which makes sense. You have to strike that balance. So (.) äh you know the 267 notion of CSR is a new one (.) and (.) if you overdo it (.) you kill it off and it throws you back and 268 the challenge in political terms is to make the necessary moves when the time is ready to have 269 the majority of votes. 270 Y1: Have the broader objectives in terms of CSR for the EURO 2008 been successfully achieved? 271 (5s) 272 Am: Yes äh (.) we (2s) we had a view incidents of racial abuse for example with the Croatian national 273 team and so on. We had a monitoring system in place they were reported and sanctioned. But 274 over all I would say that the fan embassy project and the Unite Against Racism project contributed 275 to the security and the positive atmosphere of the tournament. and that was the objective. 276 because these projects include with also an entertainment aspect, with the five aside football 277 have an element, which contributes to the fun and the atmosphere. 278 Y1: What are the CSR projects you bring in combination with the EURO 2008? 279 Am: The anti-racism project, the fan embassy project, the Euroschool 2008 project äh (.) the disability 280 show case games project at the quarterfinals given the playing opportunity and in the anti-racism 281 project the semi-final dedicated to it. then came the whole respect campaign 282 phone is ringing 283 Am: which was a äh 284 (5s) 285 Am: which was also difficult in the sense that the respect campaign was introduced in February 2008. 286 only then it was decided that we are going to replace whatever was dedicated to is fairplay with 287 the notion of respect. within the time of four weeks the communication was adapted which means 288 the respect brand and concept was developed by March 2008, which means 3 month before the 289 kick-off in June of the tournament. now the evaluation and monitoring report says you know the 290 social project should have been dealt with under the heading of respect. but we did not start 291 planning the respect campaign until February 2008 and before there was no respect. you know if 292 you don't know that then (.) you need to …. äh then it is the sustainable part, which was driven 293 by the Government. then there was the Euroschool project with the theme of intercultural 294 communication which was the European theme and the (.) Euroschool project allowed children 295 and schools to participate in the EURO 2008 and the school curriculum over a year. but then it 296 ended in a big final event in Liechtenstein where we brought in teams from across the 53 member 297 Associations.

222 Appendices

298 Y1: The Swiss Football Association in parallel did the project ‘Fussball macht Schule’ (football in 299 schools) which was competing the Euroschool project. Do you know why there was no solidarity 300 to organize an event for all? 301 Am: As we said (---) nobody had the sense to call for a meeting 3 years ahead and tried to plan and 302 to develop joint projects. 303 Y1: Who should have taken the lead for such meetings? 304 Am: Well probably we should have. But we (2s) we (.) should have (.) and we have taken into account 305 the necessary steps to recommend this aspect internally. 306 Y1: What is the learning process in this subject? 307 Am: Yes. today it is different. we set it out. but the first thing for the EURO 2012 was we had a 308 presentation and a bilateral coordination meeting with the responsible people from Poland and 309 Ukraine. the objective was to establish a working group, which we finally achieved although it 310 was not an easy undertaking …. 311 Y1: How are specific approaches regarding social corporate responsibility approved? 312 Am: You know all projects are sort of outsourced in the sense that we are working together with (---) 313 äh (.) an NGO with the network with FARE network and it is there expertise and core business. 314 our core business is to organize top notch football. and äh (2s) that helps in the context because it 315 is not football which is racist by definition it is a reflection of society and society is up to certain 316 degree and in some context more undeveloped as less racist and discriminatory. now the 317 objective is not to radiate racism out of the stadium that would probably be possible. the (.) 318 objective here is to use football to reduce the level of racism and discrimination in society as a 319 whole. and the biggest success in my eyes was the cooperation with Hublot. because Hublot 320 gave away his advertising space inside the stadium for the benefit of the UEFA unite against 321 racism campaign. and thanks to this move we got the visibility for the campaign not only to (.) the 322 ones in the stadia who saw the spot but also visibility on TV to the Million of spectators. 323 Y1: Do you consider this as a good example for a sponsor commitment? can you explain this? 324 Am: The Hublot CEO said: "look (2s) I have a luxury brand and I do not want to be squeezed in 325 between the other fast food and soft drink sponsors. don't you have a social project which we can 326 use?" so we presented what we had and he accepted. but he (.) if you look at the press articles 327 Hublot got so much credit and recognition and he did probably more to his brand value this way. 328 and (.) and for me personally this was like a dream came through because when I went to our 329 Marketing Director asking him that I need advertising board space for our campaigns and he 330 answered you know I am selling these boards @(.)@. this is for me a very good example of a 331 sponsorship program between the cooperation of UEFA and its Sponsor as it was a win-win 332 situation. 333 Y1: It is also a good example in terms of leadership of a well-known CEO in Switzerland. what do you 334 think? 335 Am: It needs a top down commitment. Let's take the respect campaign at the UEFA Champions 336 League. it is visible on TV. why it is visible? because the President brought in on, it is his 337 campaign, he wants to have it and that's why we get it. now if we from the social responsibility 338 unit had said at the time we want to get rid of fairplay and replace it by the respect campaign we 339 would have gotten nowhere with exactly the same arguments and reasoning behind. 340 Y1: Which means good corporate governance and the support of the top leaders is key? 341 Am: Yes. you need the (.) the (.) the top down support or else the commercial interests are overriding. 342 Y1: Referring to your statement in the opening of this discussion while referencing the potential of 343 support of the top management, do you think you will achieve your objectives within UEFA with 344 respect to the CSR projects? 345 (4s) 346 Am: Well it depends (---) it is a steady process and we are making constant progress. now I give you 347 the example of last year’s seminar on institutional discrimination in Amsterdam with a selected 348 group of National Associations äh (3s) and at the end of the process the President invited a 349 woman to the executive committee. so we have now Karen Espelund, former Secretary General 350 of the Norwegian FA, as an invitee at the UEFA EXCO in order bring in another perspective as a 351 woman on the table. however two women were proposed due to a result of a seminar study as 352 well as literature tells you to have to have two not only one woman. We managed one and this 353 was declared when the President was reelected in Paris at the Congress. so that is a concrete 354 result and a step in the right direction. all in all it is a positive development in the right direction (.) 355 from zero to one getting in the female element in the Executive Committee. 356 Y1: Has a female element more influence in CSR? 357 Am: (3s) Well from my perspective it is an institutional discrimination when women are 358 underrepresented in football. and we need to change that. now, if it doesn't happen through the 359 political processes then you have quotes or you invite (.) and you start (.) and I am sure this will 360 change the dynamics of these meetings and will bring in a different way of seeing things. that is 361 not the only example we had a circular letter out which asked Associations to propose female 362 candidates for the different UEFA committees. and we explicitly wrote that we encourage the 363 Associations to propose women and representatives of ethical minorities to these committees.


364 The figures improved as follows 2009-2011 equals 14 female committee members overall, 3 of 365 which were Vice-Chair positions (.) all 3 in Women’s Football Committees. 2011 -2013 equals 23 366 female committee members overall, 1 of which is an invited member to the EXCO and the 367 Chairwoman of the Women’s Football Committee, and 5 of which are Vice-Chair positions, 3 in 368 Women’s, 1 in Club Licensing and 1 in fairplay & social responsibility. 369 Y1: How many women did you have in different committees before 2009? 370 Am: Äh (.) before 2009 I do not know, probably less. or probably the same. but the increase is almost 371 a 100%. so that is the second element. now another element is how many women do we 372 have on administration management level: director’s level on Head of level and so forth? 373 Y1: Are the rules and policies considered to be an example of good governance? 374 (15s) 375 Am: I think so äh (.) you know there has been a tremendous amount of good initiative of financial 376 fairplay, in anti-doping, in anti-corruption, the licensing process. 377 Y1: And in terms of the EURO 2008? 378 (6s) 379 Am: Depending on EURO 2008 I (.) I think the (.) the problem was that (---) what was signed by the 380 host nation of Switzerland and what that would mean was not made clear to the public 381 at large and hashed out before the decision was taken to become a candidate. because there 382 were only a few people aware of what it meant and what they signed and when all this was 383 discovered what the conditions where (.) the (.) the media and population became very critical 384 …. 385 Y1: If I understand you correctly that you realized already during the preparation of the EURO 2008 386 that certain issues would have to be resolved for the future? Is it a result of evolution and 387 learning? 388 Am: Yes, evolution and a learning organization. 389 Y1: What is the reason that you in a sudden realized to evaluate the process? 390 Am: I spent 13 years as delegate of the international committee of the Red Cross. now (.) social 391 issues have driven (2s) my work (.) now (.) when I joined UEFA I came in order to develop the 392 Football Associations in Eastern Europe for example Bosnia and Herzegovina …. my position 393 developed from a 0% CSR to a 50% CSR then a 100% CSR and now we are two of us but it took 394 10 years. 395 Y1: What is your personal interpretation of possible ways corporate Governance, policies and CSR 396 helped creating a legacy for the EURO 2008? 397 Am: (3s) Well (.) CSR probably (.) probably did. I mean (.) if I think of all these kids who participated at 398 the Euroschools projects who learned to play football according to the different rules which 399 implied that you have to wait until a girl marks a goal before it counts that you have de-briefing 400 sessions and so forth äh (.) you know if they take that sort of attitude with them and it continuous 401 the impact of future life’s then I think there is a legacy, which is extremely difficult to measure. 402 Y1: Do you have further examples? 403 Am: I think (.) the fan embassies initiated the development of fan work in the Swiss football clubs and it 404 also brought on the table the needs (.) and brought in touch Plusport, which is the organization 405 for Swiss handicapped sports, with the Swiss Football League and the Swiss Football 406 Association. But you know another legacy is the stadiums we have which were extremely good 407 managed. 408 Y1: Do you think in terms of corporate governance that knowledge transfer has helped too? 409 Am: This is simple. if in a context like Austria and Switzerland you do not have a decent level of 410 corporate governance where else can you find it @(.)@. 411 Y1. What do you mean with decent level? 412 Am: Well, if in democratic stable context you are not managing a sophisticated level in corporate 413 governance in these two countries then you will not find it anywhere in the world. 414 Y1: Benedikt Weibel wrote in his book, “Wir haben in unserem Kommunikationskonzept für die Euro 415 2008 den Europäischen Fussballverband Uefa als Stolperstein bezeichnet, sehr zum Unwillen 416 dieser Organisation. Tatsächlich hat uns diese Problematik während der ganzen Vorbereitung 417 grosse Mühe bereitet" (We have described UEFA as an obstacle in our communication concept 418 for the UEFA European Football Championship 2008, very much to the irritation of this 419 organization. As a matter of fact this issue was causing great difficulties during the entire 420 preparation.) (Weibel, B, 2011, 184). 421 Am: Yes of course. But the main thing is that (.) that you know (2s) the conditions and what you 422 commit to when you go for the bid (---) they were very clear and known to people who were 423 engineering the bid. but that was made clear neither to the population nor to the politicians. ideally 424 you would have to hash out that aspect of what it means in a Swiss process (.) until they have a 425 final decision are we going for this or not and what does it means. this was not clear. they felt like 426 having bought the pig in a poke. 427 Y1: So referring to policies there was no strategy at all? 428 Am: There was no transparency of what the conditions and the cost are or rather minimize them and 429 let’s say we did pass the ramp and then came and said sorry it would cost three times more (.)

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430 rather than having gone for the bid and to told the people what it was all about. UEFA did not 431 invent new conditions. 432 Y1: Thank you very much, Patrick, for the interesting, constructive and transparent talk … 433 End Interview Nr. 3 Interviewee: Andreas Schär (Am) Date: July 2, 2011 File-Name: 110702_003_Schär.mp3 Time: 1hour 20minutes 48seconds Transcription: Pierre Lienhard (Y1)

1 Y1: As agreed we will conduct the Interview in Swiss German, however, the research questions will be 2 posed in English as outlined in the Questionnaire, which you have received two weeks ago. I will 3 then translate and transcribe your answers directly in English. 4 Am: Ok. 5 Y1: a) What were the most important reasons for Switzerland in choosing to bid for the EURO 2008 6 and b) was the possibility of a long-term legacy interesting? 7 Am: To choose and or support the bid is difficult to say because äh (.) the lead was with the Swiss 8 Football Association and the Austrian Football Association when the entire processes started. the 9 question was how all the guarantees were put in place and so forth and I think at this moment one 10 negative point which influenced this process was the loss of the Olympics 2000 in Sion. the 11 question was whether another mega event should be considered or supported and the way I 12 remember it there was little faith in the candidature for the EURO 2008 was supported I think the 13 faith and the chances were considered rather low. The Government somehow however supported 14 the candidature for the EURO 2008 as they did for Sion 2000 but the faith to win was rather low, 15 that's the first point. secondly, why had the Swiss Government chosen and supported this EURO 16 2008? it was a rather contradictory reason because the costs were underestimated and therefore 17 the involvement of the Government would have been low. And this was then proven with the 18 second legislative message of the federal council in 2005 that they were wrong. and the third 19 reasons was that the Swiss Government and the Federal Office of Sport (BASPO) did somehow 20 see and realize the potential of such a mega sporting event when combined with a major initiative 21 such as the national infrastructure program which was in fact introduced only later and therefore 22 not specifically developed because of the EURO 2008. however from a long-term perspective such 23 development programs are receiving more latent support if there is a mega-sporting event in the 24 offing. however, this certainly was no motivation for the Swiss Government and it was clear that no 25 infrastructure projects outside of sport were constructed for example construction of highways and 26 so forth Switzerland therefore can retrospectively be considered as acyclic (.) in this regard. the 27 sport infrastructure however was impeded with the NASAK strategy, which would have been 28 realized even without the EURO 2008. And then (.) as you may realize later in our discussion (.) the 29 acceptance of our second legislative message of the federal council (.) that the other sporting 30 communities accepted and supported the main focus on football as certain project had to be 31 prioritized. otherwise politically the EURO 2008 would have never had any chance. this by the 32 way is one of the challenges of a potential future Winter Olympic candidacy for Switzerland, which 33 is actually being discussed because the summer sport community doesn't have any supporting 34 financial interest. 35 Y1: So what you are saying is that due to a conflict of interest we can also say that for the EURO 2008 36 the winter sport community did not have any interest and therefore did not support this mega 37 sporting event. 38 Am: Yes, correct (---) however we always said and this is how we brought the winter sport community 39 on board, to fulfill the dream of having Winter Olympic Games the EURO 2008 could be considered 40 as a role model in testing whether our country would have the capacity and the ability to organize 41 nationwide such a mega sporting event. and especially when we speak about the Olympics it is 42 going to be even bigger. furthermore you have to know that extensive discussions occurred 43 internally when we won the bid for the EURO 2008. the whole legacy of the Expo 2001 came up 44 because of the Expo analysis where we were confronted with arguments in order not to run into the 45 same financial disaster. politicians were afraid that with a project like the EURO 2008 the costs 46 would get out of control again (---) but (.) the motivation (.) you know (.) äh there is äh (---) how 47 should I explain (.) the four host cities gave the Swiss Football Association the promises and 48 support to go and bid for the EURO 2008. however they were not aware of the consequences (.) 49 political agreements were made (.) äh and then when the outstanding invoices came in all the 50 facts were put on the table (.) they were äh (.) we had to internally vote again. 51 Y1: Can you explain the development of the sustainability strategy and concept as well as the Charter


52 for Sustainability for the EURO 2008? who was responsible or what was the motivation to establish 53 these papers even though there was no policy and obligation set by UEFA? 54 Am: Ok (.) äh (.) it is the right keyword if you mention UEFA äh (.) for the EURO 2004 it was not a 55 subject at all for UEFA (.) äh (.) we could say that Martin Kallen for a long time was skeptical 56 because UEFA didn't have any experience in this matter. the pressure äh (.) emerged for 57 different reasons. First (.) the FIFA World Cup 2006, was accomplished in an exemplary manner 58 and then the pressure on Switzerland was immense to achieve at least the same level of success. 59 secondly (.) Switzerland needed such a concept otherwise politically the left wing and the 60 ecologists would have never supported a EURO 2008 in Switzerland this means that in the 61 parliamentary pre-discussions this subject was an absolute condition. and now you have to know 62 that in the political process in which we were involved (.) it was like this äh (.) äh after we won 63 the bidding nothing happened in the Swiss Government neither under the lead of the former 64 director of the federal office of sport at that time nor from the Swiss Football Association. well the 65 reason why is clear because the focus was on the EURO 2004 and the motivation was high to 66 share experience there and focus on the knowledge transfer from Portugal even though I never 67 took part personally in these projects as I only started to work in my position in spring 2005. 68 however, we recognized rapidly that in order to persuade politicians in political debates we needed 69 a sustainable approach and concept. And then we faced the problem that on our staff nobody had 70 the experience with such mega sporting events or knew the meaning of such a sustainable 71 approach. In parallel we considered the experience of the World Cup 2006 in Germany 72 approaching the classical three pillars of economy, ecology and social. the challenge however was 73 to write the political message of the federal council in order to secure the required financing 74 because we quickly realized that the primary budgeted 1.5 Million from the Swiss Government was 75 grossly insufficient. you know (.) äh at the beginning we were at 200 Million and then it was 76 reduced to 80 Million and (.) in order to maintain any chance to get these 80 Million approved we 77 needed a sustainable section in this message (.) so we had formulated a sustainable part out of the 78 political argumentation. 79 Y1: This means during the entire process of the second legislative message of the federal council the 80 pressure came up from the left wing and the ecologist side? 81 Am: Yes. they said that they would never support such a mega event if part of the financing was not 82 sustainably guaranteed. 83 Y1: Which means that the 82.5 Million at the end were accepted while accepting the second legislative 84 message of the federal council. 85 Am: Yes. and the reason why the concept was put in place only in 2007 was because we wanted to 86 wait and to learn from the experience at the World Cup 2006 in Germany. our main problem 87 however was always that UEFA never showed any interest in getting involved in this sustainable 88 approach (.) you know the organizer never wanted to submit to such a project. 89 Y1: Martin Kallen explained to me that UEFA is not to be seen as the organizer, UEFA is always the 90 guest, as it cannot rule a country (cf. transcript Martin Kallen, line 393). 91 Am: Yes, there is another issue äh (.) äh in this context. you know the äh (.) motivation was a political 92 legitimacy. perhaps I have to explain the following. when we realized äh (.) in winter of the year 93 2004 / 2005 that there was a change from the former director at the Federal Office of Sport to the 94 current one. then together with the federal council they realized that without lobbying at the 95 Parliament we would have zero chance to organize this EURO 2008. therefore the sport 96 parliament as well as the parliamentary community of interest in sport, which is probably besides 97 the physicians lobby and the farmers lobby the third most powerful lobby at the Swiss Parliament 98 because they exist in all the different political parties …, had to be persuaded by us. only then 99 with this parliamentary community of interest in sport could we gain a broader acceptance within 100 the Parliament because powerful lobbyists within their political party strongly supported and 101 influenced the EURO 2008. the political deal if we want to call it that, was that credibility can only 102 be guaranteed through a sustainable concept and charter. there I must proudly say that the 103 commitment of the federal councilor as well as the new director of the federal office of sport helped 104 a lot in contributing to the success and did a very good job. we won this political motion with a 105 relative highly percentage of votes which nobody believed in at the beginning. the majority didn’t 106 have faith in us and thought that we were going to fail. at the end we almost failed due to the 107 canton of Berne, as they needed a cantonal vote to approve the budget. that's why the cantons, 108 the municipalities and communities only supported such voting because the Federation of 109 Switzerland has already approved the budget …. and this is clearly a fact for a legacy 110 of future mega sporting events for example Winter Olympic project 2022 in our country where the 111 political system has to be turned around. if the Federal State of Switzerland does not take the 112 lead such a project will fail. 113 Y1: Please allow me to make a quick reference to corporate governance based on two statements of 114 yours. how was this political community of interest in sport built or arranged? what was the 115 process and/or the need behind? 116 Am: The federal council Samuel Schmid was a strong lobbyist and he successfully motivated the key 117 players in the Parliament for a EURO 2008 in order to say: yes, we can do it. it is not rocket

226 Appendices

118 science and to organize such an event in co-cooperation with Austria we must be able to do it. 119 last but not least an important factor was that our partner was Austria which we could not have 120 let down at all. even though there was only an unwritten contract, there was not only our political 121 legitimacy but also the commitment of Austria. this was the cleverness of the construct of the 122 former President of the Swiss Football Association, who de facto did not allow Switzerland to step 123 out of the EURO 2008. if we had stepped out we would have disavowed Austria and vice versa. 124 Y1: Do you think there was a political calculus? 125 Am: Ask him (.) you know äh (.) this is a poker game but finally the construct you know äh (.) with 126 UEFA, the Football Associations and the two Governments nobody could let each other down in 127 order not to lose face. and in terms of corporate governance it was very important that the federal 128 council Samuel Schmid constantly brought up this issue and pushed the politicians positively and 129 convinced them for a EURO 2008 …. the different stakeholders, and the parliamentary 130 community of interest of sport is to be considered as such a stakeholder have to be built far 131 ahead as they are absolutely key and crucial. which is classical lobbing where you try to bring 132 opinion leaders on your side in order to let processes develop accordingly. and I believe that the 133 former President of the Swiss Football Association brought in a lot of experience and know-how 134 which helped him to persuade certain people …. 135 Y1: Do you think the Management tool implemented in Switzerland can be transferred? 136 Am: Yes. in a federalist organized state like Switzerland you know (.) it is a nationwide project (.) a 137 background lead of for example the federal council must be respected, because the individual 138 profiling is undertaken in our country by the representatives for example host cities that are in the 139 front …. Benedikt Weibel for us was key for the external communication and to bring in key 140 stakeholders. he was for me a neutral and unassailable (.) phenomenon and positively accepted 141 by the media. this was a decisive strategic step by Samuel Schmid and Ralf Zloczower. they 142 also met each other every second or third week, which proves that corporate governance, worked 143 out very well. however, this role model procedure, which was never made public, but must be 144 transferred for future events. 145 Y1: How are specific approaches regarding social corporate responsibility approved? 146 Am: (2s) This is a very difficult question. it is clear to me that more solidarity in the different projects by 147 the different entities would have been appropriate. In contrast however was the euphoria, which in 148 my view was overrated. the point is äh (.) the risk is that too much will be done (.) at the end 149 because of the overload of events you have to face the effect of stagnation and so forth (.) what 150 should be done is to develop a strategy where a solidarity of such projects can be agreed. 151 however at the end it is all about the commercial results and each one must follow its own 152 interest. also we from the public authority thought about it together with the federal department of 153 sport where the idea of a potential cooperation together with the public viewings was somehow a 154 necessary engagement. but as part of the public authority it does not make sense to financially 155 support sponsor activities. unless like we tried during the EURO 2008 with our motion projects (.) 156 but there it must have a sustainable character. the UEFA European Football Championship itself 157 however is a self-selling product (.), which putting it simply means that the UEFA European 158 Football Championship doesn't have to be promoted. referring to the crowding-out competition 159 the question should be raised whether there is a long-term sport promotion and event strategy for 160 example every 20 years a football event and so forth. 161 Y1: You spoke about strategy? Martin Kallen challenges you in saying that there was no strategy. 162 Can you explain? 163 Am: @(.)@ äh I take the challenge. of course we had a strategy. you know the problem was that 164 UEFA never wanted to integrate them into a strategy. 165 Y1: I am referring to the book of Benedikt Weibel where he wrote „Wir haben in unserem 166 Kommunikationskonzept für die Euro 2008 den Europäischen Fussballverband Uefa als 167 Stolperstein bezeichnet, sehr zum Unwillen dieser Organisation. Tatsächlich hat uns diese 168 Problematik während der ganzen Vorbereitung grosse Mühe bereitet" (We have described UEFA 169 as an obstacle in our communication concept for the UEFA European Football Championship 170 2008, very much to the irritation of this organization. as a matter of fact this issue was causing 171 great difficulties during the entire preparation.) (Weibel, 2011, 184). Do you agree? 172 Am: Yes. the difficulty for such a mega sporting event with a player like UEFA is the following: if 173 you take the UEFA European Football Championship into your country it can be compared to 174 inviting an Elephant into your porcelain shop. which means if you do not consider certain 175 dispositions inevitable damages will occur because the poor elephant is just too big. the footprint 176 of UEFA is just too big for a normal operating country. however, the necessary steps were from 177 our side not respected or understood also in the communication with UEFA. the same on the 178 other side if the elephant needs to consider his own thoughts how to be able to move within this 179 porcelain shop. therefore both sides have to respect their responsibilities when you enter such a 180 partnership. however, I notice now at UEFA that certain improvements in this regard have already 181 been undertaken …. another consideration with regards to the future of the UEFA European 182 Football Championship is that the tournament will be conducted in Europe, a process that proves 183 the legacy of social responsibility while using the big stadiums and therefore approaching


184 completely new dimensions …. a new model, which however would require some challenges in 185 smaller/poorer countries of Europe …. 186 Y1: Who instinctively brought up the need for sustainability, who led the debates and what were the 187 obstacles? 188 Am: As explained more extensively in the beginning I can shortly summarize that this came out of a 189 political process from the left wing and the ecologists that the sustainable approach had to be 190 guaranteed. 191 Y1: The obstacles therefore were the promises combined with the legislative message? 192 Am: Yes. the difficulty was in fact that UEFA should have taken on more responsibility themselves 193 rather than sustainably supporting the development of football stadiums …. the green goal 194 concept for instance in Germany 2006 was a more consequent approach. 195 Y1: Which means you were able to bring UEFA finally on board. 196 Am. Yes, indeed. this again shows and proves good leadership and good governance. 197 Y1: The Swiss Football Association was not involved at all? 198 Am: The Swiss Football Association took part with their projects under the Slogan ‘Play Football 199 Switzerland’ which is their legacy. 200 Y1: Do you think that the different side events undertaken by the three entities realized their full 201 potential? 202 Am: @(.)@ (2s) in Switzerland diversity is a must because it is a small country. I thought it was quite 203 well done (.) I mean the day that the UEFA European Football Championship was over (.) and the 204 question was where is the common denominator (.) and if it has to be sustainable …. the 205 projects on the Swiss Government side I think were correctly planned and implemented in order 206 to guarantee a sustainable development. the Swiss Football Association also approached their 207 projects correctly as their development undertakes a sustainable approach towards the clubs and 208 towards football in Switzerland. one thing that could have been done better for sure was the 209 entire communication. I was missing a joint communication strategy together with UEFA and the 210 Swiss Football Association. there however I have to admit that certain people did not play fairplay. 211 all in all in terms of legacy one area of commonality was the philosophy where sport and 212 movement, health of population which the Swiss Football Association together with its clubs was 213 responsible for and we as the public authority it was the youth and sport projects. what could 214 have been done from the beginning @(.)@ should be an improvement of corporate 215 communication. 216 Y1: Ok. In what way did the Swiss Government endeavor to support EURO 2008? I refer to Müller et 217 al., 2010, 508, can you explain? 218 Am: Our Federal Council took all the opportunities to push the EURO 2008 in order to ensure that this 219 event was going to happen. 220 Y1: Have the broader objectives of hosting the EURO 2008 been successfully achieved? referring to 221 Müller et al., 2010, 31, I briefly explain the objectives. do you agree? 222 Am: No, because we always wanted a well organized event and a positive image for Switzerland. I did 223 never 100% agree with Prof. Müller statements. because we started at 80% and always 224 discussed the remaining 20%. 225 Y1: But, are the objectives for Switzerland, which is known as a professional and modern country, 226 realistic? 227 Am: You know (.) our issue for the EURO 2008 was always the legacy of the lost bid for the Winter 228 Olympics in Sion. this was one of the reasons not to fail once again, first. then secondly we 229 had the legacy of the Expo 2001 in Switzerland, which was a financial disaster. with this let’s 230 call it negative backpack we started the political processes. the end result is that we can proudly 231 say that there was no budget deficit and we äh (.) did not have incidents of any kind and so forth 232 (.) it just smoothly went on. And now we can discuss the points of Professor Müller you know (.) to 233 measure a legacy can happen immediately after the event or 10 years later, you know. so let's 234 see what we have in 10 years (.) you know. and for instance the legacy @(.)@ this is all more or 235 less prospective if positive or negative (.) but we can say the objectives set for the project were 236 more or less achieved. of course certain elements could have been optimized. for instance in 237 transport (.) you know all of a sudden we had to deal with a rush of visitors for which our 238 infrastructure was not prepared for. the SBB however did a phenomenal job. the standard for the 239 kombi-ticket is set. and let me add also the following statement of UEFA for instance which they 240 stated that this was the best UEFA European Football Championship ever. they never made 241 such a profit before due to the high professionalism of Switzerland. the costs were incredibly low 242 as compared for instance with Poland and Ukraine for the EURO 2012. we already had a high 243 infrastructure basis which helped a lot in keeping the costs as low as possible (.) we just had 244 everything. 245 Y1: Are the UEFA rules and policies considered to be an example of good governance? 246 Am: I have again to bring my example of the elephant. you cannot bring in the third biggest sport 247 event in the world to a country with the intention of organizing it like a Gymnastic Event. and we 248 must not forget for Switzerland it was only half of a UEFA European Football Championship which 249 already challenged us tremendously you know (.) only half of a UEFA European Football

228 Appendices

250 Championship. 251 Y1: Do you think UEFA should set stronger rules and policies in this regard? do you agree that 252 UEFA considers itself as a guest (see transcript Martin Kallen, line 393)? 253 Am: Ok, now UEFA is very clear with their policies. I believe that the National Associations have 254 potential. this is why I brought in the idea before of having a EU-UEFA European Football 255 Championship after the EURO 2016. the issue for UEFA is the following (.) you know officially 256 the National Association is the official partner of UEFA and not the Government. the National 257 Association then has to deal with the Government. you know the small Associations are 258 completely overstretched to deal with their own country. 259 Y1: Even though for example the former President of the Swiss Football Association did a good job on 260 the political level and lobbying? 261 Am: Yes, I agree (.) but I am talking about the structure of an Association it should also ask itself if it 262 wants to take this responsibility. however the financial concerns of an Association are justified as 263 they are the smallest entity out of the three and the financial risk for such a mega sport event 264 can be very high. and this is the question what is the policy of UEFA towards the National 265 Associations and now the question for the future is if the construct having the staging 266 agreement and then with the guarantees to go ahead like it is now or should the entire event 267 Europe-wide be organized. 268 Y1: If I look back to the EURO 2008 do you mean the Swiss Football Association should have 269 cooperated more closely with UEFA in order to optimize certain mechanisms? 270 Am: No (.) you know (.) the question (.) you know (.) the difficulty (.) I give you this example of 271 Germany in 2006. I mean the DFB in 2006 got the World Cup and DFB then constructed an ad- 272 hoc organization the LOC World Cup 2006, a huge organization which was part of the 273 organization of the DFB and disappeared after the event. and this has to do with the financial 274 model to compare to the model the IOC usually set in place. the construct at UEFA is different. 275 you know (.) UEFA however told the NA's somehow that they are not able to organize such an 276 event and therefore put in place an LOC which was in Switzerland the Tournament office in Berne 277 and so forth which of course was under the lead of the Swiss Football Association but never had 278 the autonomy or competence as the influence from Nyon was stronger and so forth. therefore the 279 question for an National Football Association whether it is justified to hire additional people to get 280 managed intern conflicts? this is the reason why Benedikt Weibel came on board in order to 281 cover the political issues, as there was a vacuum. the organization of the public authority for the 282 EURO 2008 was not able to do this as they were in charge of all the technical and governmental 283 issues on an administration level. the question then was raised in order to fill this vacuum who 284 should take the lead. the deal between the Swiss Football Association and the Swiss 285 Government then was that the Swiss Football Association then decided to take over the lead in 286 football matters and the Swiss Government the political issues. 287 Y1: If I understand you correctly are you saying that the competences of the EURO 2008 tournament 288 office in Berne was not under the right leadership? 289 Am: Yes. the organization should have been under the leadership of for example somebody like 290 Benedikt Weibel. 291 Y1: Ok. Does UEFA's regulation affect the institutional and contractual obligations of the Swiss 292 Government? 293 Am: Yes, heavily. the entire tax äh (.) and rights protection programs were problematic (.) you know 294 and so forth this however is the entire problem (.) just briefly (.) there is the problem when we 295 accepted to bid for this tournament and signing all the guarantees by the government and the 296 federal council people in Switzerland were not aware of what they are drawn to. 297 Y1: Even though the bidding document was structured, focused and clear? 298 Am: Yes, but they were not aware of the consequences (.) UEFA however knew clearly what they 299 wanted. 300 Y1: But the tax issue was still there? 301 Am: Yes (.) but you know (.) at the end (.) this is the contradiction of the bidding process where on side 302 UEFA sets out clear regulations, which however on the other side are also extreme in terms of (.) 303 you know (.) äh (.) it is clear that UEFA in this regard acts like a 304 business company and not necessarily like an association. now there is the issue of the 305 candidacy and bidding process, which is controversial to the legislation (---) you know the existing 306 legislation. And then there is the only option if you want to win the bidding you have to 307 commit according to the existing legislation policies which is a mutual agreement between UEFA 308 and the bidders. a remaining grey zone leaves open the question of once entering the process 309 how far the state can effectively financially commit. there the National Association can't do 310 anything anymore, as the NA is only responsible as a facilitator to convey and to push somehow. 311 At the end you know we kept asking ourselves whether we wanted to bend towards UEFA (.) you 312 know from a legal point of view an Association. And the situation anyway was special due to fact 313 that UEFA's Headquarter are in Switzerland too. So how do we have to deal with this fact? I can't 314 tell you how many internal agreements were done with UEFA and then discussed with the 315 Federal Council in order to be able to hold out against the diverse political pressure (.) we have


316 for instance with regards to the players taxation you know (.) we said to the Management of UEFA 317 that they had to persuade their President in order to have these players taxation policies 318 approved (.) otherwise the EURO 2008 is dead. This issue was in Switzerland crucial and very 319 sensitive. thereafter the FIFA World Cup model was adopted and the UEFA President thereafter 320 during a Press Conference at the Von Wattenwyl house only mentioned it in passing without 321 being aware of the consequences within UEFA internally. therefore we got UEFA’s decision and 322 approval (.) but we never had an official meeting between UEFA’s President and the Swiss 323 Federal Council. ultimately we were able to solve this issue somehow in order to resist the 324 political pressure. UEFA however most of the time understood the issues and yielded, sometimes 325 without having conducted official meetings. the fact that also key opinion leaders at UEFA were 326 Swiss citizens they understood precisely the political power structure yielded in order not to affect 327 the organizational processes for the EURO 2008. 328 Y1: Anyway, the bidding document referring to the player tax issue was clear? 329 Am: Yes, I agree. but you know, there were 8 years in between the obligations of the bidding 330 document and the effective implementation of the tournament (---) and we have to be conscious 331 in the processes 332 Y1: Yes, but the bidding document was legally binding, no? 333 Am: Yes (.) this is correct (.) but you know (.) but the issue is (.) also for the future now (.) you know (.) 334 the question is how do you deal as a subject of international law with an Association? 335 Y1: Ok. 336 Am: How do you apply international law to an Association? who is overruling? what is the body 337 of appeal? at the end issues can only be resolved at a political level. and then speaking about the 338 guarantees that politically were signed without huge administrative apparel behind because in 339 most of the cases the person who signed these guarantees is not anymore in the lead 340 politically by the time they come into affect. And then in addition press releases and statements 341 made by the Federal Council were always communicated on behalf of Switzerland and not of the 342 particular Federal Council which particularly signed these guarantees …. at the end it 343 is all about give and take. and the question remains at the end whether such bidding 344 documents are legally binding or not. 345 Y1: Therefore what you are saying is that a bidding document is only binding in terms of which 346 country or countries in which the event is going to place but is of itself not necessarily a legal 347 binding document? 348 Am. Yes. absolutely. it is all about negotiations. 349 Y1: What is your personal interpretation of possible ways corporate governance; policies and CSR 350 helped in creating a legacy for the EURO 2008? 351 Am: For instance the new (.) I mean the way that we deal with mega events in Switzerland (.) there is 352 a legacy which might not be obvious but in many things how we now approach certain aspects 353 there are a difference and know-how improvement and so forth. furthermore there is for sure the 354 entire process about the sustainable development discussions for sporting events (.) these 355 standards will for sure be transferred (.) and also CSR-projects are compulsory as side-events for 356 public. 357 Y1: What specifically comes into your mind if you speak about such CSR-projects? 358 Am: For instance the combination with youth sport or disability accesses (.) these are rather small 359 things, which however improve certain standards. you know äh (.) you know we worked hard 360 within our team of the public authority to break down all the result. it is recognized that we need 361 as a country like Switzerland such mega events as it is a great fitness program for everyone. we 362 were forced to reconsider certain administrative matters and to adapt them you know (.) this is not 363 written in any documentation but the recognition is essential and sustainable. it was also a fitness 364 program with regards to self-esteem you know (.) as we had this record of losing candidatures. 365 for instance the upcoming Davis Cup event in Berne (.) you know I mean, in my view, this is a 366 100% legacy from the EURO 2008. and, therefore, it is very important to regularly have such 367 mega events in our country. such events are in any case a benefit. 368 Y1: Ok. last question. how do you personally see the future for such mega events in terms of 369 corporate governance, policies and CSR? 370 Am: To start with is that such mega events remain such an immense footprint, which is very 371 demanding to the society and the state. and therefore it is politically not anymore possible without 372 respecting CSR-projects. secondly such events are a chance for further development and 373 knowledge transfer. such an event has indeed a given position character which enforces a high 374 professionalism. that's why such mega events Nationwide have to be considered as a chance to 375 further develop all possible areas. at the end the sports element is only a small part of the overall 376 impact (.) such events help people to believe in further developing in many areas. we brought 377 ourselves with the EURO 2008 one step further. and look with regards to corporate governance 378 the core values have to be defined. and there is the question whether we speak about the 379 nouvelle cuisine or bratwurst and beer (SF Tagesschau, 20.11.2008. Bilanz zur Euro 2008). we 380 tried to define many times to figure out the substance of this EURO 2008. and therefore the 381 cooperation between UEFA and the Government is essential for both sides. and therefore UEFA

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382 has to reconsider the entire event because as of the EURO 2016 twenty-four teams are allowed 383 to compete at the UEFA European Football Championship, which means out of the 53 UEFA 384 Member Association probably 43 cannot compete anymore in the bidding process for a UEFA 385 European Football Championship. 386 Y1: Thank you very much, Andreas, for the interesting, constructive and transparent talk. 387 End Interview Nr. 4 Interviewee: Philippe Furrer (Am) Date: July 4, 2011 File-Name: 110704_004_Furrer.mp3 Time: 1hour 11minutes 55seconds Transcription: Pierre Lienhard (Y1) 1 Y1: Thank you for the interview. as explained, the aim of this talk is to share your 2 experience in terms of bidding procedures, legacy, sustainability, governance, 3 policies, CSR and knowledge transfer. 4 Am: Here, I have a presentation of the World Union Olympic Cities meeting in 5 Lausanne. (.) all cities that hosted the Games in the past came together to 6 share expertise [and] (.) the key focus was indeed legacy, (.) it was all about 7 legacy, the concept of legacy. (.) in fact we made up a fictitious host city for the 8 Games in 2032 (Sportopolis 2032) and we took everyone from now up to years 9 after the event, (.) like twenty years later, (.) and we looked at all stages, 10 everything that should be put in place: your vision and so forth, all about the 11 theme of legacy. first, we are organizing a conference in the beginning of 12 November for aspiring cities, (.) so cities thinking of hosting the games and 13 potentially bidding for the games (.) this is the first time we are inviting these 14 potential cities to share the best and most relevant information at an early 15 stage. (.) to us the key success factors for the Games is is to plant the right 16 seeds in people’s mind as early as possible when it comes to legacy. legacy is 17 not an after thought; (.) it is not something you start developing (.) just, you 18 know, months or a couple of years before the event. (.) it should be 19 embedded in the entire vision of the event and this is why we are trying to 20 address it at a very early stage with these cities. 21 Y1: At the MESGO presentation, I found it quite interesting how much time you plan 22 for the entire process from the candidacy through to the implementation. 23 Am: Yes. seven years of preparation, plus the bidding phase and solution, (.) at 24 least ten years. 25 Y1: To compare with the EURO 2008, which is about 3.5 years. what is your 26 opinion? 27 Am: The life cycle for us is that we think in decades and not years. (.) it definitely 28 needs to be planned well ahead of the bidding process, as it helps to be 29 planned with regard to the long term urban and development strategy. 30 remember, in everything we do from an assisting and evaluation point of view, 31 in terms of transfer knowledge, we have observer programs, debriefs, 32 workshops and so forth. (.) but one important subject of it is the Olympic Game 33 impact study (OGI). (.) so it is an obligation: we are asking the organizing 34 committee, usually in partnership with a local academic center of excellence, to 35 study and measure the impact of the event with a twelve year life span. (.) so it 36 is an obligation to actually measure indicators, and we have more than a 37 hundred indicators along the three pillars of sustainability development (.) äh (.) 38 and (.) we collect a huge amount of data in order to better understand the 39 phenomena of the games, you know, (.) and the potential impact, (.) positive 40 and negative. (.) and it covers from two years before they want the bid up to two 41 or three after the event,so that‘s twelve years, (.) it covers a twelve year time 42 span. there are several versions of reports from (.) games minus 66, and so 43 forth, and then three years after the last one. (.) and this is made available to 44 future organizing committee and to researchers and so forth, (.) just to better 45 understand how you can use the full catalytic power of the games äh (.) in a 46 host city and a host region. So this is just an example. we are currently 47 reviewing äh (.) the whole strategy and the whole method to make it lighter and 48 more digestible for the organizing committee and also to align it with (.) äh (.) 49 the requirements for sustainability and reporting. we have been involved for the 50 last two years with the Global Reporting Initiative (GRI), which is the world


51 reference for sustainability reporting. (.) and in the past, they have developed a 52 number of sector supplements in the sector industry such as chemistry, 53 pharmaceuticals, and so forth, and they have started to develop a sector 54 supplement in the major event industry (.) and we decided to support this 55 initiative (.) we are part of the advisory board and we helped develop the whole 56 sector supplement for the GRI. so later this year, in September, October, it will 57 be launched. therefore äh (.) only sporting organizations or world conferences 58 (.) can use that framework to report on their sustainability efforts and 59 performance. OGI is the impact measurement and GRI is the reporting 60 measurement (.) and the management tools. we are not looking for 61 management tools; that is then more related with ISO. in London, they have 62 already developed a new standard for this direction in order to set the tone. 63 now, as I mentioned to you, (.) we try to act as early as possible within the life 64 cycle (.) with education, with the transfer knowledge platform, extranet, and so 65 forth …. 66 Y1: If I understand the context correctly, that means you start an early relationship 67 also on political levels? Where is the link to the EURO 2008? 68 Am: The success is before you bid, (.) before you submit your bid (.) it is embedding 69 the value of sustainability and legacy throughout the project. it is making sure 70 you have a clear definition of roles and responsibilities between the different 71 parties, because in the event industry a lot of organizations are temporary, (.) 72 they disappear. (.) so you need to make sure that the responsibility is 73 embedded in proper organizations in advance, äh (.) you have to make sure 74 that there is a great and strong partnership between all players, that everybody 75 is drawn at the same level to push the projects. 76 Y1: Considering now the commitments from the political perspective such as 77 guarantees, how is this approach approved, even with the risk of failure from 78 the bidder‘s perspective? 79 Am: We are trying to promote the idea of a positive legacy of the bid even if it is 80 unsuccessful. and we are right now collecting case studies from unsuccessful 81 bids that produced some good legacies. Manchester, for example, bid for the 82 Games before they bid for the Commonwealth Games. So one of the legacies 83 of Manchester for the Commonwealth derived from the Olympic Games bid was 84 to build the cycling track …. we have other examples, such as Chicago, which 85 recently lost the bid against Rio. (.) they established a foundation to promote 86 sports in local communities for youth. (.) disadvantaged youth, and so forth. the 87 foundation continues funding the project. which is a legacy in itself. …. I am 88 trying to promote the idea through bids that, you know, do everything. it needs 89 to be done because even if you lose the race, you are going to benefit …. 90 another thing we want to promote as well is knowledge of the legacy of these 91 projects. (.) everything you learn from these projects in terms of sustainability 92 and in terms of hosting major events (.) is great for advancing äh (.) the 93 capabilities of host nations to later host major events, be they sport or other 94 types of events, and do it in a responsible way. so again, it is a great way of 95 using the power of the Games as a catalyst to promote new practices in the 96 industry. (.) typically in London, they have innovated in a number of ways in the 97 construction industry. for example, when contracting the companies to provide 98 the concrete for the venues, (.) they did not only look at the prices and 99 quality (.) they also looked at economical aspects of the material and its effects. 100 embedding some sustainability criteria in the sourcing and provision of services 101 of goods by companies …. is going very far within the entire processes. …. I 102 have to admit the public transport at the EURO 2008 was a good legacy …. 103 Y1: I agree, many reports were done on the economic and ecologic impacts. 104 however, scholarly papers are saying that Switzerland missed a chance while 105 coming up with something unexpected for Switzerland. how would you consider 106 the potential to emphasize such ambiance for a mega-sporting event such as 107 the EURO 2008? 108 Am: Well you know the values, the cultures behind, as well as the history behind the 109 Olympic games, (.) and we have also ways to build up the Olympic Games, 110 such as, for example, the torch relay (.) the torch relay is a fantastic way of 111 raising the enthusiasm, you know, in a country (.) in Vancouver, it was amazing, 112 they brought it to every community in the month leading up to the game and that 113 contributes a lot to the ambiance and the moment (.) and everything, such as 114 the launch of the emblem, the mascots could be used this way. so I think it is a 115 bit of magic, missing probably for the product. (.) it is very attractive from the

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116 sports and performance point of view, but the environment is different. I also had 117 the impression from my own experience at the EURO 2008 (.) I was surprised 118 around the stadium, for instance, nothing really was happening around the 119 venue, yes of course food stands and some commercial stands, but there was 120 no city atmosphere. this is, by the way, something we at the IOC try to promote 121 is what is happening around the venues, (.) the success of the event of the 122 game (.) this is a mix of sport, culture, torch relay, city atmosphere and so forth 123 (.) I think FIFA is doing it well (.) UEFA too, but there is still potential for the 124 society. 125 Y1: What is your understanding for CSR in relation to a mega-sporting event? 126 Am. To me, CSR would be more äh (.) making sure what you deliver, the product 127 and experience you deliver, (.) needs to be delivered in more a responsible way 128 with little negative impact but good legacy. but getting people involved in side 129 activities is part of the event, is part of the product and experience. the question 130 of CSR is how you apply these principles to every activity across the board, I 131 think. 132 Y1: What is the CSR approach from the IOC perspective? 133 Am: Well, typically one of the core values we try to promote is inclusion. (.) making 134 sure that the organizing committee includes minority representatives, that there 135 is a good balance between gender, inclusion of ethnic groups, äh (.) inclusion of 136 aboriginal people in the project, like it was in Vancouver with the Native Indian 137 communities, (.) using the power of the event to push the inclusion of 138 disadvantaged groups of people äh you know. (.) also youth at risk, which 139 means allowing young people in a disadvantaged life cycle to be able to learn 140 something new and so forth …. then, it is everything you can do with a higher 141 impact in terms of the venues, the energy and sourcing you are using to run 142 the venues. (.) this is an area that some of the commercial partners can bring 143 solutions to as they have built up CSR in their businesses as a core asset and 144 can bring in very valuable experiences. 145 Y1: Do you think CSR and a certain sustainable approach should be included in 146 sponsorship contracts? UEFA had a good example with Hublot at the EURO 147 2008. is there more potential for such approaches in mega-sporting events? 148 Am: I personally think yes. Especially with the Olympic Games. (.) I remind you of 149 what we call the clean venue policy at the Games. this is the big difference 150 between a EURO or a FIFA World Cup as we do not have any advertising. we 151 have, of course, sponsors who contribute a valuable amount of sponsorship to 152 the Games associated with visibility at the venues. now they have obviously 153 other advantages like associating their brands with the Olympic rings and so 154 forth …. I think it is built in their mentality (.) they have now some objectives 155 to leave a legacy while promoting some good activities such as äh (.) Coke, for 156 instance, does contribute to educating athletes in the village on sustainability 157 questions. (.) they have stands, they explain things and so forth. (.) It can be 158 seen as symbolic but they are contributing in some way …. 159 Y1: What do you think were the most important reasons for choosing a EURO 2008 160 in Switzerland? can you explain based on your experience at the IOC? 161 Am: I think there is a major difference between the Games and a EURO. in football 162 we are talking about one sport, so the investment goes mostly to new venues 163 with a proper capacity to host the games. (.) you do not necessarily invest a lot 164 of money in upgrading the local facilities such as transportation, energy, waste 165 management, water recycling and so forth, (.) because you do not really benefit 166 from the events renewing the infrastructure. the Olympic Games, on the 167 contrary, are an incredible catalyst for change because for the host it is more 168 like 40 Championships happening within two weeks. (.) this is a huge 169 concentration of people, investment (.) and the cities have truly understood the 170 potential of the games to actually upgrade and accelerate the development of 171 the whole city (.) Barcelona is a good case study on this behalf …. there is 172 also the key difference between the operational and investment budget. the 173 operating budget is pretty stable over the years (.) but the investment budget 174 can differ a lot between a city which is already well equipped and another that 175 uses the Games as a platform for change (.) as a catalyst …. the problem we 176 have sometimes is that people always take the Games as an excuse for 177 overspending and so forth, (.) but the Games, you know, in itself are just the 178 tool in fact for open developments and strategies (.) it just accelerates things 179 …. 180 Y1: What are substantial obstacles in terms of corporate governance?


181 Am: Well, politics and self-interest can always be a challenge in terms of 182 disconnection in sort of an urban elite deciding the future of a city and the local 183 communities. everything should be done, invested and planned with proper 184 consultation with the people concerned, that is the inhabitants, (.) the local 185 communities, as they are the ones benefiting from the new venues and facilities 186 and they are the ones footing the bill as tax payers. in terms of key barriers, you 187 have to keep in mind, because the life span is so long, (.) it also depends on the 188 world situation, such as the financial crisis we were facing since 2008 up until 189 recently (.) that has a serious impact on the organizing committee in terms of 190 fundraising from partners because everyone stops investing and sponsoring (.) 191 So it was not easy for Vancouver and London to confirm the guarantees they 192 were planning to sign. (.) so obviously, it depends on the economical and 193 geopolitical aspect …. In terms of barriers if you are talking about more 194 specifically establishing sustainability and legacy in the organizing committee, 195 (.) one of the obstacles is again cross-cultural, it is the way that sustainability is 196 perceived and built into the local community and the national government, (.) 197 depending as I said before on the geopolitical aspects. …. 198 The project of such an event has a public interest. (.) it is using a lot of public 199 money for investments, so you have to be accountable to stakeholders such as 200 the organizing committee, the local government, the mayor of the host city, and 201 ultimately the sports organization such as the IOC or UEFA too. this is the 202 reason we are pushing for legacy planning …. 203 Y1: Do you think the UEFA rules and policies should be considered as good 204 examples of good governance? What is your experience at the IOC? 205 Am: I think we have made a lot of progress over the last twelve years. (.) when you 206 talk about governance, we had a big shock around the Games in Salt Lake City 207 (.) and that forced us to review rules, to establish ethics commissions and so 208 forth, (.) currently on the anti-doping fight as well as the illegal betting issue. (.) 209 So we have been very active on that front. In terms of event management, we 210 have been very active as well with developing management tools for all seven 211 years of preparation. … the transfer of knowledge we have built up in the last 212 ten years, (.) this is bringing results. (.) Of course, you can always do things 213 better. something we are looking into now is being more pro-active in terms of 214 identifying the risks and opportunities that are specific to each Games and 215 context. already in the bidding phase, when we have an evaluation 216 commission visit each city, we have to be really careful about what the risks of 217 that specific candidate are. And as soon as we start the collaboration once the 218 city is elected, we really go straight to this key point …. 219 Y1: Can this approach be adopted for the organization of a EURO? 220 Am: I think UEFA has a different challenge in that it is European. (.) this means that 221 the cross-cultural variety is bigger for us than it is for UEFA which acts on the 222 European territory (.) so I think you have to be aware in the bidding phase 223 you have leverage. (.) this is where you can actually get commitments from 224 people and you should use that phase as much as you can, to get people's 225 commitments, to have the right governments in place, the right definitions of 226 rules and responsibilities at different levels of government. (.) if you don't follow 227 this approach, (.) then the consequences are going to be delays, lack of 228 investments, unclarity, poor governance and so forth. (.) and again, being 229 proactive in terms of guiding and setting examples, sharing best practices are 230 all important aspects …. 231 Y1: You mentioned the Salt Lake case and that the government has to back it up? 232 What if leaders change, leaders who even signed guarantees? 233 Am: That happens a lot. interestingly enough, it has not proven a challenge to the 234 IOC because you have this whole team spirit behind the Games. (.) it is in the 235 national interest for all people to work towards that goal because it has got to 236 do with their image worldwide. however, we prepared the foundation (.) with 237 the coordination commission, where we meet on a regular basis. (.) this 238 commission meets regularly with the city or the government, (.) and whenever 239 they change or even before the change of government during the election 240 period, we try to meet with the key candidates before they even get elected in 241 order to build up good relations, (.) which is already good governance. (.)for 242 instance, the president in Brazil was met with before she was elected to make 243 sure that there will be an ongoing commitment. It is a bit of lobbying, and it is 244 insisting on good will and the national interest of the host country …. so it 245 never happened to the IOC and this is probably the magic of the Games, the

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246 team spirit and the will to work together, as well as the embedding of long-term 247 planning. 248 Y1: How do you consider issues such as the ‘Spuckaffäre’ (spit affair) in 2004? I 249 think it is an interesting comparison with the case you had to face in Salt Lake 250 city. 251 Am: Can I give you my personal opinion? 252 Y1: Sure, and if possible, some additional remarks about good governance. 253 Am: Well, two different types of experience. the Salt Lake case was about the 254 management of major sports organizations and alleged corruption of IOC 255 members and so forth, (.) so it is high level and about money. (.) you have to 256 take it seriously, (.) which we did for the good of our organization. because 257 recently, when FIFA was and still is under the spotlight, (.) the IOC was very 258 often mentioned by FIFA as the example to follow. such as establishing an 259 independent ethics commission, looking again at its rules, enlarging the voting 260 bodies, (.) so a lot of comparisons were made with the IOC, which was positive 261 for us. now the spit affairs. (.) Well this is a different level, that's the athlete, (.) 262 although it is the same type of organization. (.) I think this was not handled very 263 well. (.) but first of all, it is the image of something that I don't like, of that 264 particular sport. (.)I do not like professional football because so many 265 occurrences happen without sanctioning the athletes and so forth. (.) this is a 266 very personal comment and does not have to do anything with my work. (.) Now 267 to me, the way that should have been handled: (.) as soon as it came out to the 268 public, the athlete should have taken responsibility and also the management 269 should have been more transparent and so forth. …. it is important, not least 270 in terms of the legacy for our next generations …. 271 Y1: In terms of the knowledge subject, can you explain the link to sustainability? 272 Am: It is a responsibility of the government body. (.) it is the responsibility of the 273 event and sustainability in itself, not just from a environmental-social point of 274 view, (.) but sustaining an event into the future, and continuing to have 275 candidates and facilitating their work and optimizing their results. 276 Y1: Do you think the way you regulate and govern the Olympic Games is the future 277 model for mega sporting events? 278 Am: I think we are on the right track in terms of having developed professional tools, 279 to manage the organization of the event, to phase the complexity of the event, 280 and the transfer of knowledge platform is a great and responsible tool to ensure 281 that continuity of success. (.) äh (.) but I think it would be a loss if we got too 282 involved in terms of imposing one solution to every Games (.) I like the idea of 283 being challenged by the organizing committee, who can tell us look, we would 284 suggest doing this or that differently. (.) we need to be open for culture, 285 differences in business, in the context of different industries. (.) so what we are 286 telling them, which is the spirit we are trying to promote, is not to look at every 287 line in our guiding documents as being the gospel. (.) do not take everything for 288 what it is worth; also be critical. (.) If things should be done differently, we share 289 expertise, (.) as there are people doing the job for the first time, and then you 290 have experienced ones. (.) we learn from both sides, (.) if we think something 291 could be done better, we do it. … I think there should be a knowledge legacy 292 left behind for the cities or the regions, …. and whatever leader you have from 293 the government, you need a proper backing from politicians …. 294 Y1: Thank you for this interesting talk. 295 Am: Your are very welcome. Interview Nr. 5 Interviewee: Peter Gilliéron (Am) Date: July 5, 2011 File-Name: 110705_005_Gilliéron.mp3 Time: 1hour 21minutes 54seconds Transcription: Pierre Lienhard (Y1) 1 Y1: As agreed we will conduct the interview in Swiss German. however, the research questions during 2 the interview will be posed in English as outlined in the Questionnaire sent to you some weeks ago. 3 I will then translate and transcribe your answers directly into English. 4 Am: Okay. for my comprehension I just have one question before we start: what exactly is the 5 definition of Corporate Social Responsibility? I believe it is important that we have the same

Appendix 7: Transcripts of expert interviews – Nr. 1-7 235

6 understanding. 7 Y1: Of course, I can give you one explanation of CSR: “CSR ist ein 8 freiwilliges Konzept, das die Corporate Citizens zum Stakeholder-Dialog anleitet um Vertrauen in 9 das Unternehmen aufzubauen und durch nachhaltige soziale und ökologische Aktivitäten soziale 10 und wirtschaftliche Wertschöpfung zu generieren, mit dem Ziel, eine Daseinsberechtigung von der 11 Gesellschaft zu erhalten” (CSR is a voluntary concept which encourages the Corporate Citizens to 12 a stakeholder dialogue in order to build up confidence and further to generate social and 13 economical added value through sustainable, social and ecological activities, with the aim having a 14 justified existence) (Wieser, C, 2005, 77). in other words, CSR is integrated into a business 15 model and the objective is to embrace responsibility for the company’s social actions and, 16 therefore, encourage a positive impact through these activities. these activities can be related to 17 the environment, consumers, employees, communities, stakeholders and all other members of the 18 public sphere. to give you an example of the CSR project at UEFA, for instance, is the FARE- 19 activities or football against racism activities and for the EURO 2008, the Euroschool project. From 20 the Swiss Football Association perspective during the EURO 2008, I consider such activities as the 21 Play Football Switzerland on Tour or the ‘Fussball macht Schule’ (football in schools) activities and 22 so forth. I will then also try to make a link to certain statistics related to the club football in 23 Switzerland, such as the subject of migration, and so forth. 24 Am: Okay fine, (.) I understand. 25 Y1: Good. then before we start with the first subsidiary research question, can you explain how the 26 idea of having a European Football Championship in Switzerland was created? 27 Am: (---) This was part of the business guidelines even though they were not written down at that time 28 äh (.) by the Swiss Football Association äh (.) who continually tried to win a mega event äh (.) we 29 failed with the 1998 candidature (.) for the World Cup and then we became aware that we were 30 most probably only going to be able to organize an event on the level of a UEFA European Football 31 Championship, due to the size of such an event, (.) and then we realized that due to the stadiums, 32 that such a project cannot be organized only by us, rather than having a cooperating party, (.) we 33 met then with the Austrian Football Association. therefore it was an idea, which (.) probably was an 34 objective of a business model by the Swiss Football Association, and then there were of course 35 natural boarders, (.) the size of the event, the size of the country, (.) and it was probably one of the 36 last opportunities to organize such an event at all because, as of the EURO 2016, there will be 37 more teams, which means the provision of more stadium and therefore it would be more and more 38 difficult. 39 Y1: Okay. A) what objectives and guaranties did the host association of Switzerland make in their bid, 40 and B) did they touch upon any aspects of sustainability? I was able to read the entire bid dos-. 41 Am: Yes 42 and as you have seen (.) äh and perhaps interestingly to mention is that the guarantees and 43 objectives were relatively formal. I mean we have respected aspects like security, visa, tourism and 44 infrastructure, as well as given the guarantee that everything will run professionally and smoothly 45 and so forth äh (.) these were all the guarantees äh (.) in fact objectives were in a way less 46 requested (.) UEFA basically asked what we were going to guarantee and the main objectives were 47 to provide a secure and well-organized UEFA European Football Championship. and the subject 48 sustainability (.) if I remember correctly it was not often mentioned in the bidding document. and 49 this was not an aspect in which UEFA was interested, (.) which was my impression at that time. 50 Y1: I agree with you (.) sustainability was only mentioned like 2-3 times and it was not an obligation in 51 the bidding requirement. 52 Am: Yes, sustainability was not a subject at all. It came up and this is 53 then the next question @(.)@, I am referring äh (.) from my point of view the sustainable aspect 54 came up in the discussion with the Public Authorities where the issue was raised how the Swiss 55 Government and the cantons are going to participate, and there the aspect of sustainability was 56 interesting in political discussions and debates. by the way the notion about sustainability is being 57 interpreted and understood from many people in different ways you know and, äh (.) like I said, 58 sustainability was an aspect in political debates. Whereas, (.) if we then interpret this aspect 59 more deeply for us an important part in terms of sustainability, (.) tell me if I am going to fast and 60 please stop me if appropriate. 61 Y1: No please keep going, it is interesting what you are saying. for me it is fine if we go to the next 62 question. who instinctively brought up the need for sustainability? who led the debates and what 63 were the obstacles? 64 Am: Yes, I wanted to say that for us at the Swiss Football Association the aspects for sustainability were 65 mostly interesting with regards to the infrastructure. we wanted to have stadiums, which could be 66 sustainably used again. and this was an objective we knew we could achieve because these 67 stadiums more or less, independently of the EURO 2008, already existed. 68 Y1: Please allow me to remain in the third subsidiary research question. what was the position of the 69 Swiss Football Association with regard to sustainability? were your purposes with regard to 70 sustainability more in economics or ecology instead of the society? was the main objective really to 71 only improve the stadiums according to the UEFA guidelines or was there an interest by the Swiss

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72 Football Association as the biggest sport institution in Switzerland to focus on a sustainable 73 development in other areas? 74 Am: For us was sustainability (.) for us sustainability was the focus (.) this is now my personal point 75 of view that (.) äh (.) that we further develop football in Switzerland qualitatively and quantitatively 76 with regard to image and with regard to infrastructure (.) this was the objective of the Swiss Football 77 Association. However we called (.) to attention those certain advantages and that goes without 78 saying in terms of societal, of economical and ecological aspect certain advantages could have 79 been taken but for us the focus was football. the aspects mentioned before are of course priorities, 80 which have to be taken into account by the Government and by the society in general if they 81 wanted support (.) you know. we then made the link to the Public Authority where we (.) we all have 82 to be aware of the importance of sustainability for us however football was first priority we 83 nevertheless wanted to show to all parties that whoever gave its commitment also could benefit 84 from the EURO 2008. 85 Y1: In Müller et al., 2010, 511 it says that "Den Aspekten der Nachhaltigkeit ist bei 86 künftigen Sport-Grossveranstaltungen bereits in der Kandidaturphase eine wichtige Bedeutung 87 zuzumessen. Dabei müssen auch die vergebenden Verbände in die Pflicht genommen werden" 88 (For future mega sporting events it has to be considered that a greater focus in terms of the 89 sustainable aspects will already be taken into account during the candidacy phase. Thus the 90 assigning Associations must also be held accountable for it). what is your personal opinion about 91 this statement? 92 Am: A National Football Association of course has its responsibilities äh (.) but I believe (.) the National 93 Football Association (---) is referring to its objectives and its mission statement that its obligated to 94 show interest in conducting such mega events if it does not (.) if it does not get the opportunity to 95 hold a A-Team World Cup or a A-Team European Football Championship it should at least show 96 an interest for a youth football tournament for example Under-21-Team or Under-19-Team (.) it is in 97 general its obligation for the development of football. then (.) it is a matter of the Public Authority 98 from the society in general if they want to be part or not and there are from my perspective many 99 opportunities for them. if the Government however is not convinced about such an event then so 100 what (.) but it is wrong (.) from my perspective it is wrong to say that a National Football Association 101 has to pay in order to organize something. the question (.) the remark from Professor Müller was 102 rather a component of the fact that UEFA is making a certain economical profit out of such an event 103 whereas this is legitimate because UEFA will always find a partner (.) either @(.)@ all states show 104 solidarity (.) UEFA will never have a problem finding a state having an interest for such an event on 105 their conditions. it is therefore a little bit misleading because you know (.) then I would rather 106 renounce to it (.) you know. 107 Y1: Referring to the book of Benedikt Weibel ‘Von der Schublade ins Hirn’ where he wrote „Wir haben 108 in unserem Kommunikationskonzept für die Euro 2008 den Europäischen Fussballverband Uefa als 109 Stolperstein bezeichnet, sehr zum Unwillen dieser Organisation. Tatsächlich hat uns diese 110 Problematik während der ganzen Vorbereitung grosse Mühe bereitet" (We have described UEFA 111 as an obstacle in our communication concept for the UEFA European Football Championship 2008, 112 very much to the irritation of this organization. as a matter of fact this issue was causing great 113 difficulties during the entire preparation) (Weibel, 2011, 184). And furthermore in Müller et al., 114 2010, 19-20 and 553 it is stated under inferences that "Unbehagen wurde bezüglich der 115 Fremdbestimmung durch die starken Player im Netzwerk des sportlichen Mega events 116 offensichtlich: Trotz detailliertem Organisationshandbuch und klaren Vereinbarungen hatte die 117 UEFA respektive die Euro 2008 SA mit ihren Anliegen in der öffentlichen Meinung einen schweren 118 Stand." (Uneasiness in terms of the heteronomy throught the strong players within the network of 119 mega sporting events became apparent. Despite the detailed organization handbooks and clear 120 agreements the requirements of UEFA respectively UEFA Euro 2008 SA created difficulties in the 121 public opinion). 122 Am: To provocatively respond I must say that in the beginning everybody was hooked (.) which is good. 123 If from the beginning this was examined scientifically I believe we would never have 124 successfully achieved our candidature. äh (.) such approaches are important (.) yes of course, 125 certain scientific approaches are important during the bidding process …. I am surprised that 126 the problem of security cost has not been more scientifically examined, which was key in our 127 processes for the success. 128 Y1: Interesting. 129 Am: Yes it is @(.)@ (.) and I was going to say äh (.) I can imagine that if everything was 130 planned from the beginning, Switzerland may never have won the bid. there the 131 Austrians to me were sometimes a good example as their approach was a little bit looser. these 132 are the advantages and disadvantages of our federal system of government äh (.) we won the bid 133 and then some people were a bit skeptic about what the ultimate implications would be. but I 134 thought, in for a penny, in for a pound. and there is a fact, which is for our FA a bit different 135 compares to the other Associations in Europe as the UEFA headquarters is in Switzerland as well 136 as that of FIFA and therefore we have perceived UEFA a little bit differently than for example it is 137 perceived in Poland or Ukraine. this is from my perspective an important fact to mention.


138 Y1: Coming back to the security cost issue where Benedikt Weibel stated “Hätte das Parlament 2002 139 einen Kredit von 82.5 Millionen Franken für die Euro 2008 genehmigt? Das kann man bezweifeln. 140 Man kann davon ausgehen, dass sich die meisten Ratsmitglieder bewusst waren, dass die 141 gesprochenen, lächerlichen 3.5 Millionen Franken niemals genügen würden” (Would the Swiss 142 Parliament in 2002 have approved a credit of 82.5 Millionen Swiss Francs fort he EURO 2008? it 143 can be doubted. It can be assumed, that the majority of the members of the Council were aware, 144 that the approved and ridiculous budget of 3.5 Million Swiss Francs would never be enough) 145 (Weibel, 2011, 78). 146 What is your opinion? 147 Was there a political calculation? 148 Am: I think it was just a mistake. It was a mistake, which was somehow naive äh a little bit (.) a little bit 149 a naive thinking and also (.) also äh (.) how it was written down. I remember that during the 150 candidature phase we decided to finance it on our own. and the issue about the security costs this 151 was somehow perhaps a mistake and was not calculated at all (.) I could imagine. I can also 152 imagine that (---) we would also have achieved the 82.5 Million even though (.) 153 Am: ((takes a deep breath)) 154 Am: I cannot prove it. however it was not a political calculation but it was simply a miscalculation or an 155 error of assessment. I believe, if you (.) you allow me to add this, I believe that the calculations 156 were just based on the security costs of the stadiums@(.)@. it was the fact of a misconception of 157 what should have been included in the guarantees at all. 158 Y1: Ralph Zloczower stated in an interview with the NZZOnline to not make the following error again 159 when he said: "Wir machen die Bewerbung allein, wir brauchen keine öffentlichen Gelder, wir 160 bringen die EURO 2008 ins Land. Ein solches Ereignis läuft nicht mehr ohne die öffentliche Hand 161 – von Anfang an" (We will run the candidature independently, we do not need any public162 funding, we will bring the EURO 2008 into our country. However, as of the beginning such an 163 event doesn’t work anymore without the funding of public money) (NZZOnline 11.6.2009). what 164 is your opinion? 165 Am: Yes, he is right based on our experiences. it is more transparent and it was a misconception and 166 not a political calculation. however, we also have to be conscious about the fact that in 167 Switzerland such a project (.) in the future would be much more difficult to organize. 168 Y1: If I understand you correctly such a mega sporting event in Switzerland would be more 169 challenging and more difficult to achieve? 170 Am: Yes. above all the image of the sport organization has decreased since the EURO 2008 for 171 example äh (.) IOC, FIFA, the entire gigantism and so forth therefore Switzerland with its direct 172 democratic system might äh (.) have much more difficulties than other countries. 173 Y1: Please allow me to go back to my second subsidiary research question where I made the link to 174 your bidding slogan: Footballs best, close to you. why has this slogan disappeared after the win 175 of the bid? 176 Am: It was a typical slogan for a candidature as we by that time wanted to emphasize the 177 advantages of Switzerland and not the organization as such. we wanted to show that we had all 178 the advantages in terms of location and we were in the middle of Europe, as we knew that we did 179 not have the big stadiums in Europe. It was never considered to take it further up to 2008. 180 Y1: Okay. coming back to the guarantees under the points in the bidding document 4.1 to 4.13 where 181 all your objectives were stated. what was the strategy? were the objectives met? what were the 182 changes? why were there changes, if any, necessary? what does it need for good governance 183 and are policies an obligation to achieve a better commitment in terms of sustainability for the 184 future? 185 Am: Virtually we were asked to hand over a dossier with all the necessary guarantees. however if one 186 of these guarantees were missing we would not have met the obligations. the main goal @(.)@ 187 was really to have these guarantees signed by the Swiss Government and so forth (.) there were 188 certainly guarantees required which were also difficult to meet. for example the guarantee 189 regarding the commercial rights, the unfair competition, branding rights and so forth these were to 190 some extent subjects, which were very difficult to fulfill. and as UEFA did not ask us about 191 sustainable guarantees we did not want to create an unnecessary problem. we followed the 192 UEFA bid requirements 100%. maybe, if I come back to our discussion of who was 193 leading the debates about sustainability, if such debates were already more transparent and 194 public this subject could have already taken as a guarantee into the bidding process. 195 Y1: Referring to my second subsidiary research question part B: Did they touch upon any aspects of 196 sustainability? I would like to specifically refer to some statistics about the licensed players in 197 Switzerland <please refer to figures mentioned in interview Guideline>. can you explain these 198 figures with regards to the future and its legacy? one important reference derived from Müller et 199 al, 2010 is the fact that a third of the club footballers have a migration background, which refers to 200 a high integrative value in the sport. what is your opinion? 201 Am: An integrative value in football. I think the statement should be more specific to which sport in fact we

are talking about @(.)@. 202 Y1: Okay, I understand @(.)@. do you think such an integrative value has potential to take the

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203 opportunity to transfer to the public the positive impact of the integration of Immigrants in 204 Switzerland related to sport? 205 Am: This is part of our daily business. our intern regulations say to respect these positive aspects in 206 interviews and so forth In particular we were facing this with the current Under-21 Championship 207 and we did in the past with the Under-17 World Cup in Nigeria last year. even though I believe the 208 integration already starts with our 7 year old players in the clubs, which is the most important 209 factor for the society and us. but, you can not make a link to this subject with the EURO 2008 210 @(.)@ yes (.) I see now (.) it is something (.) even the figures increased during this period the 211 influence was rather linked to the function of integration with our Men National A-Team as we 212 qualified for EURO 2004, for the World Cup 2006 and took part at the EURO 2008. Of course 213 both elements have an influence (.) the success of our national team however always positively 214 influenced the figures, which we experienced in 1994 and 1996 as well. it is now the question 215 whether it stagnated if we did not organize the EURO 2008 (.) but I believe even if we qualified for 216 the EURO 2008 in another country the figures would not have been so different. I do not want to 217 underestimate the influence of the EURO 2008 but I believe certain aspects would have had a 218 positive effect, with or without the EURO 2008. the youth have an affinity to a particular sport if 219 the success or exploit is made. and the reason why the share of immigrants is so high is because 220 sport is simple, because football is sport for the poor (.) I mean for the social lower class and 221 because immigrants have a stronger belief in football. 222 Y1: Please allow me the question whether you believe there is some potential to use some of our key 223 players to transfer any political and social message of interest? 224 Am: It depends what kind of messages. any message against racism or more tolerance and less 225 violence and so forth (.) I believe we can certainly improve in this matter äh (.) it is always the 226 question which player to use as not everybody is a Roger Federer who can transfer almost all 227 kind of messages äh (.) and female and male footballers sometimes have more difficulties 228 than personalities from other sports. But I believe we certainly improve. we have positively 229 experienced this with our national team coaches Köbi Kuhn and Ottmar Hitzeld. there is in fact 230 some potential. 231 Y1: Was the written and unwritten policy strong enough to establish a concept of equal 232 opportunity in people's consciousness? 233 Am: We had a lot of unwritten policies I would say. but I see what you mean. It probably needs all 234 tall three entities, UEFA, the Swiss Government and the Swiss Football Association (.) äh (.) and 235 in Switzerland specifically it also needs the cantons. I would in addition consider as a stakeholder 236 not only the three entities but also the communities, the stadiums, the different äh (.) cantons, the 237 security community and so forth (.) now if we were questioning leadership (.) I believe (.) UEFA 238 says somehow that they organize the party and we as the National Association have to bring the 239 location. 240 Y1: Martin Kallen stated that UEFA has to be considered as a guest (cf. transcript Martin Kallen, line 241 393). 242 Am: As a guest, yes. and they are 243 giving the rules and we have to follow these guidelines. however, now as I told you before 244 the special case as UEFA's Headquarter is in Switzerland. I could imagine that the image of 245 UEFA can be improved in a way that they are no longer considered a control device. 246 however, they may always have the negative image of being the so-called moneymaker and 247 nothing else. but I believe UEFA (.) they have potential to improve positively and so do we as the 248 Swiss Football Association (.) but on the other side for us the EURO 2008 was not primarily 249 important in terms of the commercial aspect but instead for the improvement of the Swiss Football 250 Association. coming back however to your question I believe with regards to policies in 251 Switzerland the opposition will always be relatively strong. 252 Y1: Okay. 253 Am: Listen, if you wish I could extend our discussion for another 45 Minutes. it is a shame if 254 we cannot finish it properly. 255 Y1: Sure. 256 Am: ((makes phone call)) 257 (45s) 258 Am: So, now we have got some more time. 259 Y1: Thank you. I would like to implement at this point an ad hoc question about the stadium in 260 Switzerland, which you were not able to prepare. 261 Am: Okay. 262 Y1: Why was the original idea of increasing the seat capacity at the Stade de Suisse not 263 followed but instead realized at the St. Jakob Park in Basel? from the location point of view, in 264 terms of the different cultures in Switzerland for the Swiss Football Association, wouldn't it be 265 more beneficial for the Swiss Football Association to have a main Stadium in Berne? what is your 266 opinion? the question to me is interesting in terms of governance, leadership and why such 267 decisions are taken. 268 Am: The answer is not so difficult at all. we have put all our efforts to follow our original idea of


269 having a 40'000 seat stadium in Berne. however, as the owners of the stadium did not want it, we 270 were not able to force them (.) firstly. secondly, there were also certain issues during the planning 271 phase. originally there were plans of having a 36'000 capacity then it was cut back to 32'000 272 seats. we had very realistic plans to have the seats increased for the EURO 2008 up to 40'000 (.) 273 this was however then question of how to finance it (.) it was very expensive and considered for 274 only 4 or 5 matches (.) and at the end it is (---) A) it was not realized due to the high costs and B) 275 from my point of view because the owners showed too much of resistance. we had 276 long (.) long @(.)@ discussion you can also ask Ralph Zloczower (.) we both suffered for a 277 long time that we finally did not achieve our goal. 278 Y1: How would you explain such approaches in terms of corporate governance? 279 Am: We have tried everything. we had many many meetings even involving the local government, the 280 President of the City of Berne and so forth we tried to secure the financing (.) I remember that due 281 to the lack of the financing some opinion leaders were rather pessimist and therefore the option 282 with Basel came just right. we were able to conclude a good contract and even more important 283 regarding UEFA we were able to provide at least a 40'000 capacity stadium which was not 100% 284 based on the requirements but acceptable at the end. if we did not achieve this solution of being 285 able to provide a 40'000 seat stadium I guess we would have been in big trouble with EURO 2008. 286 by the way in terms of legacy for the Swiss Football Association the stadium in Basel became 287 very important from the point of view of return on investment related to international men A-Team 288 matches against big teams very important. 289 Y1: So what you are saying is that even the Swiss Football Association had good lobbying on the 290 political side in Berne you were happy with a compromise like the one with Basel? 291 Am: No, it was not the question of a compromise rather than having the financial power or not. 292 and from the perspective of the Swiss Football Association we reached our financial limits, which 293 had to be respected and no risk was it worth and not even the EURO 2008 to go further than the 294 deal with Basel. 295 Y1: Therefore the question of money is most of the time key? 296 Am: Yes. 297 Y1: Do you think the legacy of the Oranje in Berne could have been achieved for the other 3 Host 298 Cities too? 299 Am: No (.) of course not. Äh I remember exactly (.) it was a coincidence of the draw of having 300 the Dutch or the Greeks (.) and I remember exactly by the time the Dutch team was drawn for 301 Berne that the President of the City of Berne was very happy and he knew already why. to 302 achieve such effect with the Greeks for instance would have been very difficult. with some 303 Nations it is possible as I remember positively with Switzerland in Dortmund during the World Cup 304 2006. and with other Nations you can't (.) just can't. 305 Y1: Okay. Now I would like to come back to the subject of CSR. 306 Am: Yes. 307 Y1: We have already spoken about the subject of Migration and so forth. professor Müller concluded 308 with regards to visitors and fans, "Was wir während der EURO 2008 erlebt haben muss auch die 309 Vision im Klubfussball sein" (The positive experience regarding the culture of the fans during the 310 UEFA European Championship must be a vision for club football too) (Müller et al., 2010, 509). 311 In the magazine Rotweiss, edition 2011, 21, you said in an interview: "Ein konkretes Anliegen 312 von meiner Seite ist die weitere Ausbalancierung im Gleichgewicht zwischen Klubfussball und 313 Nationalmannschaften" (A specific concern from my side is to further improve the balance 314 between club football and national team matches). Now my question: How or with what projects 315 could this already have been linked with the EURO 2008 as this subject was already an issue by 316 that time? 317 Am: I don't believe that a EURO 2008 could have helped to solve this issue. I believe such an issue 318 has to äh (.) it is an issue, which most probably can never be solved entirely. on one side we 319 have the club football and on the other side the national teams. and the question is who plays 320 when (---) the players are on duty on both sides (.) I do not believe that the UEFA European 321 Football Championship would have been the platform to somehow solving this issue. the main 322 issue would be if we just had players in the national team who only played in Swiss clubs the 323 problem would be easier to be solved because we could follow the same interest, which is to 324 bring forward football in Switzerland. But the fact is that almost 80% of the players already play 325 abroad and there the problem starts due to the different match schedules. Äh (.) we have certain 326 potential with regards to link the club football with the national team. however, a direct link with a 327 mega-sporting event like the EURO 2008 is not practical. but what you can take as a good 328 practice out of the EURO 2008 is the professional organization, perhaps that football is free of 329 violation (.) but even then the fan culture of a National Team is still different to the one of the club 330 football. 331 Y1: On ‘20Minuten’ online you communicated a pact of fairplay. can you briefly explain whether this 332 promotion has a sustainable character and was this intention meant as a promotion for the EURO 333 2008? 334 Am: No. there is no link to the EURO 2008. the intention was meant to more decrease the violation in

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335 club and region football in Switzerland. 336 Y1: Okay. did you use the potential with regard to CSR? I can give you some references stated by 337 Professor Müller who stated that "Fanarbeit wirkt Völkerverbindend, Barrierefreiheit/Hindernisfreit 338 sollte ein Standard sein, Jugend und Fussballkultur grossschreiben, Prävention und Jugenschutz 339 als Vorbild" (Fanwork brings people together, obstacle clearance to be standardized, youth and 340 football culture to promote with values, prevention and youth protection as an example) (Müller et 341 al., 2010, 35). The Swiss Football Association organized CSR projects like Play Football 342 Switzerland on Tour and ‘Fussball macht Schule’ (football in schools) and so forth (.) UEFA had 343 Euroschools and the Swiss Government did its projects. Was there the possibility of a merging 344 these events together? 345 Can you explain? 346 Am: I am not sure whether the collaboration would have been better for the result of these side events. 347 I believe, äh (.) we had different interests, different sponsors (.) you personally know that it was 348 not an easy undertaking to collaborate with the Swiss Government. and we as the Swiss Football 349 Association did activities, which were linked, to the Swiss population. we wanted to promote the 350 EURO 2008 and the football in Switzerland. and part of the projects has a legacy like for instance 351 Kids Festival. we just believed on our professionalism and collaboration with our sponsors to 352 organize these projects (.) it was especially on the organizational point of view much easier 353 @(.)@ …. 354 Y1: UEFA did a Football Social Responsibility report? 355 Am: I am interested in this report as I am the President of this commission @(.)@. 356 Y1: Yes, I know @(.)@. one statement of this report was that the top Management should show a 357 more positive approach towards CSR in general. what is your opinion? 358 Am: … as UEFA yes, I see it a bit differently as the profit with their projects allows them to support 359 certain CSR-Projects. but the objective should always be to improve the image of UEFA (.) the 360 image of European Football. and there I am convinced that Social Responsibility at UEFA has to 361 have its platform but always in the interest of its stakeholders. however, the priority of the top 362 Management at UEFA is not to primarily support CSR-projects but instead the development of 363 European Football and that’s why the leadership and input has to be on a lower lever in the 364 organization. it is important however, that such projects are not rejected due to lack of interest 365 …. but at UEFA I look at it from another perspective and I looking forward to being more 366 involved in this subject as President of this commission. 367 Y1: According to Müller et al., 2010, 512-513, with regards to corporate governance it is stated that 368 "Managementansatz kann übernommen und weiterentwickelt werden" (Management approach to 369 be adopted and to be further developed) as well as "Delegierter des Bundesrats stellte hohe 370 Priorität des Dossiers sicher" (the Federal Council delegate ensured the high priority of the 371 dossier). Do you agree? 372 Am: I think äh (.) it is dependent on each individual country and I believe for Switzerland it was 373 probably the best solution having had a delegate of the federal council. there was always an idea 374 to have a so-called Mister EURO 2008 (.) and there were many people and names linked to it and 375 the final decision of bringing in Benedikt Weibel was definitely a good one. however, as I said in 376 the beginning, probably each country has to find its own way to do it like for instance France is 377 more centralized than Switzerland (.) they do not have cantons (.) and I know äh I take part of that 378 steering committee (.) that the sports minister is relatively heavily involved in the organization. 379 Y1: You mentioned in an interview at Rotweiss, edition 2011, 20 that the EURO 2008 helped you for 380 the election to become a Member of the UEFA Executive Committee. 381 Am: Yes, that's correct. 382 Y1: Can it be considered as a good example of corporate governance? 383 Am: Yes, indeed the EURO 2008 helped us to build new relations within the football family (.) If I 384 consider all the people (.) I mean I knew them already before when many of them supported us 385 for the candidature phase but the EURO 2008 helped a lot to further develop. I received many 386 many compliments and increased my chances for the election. 387 Y1: This means at the end it did not only help you personally but also for the Swiss Football 388 Association and the football in Switzerland? 389 Am: Yes, of course for Switzerland and for the Swiss Football Association. thank you for having 390 raised this question. The Swiss Football Association did together with the EURO 2008 (.) there 391 are many examples (.) it started with the EURO 2002 (.) and then we were successful with our 392 youth teams (.) I think this is the äh (.) the recognition from the Association (.) and the EURO 393 2008 was somehow another success factor with this regard. 394 Y1: Which means such recognition can be a motivation for other countries to organize such a mega 395 event? 396 Am: Yes of course. 397 Y1: After your re-election as President of the Swiss Football Association you stated your main 398 objectives and one of them was ‘Kampf gegen Gewalt’ (Fight against violence) where you 399 explained that the support of the Public Authority is important, as the Swiss Football Association 400 cannot fight this battle alone. Can you further explain with respect to corporate governance?


401 Am: Yes and I am happy that we proved with the EURO 2008 that sport events could be free of 402 violation (.) that this is feasible and that the saying that football equals violation is just wrong. 403 Y1: What were the challenges of demonstrating true corporate governance from the candidacy phase 404 through the post event phase (2002-2008)? Here I would like to refer to an article of the Journal 405 ‘Tagesanzeiger’ dated 29.7.2004 ‘Kampf um die Macht’ with regards to the ‘Spuckaffäre Frei’ 406 during the EURO 2004 in Portugal. I think it is good example of crisis management and a good 407 example of good governance in terms of leadership, communication and management. the SFA 408 however did successfully achieve to organize the EURO 2008 and proved the excellent co- 409 operation with the national political authorities. Can you further explain in giving some details? 410 Am: There is no need to only mention the ‘Spuckaffäre’ (spit scandal) you could also take the 411 example of the issue with the stadium in Zürich, as this was also a burden for the Swiss Football 412 Association. But äh (.) it was also experienced in almost all candidatures in almost all these mega 413 events such as the Olympic Games in Athens or at the UEFA European Football Championship 414 2012 in Poland and Ukraine (.) that there are ‘Stolpersteine’ (obstacles) and challenges (.) and 415 probably such incidents make you stronger @(.)@ (.) you know (.) it is not an obstacle as such 416 which can not be solved or not such a big issue to not to find respective solutions and to able to 417 find these solutions äh (.) this is probably an important fact that you successfully achieve at the 418 end @(.)@. it is therefore a good example in terms of good governance in doing and finally 419 solving such problems there is also the chance to develop a good starting position for a good 420 implementation of the event. 421 Y1: Can you specifically explain the success factors following such issues? 422 Am: I believe and what I see with what issues we faced regularly for the EURO 2008 for instance the 423 case with the stadium in Bern or the stadium in Zürich and then we did not know whether we 424 would find a contractual agreement with the host cities and so forth. there were so many 425 ‘Stolpersteine’ (obstacles) and barriers (.) and then the quality of live (.) how should I explain (.) 426 yes (.) we (.) we had many concerns during that time and if I reflect it is always nice and If I 427 consider how we managed all these challenges I must say it was a very good learning process for 428 all parties involved. 429 Y1: A statement by professor Müller says: "unvorhergesehene Entwicklungen zwischen Kandidatur 430 und Durchführung beeinflussen die Aufwände massgeblich" (unpredicted developments between 431 the candidacy and the implementation phase influence the budget significantly) (Müller et al., 432 2010, 508) and "Zustimmung der Kandidatur bringt nicht nur unternehmerisches sondern auch 433 politisches Risiko" (the award of a candidacy does not only evolve a entrepreneurial risk but also 434 a political risk (Müller et al., 2010, 508). did UEFA put the Swiss Football Association after these 435 incidents under pressure? was the EURO 2008 in Switzerland in danger? 436 Am: No. I am convinced there was no danger for the EURO 2008 as an event as such rather than a 437 danger to individuals. with regards to the ‘Spuckaffäre’ (spit scandal) a danger for our former 438 President. and maybe I am now too direct but I had the impression that some people even 439 thought they could inherit a leadership position within the organization after all the hard and 440 difficult work was done. This was sometimes my personal impression I got. it is therefore 441 important in terms of leadership in a organization for such a mega sporting event to stick to the 442 guidelines and not the fear such challenges and not to lose the courage otherwise you have lost. 443 Y1: In what ways can UEFA regulate the organization of a mega event like EURO 2008? 444 Am: In principal what I already explained (.) there was the bidding phase (.) there was the award to 445 host the EURO 2008 (.) and the real work only started after that because the detailed planning 446 phase had to be started (.) like signing a contract with UEFA where I must admit if I had given 447 more detailed thoughts from a legal point of view I would never have signed this contract. 448 however together with the former President of the Swiss Football Association we decided to sign 449 this contract and take the risk. and then we quickly realized that many issues could and had to be 450 solved on a daily and bilateral basis. this can be proven as we found solution for the tax issue, 451 we found a solution with the host cities and so forth (.) and if I look back I must admit that UEFA 452 relied very much on these contracts however in reality they have a very practical attitude to 453 collaborate (.) I mean UEFA is a very good partner to bilaterally discuss issues with regards to 454 the implementation. but from a legal point of view and with regard to the development of contracts 455 they are a difficult partner. therefore based on my experiences with UEFA I suggest signing 456 these contracts under the fact that certain issues will have to be solved on a bilateral bases. 457 Y1: It is a very interesting aspect. 458 Am: I remember exactly that from a legal point of view and being a lawyer myself I would have never 459 signed this contract. however I was convinced that we would be able to somehow find a good 460 collaboration with UEFA. 461 Y1: Okay, next question. does UEFA's regulation affect institutional and contractual obligations of the 462 SFA? 463 Am: Yes, heavily. we always had to consider the aspect whether we conform to our contractual 464 obligations (.) for instance we also had to adapt our statutes (.) äh (.) then due to the fact of 465 having achieved the solution with a 40'000 seat stadium in Basel we had to adapt the financing 466 part in our statutes (.) we were challenged a lot with such aspects.

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467 Y1: Are UEFA's rules and policies considered to be an example of good governance? 468 Am: Referring to the EURO 2008 I must admit that it was already very based on rules and guidelines. 469 however I see potential, as the entire processes were very technical. 470 Y1: I asked you already in the beginning while referring to Müller et al., 2010 as they stated in their 471 conclusion that "Unbehagen wurde bezüglich der Fremdbestimmung durch die starken Player im 472 Netzwerk des sportlichen Mega events offensichtlich. Trotz detailliertem Organisationshandbuch 473 und klaren Vereinbarungen hatte die UEFA respektive die Euro 2008 SA mit ihren Anliegen in der 474 öffentlichen Meinung einen schweren Stand." after all, how would you further precise or explain? 475 Am: I agree, this in fact was the case. however, I do not see any other ways of doing or improving it. 476 but what UEFA in general does and this is in fact a benefit as they pay the National Association a 477 certain financial part back, which can be considered as good governance. 478 Y1: What is your opinion about transferring brand loyalty through politics and politicians towards the 479 community/society? where is the link to corporate governance and CSR? 480 Am: I think matches of the national team during a UEFA European Football Championship will always 481 have a big impact even though the opponents may not be one of the big nations. However, there 482 are thoughts of (.) and I always kept telling this (.) that a EURO 2008 could be organized and 483 conducted in the lets say eight biggest stadium within Europe for example London, Madrid, Berlin 484 and so forth and then the country is not so important anymore. it could be very interesting from 485 the commercial aspect point of view but you loose the identity of a host country and development 486 of the respective National Association and the development of football as such in that particular 487 country. 488 Y1: I heard about this idea from UEFA as conducting this kind of model as of 2020. 489 Am: Yes, they have been talking about it. 490 Y1: I have the impression that the Swiss Football Association was not involved very much in the 491 development of several sustainable concepts and papers, which were written and made public 492 during the development of the EURO 2008 and after? Was this done on purpose? 493 Am: We thought football as such was not first priority if we talked about sustainability. I already said 494 that football in the beginning of our discussion that the sustainable development in football is a 495 given fact therefore extra studies were not necessary to be proved …. in this sense we were 496 not excluded in these processes we did just not have any interest. 497 Y1: But still, why have the successful CSR projects like Play Football Switzerland on tour or 498 ‘Fussball macht Schule’ (football in schools) not been included in these studies? 499 Am: I know. but for us as the SFA it was important to have our football projects for the development 500 of football. 501 Y1: Therefore the Swiss Football Association did not want to take part in these studies on purpose? 502 Am: We just had the opinion that those parties who financed these studies should also be respected. 503 and the Swiss Football Association did not financially commit on these studies. 504 Y1: Next question. the question Peter Gilliéron in Person we can skip as you have already given me 505 the explanation. 506 Am: One important aspect I would like to add there are that the Swiss Football Association and its 507 structure has changed tremendously and became more professional. peoples mind and 508 consciousness internally have become stronger and our staff is proud of having had the 509 opportunity to successfully organize the EURO 2008. 510 Y1: From a scientific point of view I would like to confront you with the following fact of the EURO 511 2008 of Müller at al, 2010. 512 Am: @(.)@ 513 Y1: "Insgesamt wurde auch bezüglich der möglichen längerfristigen Wirkungen einiges erreicht, 514 doch muss man sich die Frage gefallen lassen, ob wirklich alle Chancen, die ein derartiger 515 Mega event eröffnet, genutzt wurden" (All in al a lot was achieved in terms of possible long-term 516 effects, but we have to allow ourselves the question whether the opportunities and chances, 517 which such a mega event offers, were used) (Müller et al., 2010, 555). what is your opinion? 518 Am: I note that this is a statement of a well known professor who from my perspective is too 519 much into the theory (.) I am missing some practical aspects there (.) I do not agree with this 520 statement at all because if I consider that from the organization aspects we got so much positive 521 feedback to me the EURO 2008 was a success. sometimes you have to use common sense 522 @(.)@ (.) I don't know what chances we missed (.) we can be proud with what we have 523 achieved. 524 Y1: Okay. my last question. while reflecting the main research question, what is your personnel 525 interpretation of possible way corporate governance, policies and CSR helped creating a legacy 526 for the EURO 2008? 527 (4s) 528 Am. Well 529 (5s) 530 Am: It is basically a summary of all (.) of all what we have discussed together (.) I believe (---) that 531 even though the possibility I have mentioned before of conducting a UEFA European Football 532 Championship Europewide should be reconsidered whether the commercial aspect should really


533 have priority because it is tremendously important for a country to have the opportunity to 534 organize such a mega event (.) it helps the event as such, it helps the country itself, it helps 535 football in general (.) therefore this idea of UEFA has to be reconsidered as it would not support 536 all the aspects we have discussed anymore if we had a match in London, Paris, Berlin and so 537 forth (.) I believe it would then just be an UEFA event without any emotions and not any public 538 festival quality (.) äh and the issue of good governance and corporate social responsibility would 539 be weakend and most probably disappear. 540 Y1: Benedikt Weibel stated in an interview that already with the EURO 2008 the so-called nouvelle 541 cuisine was too strong instead of just having "Bratwurst, das Pouletflügeli und ein Beer" 542 (German sausage, chicken wings and a beer) (SF Tagesschau, 20.11.2008). 543 Am: Yes äh (.) okay (.) I think there should be however the opportunity to have both of them. 544 Y1: Thank you very much, Peter, for the interesting, constructive and transparent talk. 545 Am: You are very welcome. 546 End

Interview Nr. 6 Interviewee: Ralph Zloczower (Am) Date: July 5, 2011 File-Name: 110705_006_Zloczower.mp3 Time: 1hour 59minutes 43seconds Transcription: Pierre Lienhard (Y1)

1 Y1: As agreed we will conduct the Interview in Swiss German, however, the research questions will be 2 posed in English as outlined in the Questionnaire, which you received one week ago. I will then 3 translate and transcribe your answers directly into English. 4 Am: Ok. 5 Y1: Before we start with the first subsidiary research question can you explain how the idea of having a 6 European Football Championship in Switzerland was created? 7 Am: (3s) Ok (---) If I start from the very beginning (---) at the end of the 80's there was already a 8 prospective candidate (---) in the form of the SFA (---) yes this was in the 80's (.) which wanted to 9 submit a bid to host a World Cup (2s) äh (.) this was the World Cup which was subsequently awarded 10 to Italy. there were concrete plans to host this World Cup which however 11 failed (.) event though the former Federal Council strongly promoted and 12 supported such a World Cup (.) it was not very well planned and for a long time no such projects was 13 tackled until (2s) Austria (---), together with Hungary, ran a candidacy (.) I don't remember exactly 14 whether it was for EURO 2000 in the Netherlands or for the EURO 2004 in Portugal (.) I think it was 15 the Netherlands. however this candidacy badly failed too (2s), and it was then that the former 16 President of the Austrian Football Federation came up with the idea to run another 17 candidacy with Switzerland. (2s) I was already part of it (.). Yes I took part in it (2s) and I said (---) it 18 took us 500 years to be independent from Austria so how exactly should we now collaborate with 19 them for such a project? I was (---) not very positive about this idea nor were others. (---) and then I 20 read (---) at the end of the 90's that the former Federal Council of Switzerland had visited 21 Austria. and I read in the Newspaper an article (---) in which he together with the Austrian Football 22 Association thought about running a UEFA European Football Championship candidacy Austria 23 together with Switzerland (---) and this was in the year 2000. (.) fall of the year 2000. (2s) And then I 24 brought the article to the attention of to the EXCO of the SFA even though I was not very positive 25 about it (.) however the Federal Council would not stand back anymore saying that if we didn't jump 26 on this train now (.) then it is over (.) so I persuaded the former President of the SFA even though he 27 was not happy about it at all (…) but due to the fact that I recognized the potential for such a mega 28 sporting event I could recommend the EXCO of the SFA. And then we agreed to go and visit and 29 discuss before Christmas 2000 together with the Austrian Football Federation (.) we wanted to know 30 what it was all about. I however was not able to join this particular meeting but we agreed that the 31 former President as well as the former General Secretary of the SFA would take part. they however 32 came back with a very positive outcome of the meeting and a high level of interest. and so one of my 33 6 top objectives for the election to become President of the SFA was to achieve the candidacy for the 34 EURO 2008. I was one out of 4 candidates. I was, surprising from my perspective, elected as I was 35 somehow the lesser evil out of the 4 candidates. ok (.) then furthermore after I was elected one of my 36 first intentions was to invite the former President of the Austrian Football Federation to Bern for a 37 meeting in March 2001 (.) where we decided to submit our joint candidacy for the EURO 2008. 38 Y1: Which means you started to prepare the bidding documentation beginning April 2001 as you needed 39 to hand it over to UEFA in December the same year? 40 Am: Yes. This project was launched rapidly. 41 Y1: Ok. I read the book: Sustainability: The project challenge for the 21st century (Dunphy et al., 2000). 42 What is your opinion?

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43 Am: How do we define sustainability? if you will allow, I will give you my interpretation of sustainability. you 44 know sustainability is a word which nowadays everybody is using but only a minority is able to 45 interpret it correctly. Sustainability means the permanent effect beyond a generation (.) that means 46 a long-term effect (.) and long-term means approximately a generation (.) everything else from my 47 point of view is just a big effect. Do you agree? 48 Y1: Yes, I would maybe add that yes sustainability refers to the long-term maintenance of systems but 49 according to environmental, economic and social considerations. However, I will explain in my paper 50 more in detail and concentrate above all on social considerations. 51 Am: Yes, and sustainability has a tremendous effect of a certain intensity. 52 Y1: A) What objectives and guaranties did the host association of Switzerland (SFA) make in their bid? B) 53 Did they touch upon any aspects of sustainability? 54 Am: First I refer to the second part of your question (.) no (.) no (.) it is that simple, nobody ever thought of 55 any aspects of sustainability (.), and I have to add that the stadium in principal would have been built 56 anyway with or without a UEFA European Football Championship (.) in Berne (.) on the contrary (.) in 57 Berne (.) this issue was even made more complicated you know (.) and in Zurich there it was different 58 they wouldn't have a new stadium (.) Zurich was the only Host City, which has a legacy from the 59 EURO 2008 (.) their new stadium Letzigrund wouldn't have been built without having had a EURO 60 2008. I must say (.) in the bidding document there was no sustainable approach as our aim was to 61 achieve the bidding requirements given by UEFA. 62 Y1: So what you are saying there were no guidelines given by UEFA in terms of sustainability? 63 Am: Yes, this is correct. 64 Y1: Did you think about a sustainable development within the SFA? 65 Am: No. this issue was discussed during the bidding process by the public authority in terms of ecological 66 approaches. which from perspective did not have to do anything about sustainability rather than using 67 the EURO 2008 as a platform for certain matters like waste concepts and so forth @(.)@, which is 68 fine you know (.) and it is legitimate too (.) but sustainability (.) not even they thought about 69 sustainability. 70 Y1: Was the SFA involved in the processes of the development of the sustainability concepts driven by 71 the public authorities? 72 Am: No (.) not at all. 73 Y1: Shouldn't it have been important to involve the SFA in these processes? 74 Am: I can tell you exactly (.) the SFA was the only driving force in the bidding process and the candidature 75 phase which was a mistake (.) and should have been done differently (.) we at the SFA told the Swiss 76 Government that we didn't need any financial commitment paid with public money (.) we thought we 77 could do it without them (.) you know (.) we should have better told them that it would cost also 78 something for the Swiss Government. However (.) we argued and acted this way (.) and were the 79 leading entity together with the Austrian Football Federation (---) and äh (---) the director of the 80 candidacy who performed very well an important task (---) and then when we won the bid (---) I have 81 to admit (---) that UEFA (.) reorganized the bidding concept during the candidature phase for the 82 EURO 2008 (.) based on their experience (---) in fact up to and including (4) the Netherlands and 83 Belgium 2000 (2s) each National Association had a local organizing committee which organized and 84 implemented the UEFA European Football Championship together with UEFA. that was the concept 85 (.) Sweden achieved, Netherland and Belgium achieved but not the Portuguese for the EURO 2004. 86 and then UEFA opened in Lisbon a local UEFA office to help them out. there UEFA realized that this 87 approach was successful and decided to implement the same concept for the EURO 2008 and took 88 over the lead (.) which meant for UEFA that the SFA for the EURO 2008 was only responsible for all 89 security and stadium matters. Everything related to infrastructure and safety basically all matters, 90 which were unpleasant. All this happened during the bidding and candidature phase where UEFA 91 explained to us during a Site Visit at the stadium in Switzerland this new approach and asked whether 92 we could agree on it (.)I said yes because I wanted this EURO 2008 even though some 93 representatives from our side were not happy with this new approach. In a nutshell (---) this approach 94 was accepted and adapted which meant UEFA was centrally organized as a limited company where 95 we took part (.) the two Presidents of the National Associations had an important role together with 96 their general secretaries (.) if they wanted (.) the general secretary of the Austrian Football Federation 97 left the board of directors (.) however we took an important role within this group of leaders (.) I 98 cannot complain at all but you have to know there was one entity (.) UEFA (.) the public authority (.) 99 which means the host cities, the cantons and the Swiss Government (.) of which everybody felt they 100 have to be more important than the other (2s) and it was the Federal Council who reconciled these 101 three entities (.) with the aim of having a unanimous vote which was the public authority (.) and we as 102 the SFA were challenged with presenting ourselves in a most professional manner and not to lose 103 faith (.) you know. This was also the reason for inaugurating our program Play Football Switzerland 104 with its side events in order to have our platform. I realized that otherwise the SFA would have lost its 105 existence in the public’s mind. There was no plan on how to collaborate (.) äh (.) the processes were 106 solved in a practical way because we were Swiss and the leadership of UEFA was Swiss. 107 Y1: Do you think there should have been a better strategy and organization even though there is an 108 identification of a certain progress between the EURO 2004 and the EURO 2016 in the organizational


109 matters? 110 Am: I have to admit (.) you are mentioning progress (.) I don't know (.) it is simply the fact that UEFA 111 became more and more important and took over more leadership and dictates much more (.) maybe 112 for the EURO 2012 with the French Football Federation it will be different being a bigger Football 113 Federation (.)we as the SFA could never have allowed a contentious approach resolving certain 114 issues. Therefore the organization changed from decentralized to centralized. And the other 115 perspective is (2s) that from the bidding process for the EURO 2008 certain questions were left open 116 until today where every single detail already has its policy from the beginning of the candidacy. You 117 have to know if our candidacy had the same regulations, rules and policies as today, we would never 118 have run our candidacy of a UEFA European Football Championship (.) simply because of the fact 119 that we would not have been able. I mean (.) if we knew from the beginning all safety and security 120 aspects we had to fulfill (.) it would never have been possible (.) fortunately nobody within the SFA 121 knew anything about what the signed guarantees meant (.) I was the only one (.) I was the only one 122 (.) I remember when we signed these guarantees (.) I somehow couldn't sign but I had to sign. And 123 then I said ok let's sign them and let's see (.), which at the end proved my doubts …. And then you 124 asked me the question whether there should have been a better strategy. No, fortunately there was 125 no such strategy existing (.) as I am convinced it wouldn't have worked out. 126 Y1: Do you think that the EURO 2008 was a once in a lifetime chance for Switzerland? 127 Am: Which we made fortunately use of (.) in a practical manner (.) all leaders for this EURO 2008 were 128 practical people (.) the former Federal Council, the Swiss Federal Council delegate for the 129 EURO 2008, the General Secretary of the SFA and so forth. 130 Y1: If we talk about corporate governance, were you aware of the different risks signing such 131 guarantees? 132 Am: Ok (.) first I have to rectify something (.) äh (---) I had certain experiences (---) äh (.) yes some 133 unexpected experiences (.) and one of them was the issue with the stadium (.) we already knew 134 during the candidacy phase that the stadium issues were not solved (.) Berne was an open issue (.) 135 Zurich was not clear at all (.) Geneva was under construction and Basel was there (---) but we knew 136 (2s) this issue was a weak area as we needed to achieve a 40'000 seat stadium. 137 ((coughs)) 138 I was always under the impression (.) once we had won this candidacy all issues would be solved (.) I 139 naively thought that the money would flow. And it was exactly the other way round (3s) I will explain 140 to you two experiences (.) perhaps they will help you for your work (---) it is all about how things 141 needed to be practically solved and approached. First (---) in December 2003 we still didn't have a 142 40'000 seat stadium (.) and in Berne we were just not able to find a solution (.) and then during the 143 Credit Suisse Award I met a high executive from one of our sponsors as well as the Federal Council 144 to discuss this open issue. The response was very disappointing as their standpoint was to withdraw 145 the candidacy EURO 2008 (2s) as this issue really made me think (.) and I knew that one of our 146 sponsors maintained good relations and I contacted them at the beginning of January 2004 to 147 arrange a meeting in order to ask him to exercise his authority clearly in this subject to ensure that 148 support is given. Subsequently I received positive feedback, which helped us to further proceed with 149 regards to the issue of the stadium in Berne even though at the end we realized the 40'000 seat 150 capacity in Basel (.) but at least we had our focus back. 151 Y1: Which means you could use your network and good governance? 152 Am: Yes and I wanted to explain how certain processes occur. You see the fact about (.) äh (.) my 153 performance in the process for the EURO 2008 was that I knew everybody (.) I went for lunch three to 154 four times per week with either a National Council or a Council of States member I had my 155 ‘Stammtisch’ (Regular’s table) (.) and I am still in 156 touch with them @(.)@ I just know everybody there you know (---) and we did good contacts 157 (lobbying) with the great support of the SFA (.) we produced information brochures and so forth and 158 we used great powers of persuasion. With the Federal Council I maintained a very good relationship 159 and when they brought the Swiss Federal Council delegate on board we met with each other every 160 week at least once. And with UEFA we met at lest once in a month. Internally at the SFA we met 161 each Wednesday together with the General Secretary and then with the steering board at the SFA 162 the same approach was in use during the bidding process. We also had our board of directors where 163 I was President in the beginning just because I am Swiss and because I wanted the ball to really start 164 rolling. My colleague from the Austrian Football Federation took over the second legislation as 165 President since the Final of the EURO 2008 also took part in Vienna (.) and it has proved its worth. 166 Here I must admit (.) these meetings within the board of directors were very efficient (.) there was not 167 just a nod of the head. Sometimes we even almost lost composure and so forth (.) the lead of these 168 meeting was either under me or the President of the Austrian Football Federation … 169 Y1: Ok. Coming back to the guarantees under the points in the bidding document 4.1 to 4.13 where all 170 your objectives were stated. What was the strategy? Were the objectives met? What were the 171 changes? Why were changes, if any, necessary? What does it need for good governance and are 172 policies an obligation to achieve a better commitment in terms of sustainability for the future? Can you 173 explain? 174 Am: Ok, I must admit the bidding requirements were met 100% and I know from UEFA that for instance for

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175 the EURO 2012 it is absolutely not the case. We achieved in all objectives not only that UEFA made a 176 big profit with the EURO 2008 but also regarding infrastructure, security and the cooperation. I must 177 say (.) we had a good cooperation within a complicated organizational structure of three levels with 178 the public authorities, which means the Swiss Government, the cantons and the communities. In 179 Switzerland the processes were very complicated (.) however we never had a crisis apart from the 180 financing issues (.) the advantage of a more complicated way was that we were then able to get down 181 to brass tacks. Ok, if the credits were not approved it would of course have been different (.) but (.) 182 there I must say (.) äh (2s) the Federal Council together with the Swiss Federal Council delegate for 183 the EURO 2008 did an excellent job but also me with my communication (lobbying) concept (.) there I 184 had a concept (.) I mean we (.) organized meetings with the Presidents of our football 185 regions in Switzerland or even with our members of the board where they needed to keep up good 186 contacts (lobbying) within their regions. 187 Y1: Which means your communication (lobbying) concept helped a lot for the success of the EURO 188 2008? 189 Am: Yes. But there was not an overall strategy in writing (.) yes the overall strategy was simply the way 190 that we wanted to successfully achieve our objectives, which we managed with our Swiss 191 pragmatism. I believe (.) and I don't mean it in a pejorative sense (.) that we managed it in a better 192 way than my colleagues from Austria. 193 Y1: In terms of sustainability, is the way of corporate governance or what you just explained a good 194 example to share this expertise and take it further for future events from UEFA? 195 Am: UEFA has another approach (.), which I believe is the right one (.) UEFA sets the rules and policies 196 but not how to implement and manage them. and UEFA further developed this expertise …. If you 197 allow me to mention (.) Switzerland especially the public authorities learned a lot from the EURO 2008 198 (.) the future will tell us that any guarantees linked with such a mega sporting event will be handled in 199 more cautious way (.) which may result in failure (.) but the learning process from the EURO 2008 is 200 huge (.) and the Swiss Football Association also realized and learned a lot (.) including that it is 201 strongly dependent on the people. You know I am convinced (.) if people change in ten or fifteen 202 years the wheel will be re-invented anyway. 203 Y1: A last input to my first question linked to sustainability, which is the development of youth in football 204 (cf. Interview Guideline Ralph Zloczower and Müller et al., 2010). is there a link to the EURO 2008? 205 Am: Firstly (.) the growth would have happened with or without the EURO 2008. the growth is the result of 206 the good work the SFA has done and for the success in youth football as well as the success of the 207 A-National-Team (.) to put it succinctly. Secondly (.) äh (.) in the matter of integration (.) we only 208 accomplish something because (2s) the youth (.) äh (.) boys and girls (.) from immigrants and asylum 209 seekers (---) one of their strength is in fact football (.) football is simple football is cheap (.) therefore 210 they play football (.) it is a fact (.) it is a fact. that the SFA now could politically counter this (---) for 211 instance against negative political advertisement (.) I must say that the SFA is not allowed at all to do 212 it and it should not be involved in such debates. the SFA acts in a way that everybody gets their 213 chances no matter if yellow, black or white (.) if somebody is good in football he or she automatically 214 gets involved in the process of grassroots. (2s) many of the politicians from the Democratic Union of 215 the Centre who are saying that in Switzerland there is a high number of immigrants (.) those are the 216 first who cheer our footballers when they score (.) you know … this is ambivalent (3s) football (2s) 217 has a social function by offering young people a meaningful occupation (.) by offering a meaningful 218 occupation you take them off the street away from criminality, from drugs and so forth (.) and they are 219 integrated in the mentality of Switzerland (.) however the SFA doesn't take a position on this because 220 it is one of its duties (.) the duty of the SFA is to organize football and implement it (.) but still what I 221 said before still shows recognition and gives the necessary support by the public in general. And we 222 have to constantly repeat our tasks in order to keep this message in people’s minds. 223 Y1: Do you see a potential to involve our players in these processes? 224 Am: No, I meant that this is the task of the SFA namely also the Members of the board. 225 Y1: Who instinctively brought up the need for sustainability, who led the debates and what were the 226 obstacles? What is your opinion about the following statement which says that "Den Aspekten der 227 Nachhaltigkeit ist bei künftigen Sport-Grossveranstaltungen bereits in der Kandidaturphase eine 228 wichtige Bedeutung zuzumessen. Dabei müssen auch die vergebenden Verbände in die Pflicht 229 genommen werden " (For future mega sporting events it has to be considered that a greater focus in 230 terms of the sustainable aspects will already be taken into account during the candidacy phase. Thus 231 the assigning Associations must also be held accountable for it.) (Müller et al., 2010, 511). What is 232 your opinion? 233 Am: I would like to know what kind of requirements they want to use (.) "Grau, teurer Freund, ist alle 234 Theorie und grün des Lebens goldner Baum" (All theory, dear friend, is grey, but the golden tree of 235 life springs ever green.) (Johann Wolfgang von Goethe, Faust 1) (.) Faust is the only way I can 236 respond to this scientific statement you know (.) well, this is (.) pardon me (.) this is a little bit talking at 237 large (.) of course (.) with a mega event of such dimensions thoughts about sustainability are justified 238 (.) or what could be the concrete benefits. I take now the example of a UEFA European Football 239 Championship (.) one objective could be to have a new stadium (.) yes (.) in many cases they have 240 stadiums which are ruins as nobody uses them (.) they are too big (.) but in Switzerland it was


241 different as the stadium were not built due to the EURO 2008 (.) we then just adapted the 242 infrastructure provisionally (2s) but it is a fact and I kept saying this (.) and this was the reason for our 243 program footuro (.) where we educated forty young football players in view of the EURO 2008 and 244 after (.) because we didn't want to repeat the same mistakes we did at the World Cup 1954. after the 245 World Cup 1954 football in Switzerland felt for a while up to the mark. an then suddenly (.) at the 246 beginning of 1960's we qualified again for the Word Cup in Chile but then we did not qualify again for 247 a big tournament for 28 years (.) because no sustainable development program was in place (.) and 248 maybe the EURO 2008 helped the SFA äh (.) to educate grassroots football (.) to intensify more the 249 development than we did before. 250 Y1: Can you give me a scenario approach as an example? 251 Am: Yes. When I became President we had one football training center and by the time I retired as 252 President of the SFA (.) we had four. 253 Y1: Was there a link to the EURO 2008 for this sustainable development approach? 254 Am: Yes (.) yes (.) of course. Thanks to the EURO 2008 by means of this footuro program we seized the 255 reins to intensify the youth education and development in football (.) the focus was more orientated 256 towards success (.) this has in fact a sustainable character (.) a legacy. And alongside we further 257 development of the football training centers (.) yes as well as the further development of women's 258 football with the training center in Huttwil, which had nothing directly to do with the EURO 2008. 259 Y1: Was the written and unwritten policy strong enough to establish a concept of equal opportunities in 260 people's consciousness? 261 Am: In no country is the population included (.) in no country does the population have an interest (.) it was 262 the same during the World Cup 2006 in Germany (.) the interest of a population for such an event 263 only starts two to three months before kick-off (.) before that äh (.) there is just no interest. You know 264 (.) if the population recognizes (.) I mean everybody read in the Newspapers that one hundred and 265 fifty thousand fans of the national team of the Netherlands were in Berne on one day (.) the interest 266 this way increases automatically. 267 Y1: Do you think a legacy like the one with the Oranje in Berne could have been achieved with other 268 Nations? 269 Am: Well, you cannot influence the draw of course. But on the other side there are other good examples 270 like for instance during the Ice-Hockey World Cup in Berne with the Russians when their Team 271 became World Champions (.) this had an enormous effect economically for Berne. 272 Y1: How have these objectives and guarantees (referring to the bid document) been achieved with 273 respect to the corporate governance and CSR principles? you have already given to me some inputs 274 in this regard. what is your opinion about the following statement which says "Was wir während der 275 EURO 2008 erlebt haben, muss auch die Vision für den Klub-Fussball sein.” (The positive experience 276 regarding the culture of the fans during the UEFA European Championship must be a vision for club 277 football too.) (Müller et al., 2010, 509). 278 Am: These are two different cultures (.) based on my experience. the club football has different fans (.) 279 therefore you cannot compare this with the EURO 2008. the only thing I could imagine is that if similar 280 investments in safety and security would occur which is impossible (.) than maybe you will be able to 281 handle this issue. 282 Y1: The current President of the SFA said in an Interview with the magazine Rotweiss, edition 2011, 21, 283 that "Ein konkretes Anliegen von meiner Seite ist die weitere Ausbalancierung im Gleichgewicht 284 zwischen Klubfussball und Nationalmannschaften". (A specific concern from my side is to further 285 improve the balance between club football and national team matches.) 286 Am: Well, I do not agree (.) and I already stated this during my time as President of the SFA (.) the clubs 287 do not undertake enough regarding this issue (.) and the clubs will realize it as I always predicted it (.) 288 one day the clubs will have to settle their scores. the public authority will not always pay (.) and as 289 soon as this issue will cost a club millions (.) then you will see the situation will change and become 290 better. 291 Y1: Another statement about ‘Pakt für FairPlay’ (pact for fairplay) of which I am referring to in a press 292 release in 20Minuten online from 2007? what was the motivation for this program? 293 Am: Well the motivation was that I said (.) and I still have this opinion (.) that it is a responsibility of each of 294 the 1414 Club Presidents (.) I made it a matter for decision at the management level of each club (.) 295 this way I wanted to sensitize them (.) however the result and outcome of it was poor. 296 Y1: What is the legacy of this program? 297 Am: Nothing (.) without being under any illusions. you know (.) I was realistic and never thought it would 298 change suddenly (.) but the intention of the message was that nobody could say afterwards that the 299 SFA didn't ever take this issue into account. 300 Y1: Did the SFA ever follow up on this issue? Can it be linked to the EURO 2008? 301 Am: No, there is no link to the EURO 2008. It has to do with the problem itself. 302 Y1: The SFA organized side events during the EURO 2008. was there a potential to merge these projects 303 together with UEFA and the public authority of Switzerland? 304 Am: Well (.) this is again very simple. UEFA has other priorities. the public authority however always 305 wanted to take advantage of us (.) but we didn't like this. 306 Y1: Why?

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307 Am: Because (.) this was the only opportunity for us to make our presence and role as the SFA more felt 308 and more visible (.) like I said in my intro (.) with regards to the organization of the EURO 2008 we 309 were basically just accountable for safety and security and the stadiums. and therefore (.) I think I 310 may say at this juncture with all due modesty that the idea of these projects was my invention. You 311 know (.) for the implementation the former General Secretary played an important role (.) without him 312 and everybody involved in these projects it would have never been such a success. and the matter 313 about the brand Play Football Switzerland (.) I gave all the inputs and requirements to create and 314 develop such a brand. and I am convinced and happy that we realized this. 315 Y1: You said, the SFA had to make the decision of its presence in order to be more felt and more visible. 316 Am: Yes (.) that we will be recognized (.) will be recognized. 317 Y1: Well in terms of corporate governance could you explain to me more why the SFA needed such a 318 profiling? 319 Am: Because (.) it was the original intention of the bidding requirements during the bidding process that 320 we as the SFA were supposed to set up an organizing committee and these policies were changed 321 by UEFA after their experience at the EURO 2004 in Portugal. I am not saying that this was bad idea. 322 Y1: You said that the interest of the public authority to somehow merge certain side events together with 323 SFA was there. What happened? 324 Am: Yes of course they wanted it (.) but didn't want to financially contribute enough (.) they just wanted to 325 take part of it (.) no, the Federal Office for Sport wanted to tell us how we should to it (.) for instance 326 äh (.) ‘Fussball macht Schule’ (football in schools) which was one of these project (.) they wanted to 327 tell us how to realize such a project (.) but we knew better how to do it. 328 Y1: They then realized the Euroschools project. 329 Am: Yes, exactly. 330 Y1: Were there any conflicts of interest? 331 Am: You know (.) äh (2s) you know this is how it is (.) everybody thinks they are more important than the 332 others. 333 Y1: I just believe that the potentials were not used. 334 Am: You could also ask me something else, which you 335 haven't done so far. Why we didn't do it together with the Austrian Football Federation? This from my 336 perspective should be the question to ask. 337 Y1: Why? 338 Am: I am going to answer you (.) it is very simple (.) they made 339 things too complicated and saw certain aspects more different than we did (.) however, we decided to 340 improve the communication between each other which in fact didn't work as well as we believed 341 because they didn't tell us about their projects …. these are the reasons why we didn't collaborate 342 with the Austrian Football Federation. I kept saying the following about the Austrian Football 343 Federation (.) we were fortunate having had the opportunity to run a double-candidacy together with 344 Austria (.) because we would never have been able to run it alone (.) Switzerland is just too small. 345 and fortunately our Partner was Austria and not one of our big neighbors as the strengths of 346 relationship between Switzerland and Austria is more or less equal (.) we both speak the German 347 language and we have more or less the same lifestyle. we understood each other perfectly (.) 348 however they must have thought from us that we were …. 349 Y1: Ok. this provides some explanation on the direction to CSR and now I would like to make the link to 350 corporate governance, even though some of your explanations already touched some of these 351 aspects. I am further referring to some statements derived from Müller et al., 2010, 512-513, that are 352 "Managementansatz kann übernommen werden und weiterentwickelt werden" or "Delegierter des 353 Bundesrats stellte hohe Priorität des Dossiers sicher". (Management approach to be adopted and to 354 be further developed.) (Federal Council delegate ensured the high priority of the dossier.). 355 Am: Yes I agree and would like to add that having found a Federal Council delegate for the EURO 2008 356 was a rare stroke. we always spoke of a Mister EURO 2008 (.) you know (.) and (.) I was always 357 against it. because of the names (.) you know. and then I heard through my many contacts that the 358 Federal Council contacted his delegate (.) who I didn't know personally. however, 359 the Federal Council asked me what I thought about his proposal as the 360 Swiss Federal Council delegate for the EURO 2008 (.) and I responded to him that this was a great 361 choice that he should go ahead and that I completely agreed (.) fortunately he did it. and we then 362 quickly realized that this person was used to dealing with such huge projects. 363 Y1: What exactly changed? 364 Am: It was an important change for the representatives of the public authority in terms of leadership and 365 so forth. 366 Y1: What where the challenges of demonstrating true corporate governance from the candidacy phase 367 through the post event phase (2002-2008)? Here I would like to refer to an article of the Journal 368 Tagesanzeiger dated 29.7.2004 ‘Kampf um die Macht’ (struggle for power) with regards to the 369 ‘Spuckaffäre’ (Spit scandal) during the EURO 2004 in Portugal. I think it is good example of crisis 370 management and a good example of good governance in terms of leadership, communication and 371 management. the SFA however did manage successfully to organize the EURO 2008 and 372 demonstrated the excellent co-operation with the national political authorities. can you further explain

Appendix 7: Transcripts of expert interviews – Nr. 1-7 249

373 by giving some details? 374 Am: Firstly (.) Hardturm or Letzigrund (.) this was not a crisis (.) this is part of the project. however the 375 ‘Spuckaffäre’ has nothing to do with the EURO 2008 (.) it was a ridiculous affair (.) which seemed to 376 run by its own laws (.) and above all it was further fuelled from certain people who wanted to oust me 377 as President (.) but they failed. however äh (.) this affair didn't affect that much (.) well, once the 378 situation calmed down the issue about the letter from the former President of UEFA where he 379 threatened the SFA and the Austrian Football Federation to withdraw the EURO 2008 (.) which has 380 then finally been rectified by UEFA @(.)@. All in all (.) in such a project whatever we experienced has 381 its normal nature and everything worked out exceptionally well. 382 Y1: Can you explain in terms of good governance how you dealt with this pressure? 383 Am: Well (.) the pressure was not (.) ok (.) at the ‘Spuckaffäre’ a certain pressure was there yes (.) but 384 when you read the newspapers when I said if something like this happens you have to hide yourself 385 in a trench put on your steel helmet and then you wait until the bombardment is over and you jump 386 out of the trench (.) and that's how it is (.) such a barrage you have to be able to face in this position 387 (.) all in all (.) it was a lot of work äh (.) a big responsibility but also a great experience (.) and nothing 388 actually happened sustainably. 389 Y1: Is it an example of good practice to see, wait and retreat? or is it better to stand up and be 390 transparent? 391 Am: This was a special case as It was against me (.) at least from my perspective (2s) and if the media is 392 constantly negative that leaves a lasting mark on the spirit of our population (.) because everybody 393 writes the in the same negative way (.) and in such situation you can tell the truth but it doesn't help at 394 all (.) as nobody would even listen to you (.) you need to be patient and you must wait until the matter 395 has been talked to death (.) but ok (.) there is still the ‘Spuckaffäre’ which is linked with a former 396 player of the Swiss National Team but also with me. And now (.) the other issue (.) to stand up (.) to 397 present yourself (.) and talk (.) and explain (.) this you have to do of course when we talk about a 398 situation of crisis (.) for the EURO 2008 this was done the first time and I was the driving force (.) 399 effectively we wrote a contingency plan and discussed this with UEFA and the public authority and 400 prepared ourselves as to how to communicate and who will communicate. 401 Y1: My last question on this subject referred to the article at the NZZ ‘Am Ende einer bewegten Ära’ (at 402 the end of an eventful era) from 11.6.2009 where you talked about the dictation of UEFA and where I 403 made the link to corporate governance, then you talked about crisis management where I made the 404 link to the ‘Spuckaffäre’ and you talked about know-how transfer. can you explain more? Is there a 405 sustainable effect from the EURO 2008? what is your legacy? 406 Am: Ok (.) well my legacy (.) you always have to be careful (.) I would say and may be it does not answer 407 your question (.) I left an SFA which functions much better (2s) and which is much better prepared 408 and directed to the future, even though the standards set by my predecessor were already on a high 409 level, when I took over as President. And it is important to add that my predecessor laid the 410 cornerstone for this success. Therefore this is to sum up what I would call my legacy for the football in 411 Switzerland (---) But in relation to the EURO 2008 412 (6s) 413 Am: and corporate governance I would say äh (2s) in order to be (2s) successfully in the position where I 414 was (---) for this you need a back bag with know-how (3s) and a lot of experience. 415 (6s) 416 Am: You need (3s) experience (---) a long experience in leadership of people (.) and demanding projects 417 (---) and then it needs the necessary movements (2s) in order to be able to make the link with all 418 these criteria. 419 Y1: Ok. Are UEFA's rules and policies considered to be an example of good governance? 420 Am: Well, we could read a lot about this issue that the EURO 2008 stood under the diktat of UEFA. but 421 this isn't the truth (.) all the approaches by UEFA for this mega event were necessary (.) if UEFA 422 didn't do it they way how they did (.) such a mega event would not be able to organize with success 423 like they have been doing it for years now. and if you cannot accept their policies (.) you should better 424 not run a candidacy. 425 Y1: Referring to the book of Benedikt Weibel where he wrote „Wir haben in unserem 426 Kommunikationskonzept für die Euro 2008 den Europäischen Fussballverband Uefa als 427 Stolperstein bezeichnet, sehr zum Unwillen dieser Organisation. Tatsächlich hat uns diese 428 Problematik während der ganzen Vorbereitung grosse Mühe bereitet" (We have described 429 UEFA as an obstacle in our communication concept for the UEFA European Football 430 Championship 2008, very much to the irritation of this organization. As a matter of fact this 431 issue was causing great difficulties during the entire preparation.) (Weibel, B. 2011, 184). and 432 then secondly in Müller et al., 2010, 19-20 and 553, where it is stated in their final conclusion under 433 inferences that "Unbehagen wurde bezüglich der Fremdbestimmung durch die starken Player im 434 Netzwerk des sportlichen Mega events offensichtlich: Trotz detailliertem Organisationshandbuch und 435 klaren Vereinbarungen hatte die UEFA respektive die Euro 2008 SA mit ihren Anliegen in der 436 öffentlichen Meinung einen schweren Stand." (Uneasiness in terms of the heteronomy through the 437 strong players within the network of mega sporting events became apparent. Despite the detailed 438 organization handbooks and clear agreements the requirements of UEFA respectively UEFA Euro

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439 2008 SA created difficulties in the public opinion.) 440 Am: Referring to Professor Müller I do not agree (.) this is a theoretical statement or conclusion. Referring 441 to Benedikt Weibel I notice that what he describes is based on his experience (2s) but (---) I would 442 like to know what he means with ‘Stolperstein’ (obstacle) (.) if he means that UEFA often did not 443 respect the given facts in our country (.) then I agree with him (.) but (.) UEFA doesn't comply with 444 Switzerland (.) it is vice versa. 445 Y1: Martin Kallen stated that UEFA considers itself or herself as a guest because it is not in the position to 446 rule a country (cf. transcript Martin Kallen, line 393). 447 Am: Yes. the sun is not revolving around the earth; the earth goes around the sun. and äh (.) it needs right 448 aspects (.) it was an unpleasant situation (.) of course (.) this obstacle required a good communication 449 flow (.) and I have to admit (.) and I can prove that we always found a solution for any of the issues (.) 450 and this is the crucial point. but the statement of Professor Müller (.) well (.) writing books ok (.) but he 451 is also one of the only scientist who is a true expert in this subject. You know (.) they are all critical 452 against FIFA (.) and they are all critical against UEFA (.) they cannot get the coins and keep the 453 bread. 454 Y1: "Insgesamt wurde auch bezüglich der möglichen längerfristigen Wirkungen einiges erreicht, doch 455 muss man sich die Frage gefallen lassen, ob wirklich alle Chancen, die ein derartiger Megaevent 456 eröffnet, genutzt wurden". (All in all a lot was achieved in terms of possible long-term effects, but we 457 have to allow ourselves the question whether the opportunities and chances, which such a mega 458 event offers, were used) (Müller et al., 2010, 555). What is your opinion? 459 Am: Ok (.) I do not understand this approach (.) this is an unreasonable statement or question. of course 460 were not all opportunities seized (.) but (.) what about the practicability (.) which was almost affecting 461 and overwhelming us (.) then the cost would be even higher (.) that’s why there is no room for such 462 theories (.) and UEFA or FIFA (.) they do not pay it (.) no, of course we didn't seize all opportunities 463 but according to what we were able to do we achieved (.) and last but not least äh (.) there is not 464 much sustainability which can really be linked directly with the EURO 2008 @(.)@ but this argument 465 is not necessarily against this project because we must not forget that for months (.) no for weeks 466 Switzerland and Austria were worldwide in the Media and Press. this is worth a mint (.) even if there is 467 no sustainability but it was definitely worth the effort. 468 Y1: While reflecting the main research question, what is your personal interpretation of possible ways 469 corporate governance, policies and CSR helped on creating a legacy for the EURO 2008? 470 (6s) 471 Am: In terms of sustainability zero (.) zero (.) because as I already said in the beginning with what I 472 understand about legacy (.) and if after a generation people change the wheel will be re-invented. and 473 we do not know how the political constellation in Switzerland will look (.) we do not know what will be 474 the situation with UEFA (.) we don't know anything about what will happen in twenty years (.) we don't 475 know what the future will tell us. such projects worldwide are only feasible if you have a good 476 networking (.) the candidacy for the Winter Olympics in Sion 2006 failed due to a misinterpretation of 477 the networking (.) this is a fact. And we were awarded the EURO 2008 and this is only because we 478 already had in place a good networking. Without the ‘Hausmacht’ (.) I mean the UEFA EXCO (.) 479 Spain, France, Germany, Luxembourg and one Swiss on the committee who also helped a lot (.) we 480 would have never been awarded for such a mega event (.) a key leader of course was the current 481 President of UEFA together with the former Member of the UEFA EXCO from Germany (…) therefore 482 I am of the opinion to be careful with the word legacy as I cannot influence it (.) but without a network 483 or if you want nepotism it doesn't work. 484 Y1: Thank you very much, Ralph, for the interesting, constructive and transparent talk …. 485 End

Interview Nr. 7 Interviewee: Benedikt Weibel (Am) Date: September 7, 2011 File-Name: 110907_007_Weibel.mp3 Time: 2hours 2minutes 3seconds Transcription: Pierre Lienhard (Y1) 1 Y1: Can you explain how the idea of having a EURO in Switzerland was created? 2 Am: Äh (.) to this question you already asked more competent people than me (.) you must know, I 3 was only involved in this project mentally in the beginning of 2006 (.) in February 2006, the 4 organization of the UEFA EURO Football Championship 2008 had already started (.) äh, and as 5 you have already interviewed Ralph Zloczower (.) I guess he was already able to give you more 6 concrete information. however I would say that he was the one who initiated this project (.) I am in 7 a way happy that I was not involved as there was this major obstacle within this project, which


8 was the act of parliament in the year 2002, which was about the approval of the 3.5 million Swiss 9 francs credit. and here I must frankly say that nobody could really have expected running such a 10 project for his amount. you know at the end it was about 65 Million (.) yes I am convinced that this 11 was the cheapest mega-event that was ever conducted in the past. of course the financial 12 contribution to the cantons and communities must be added too but even then we reached may 13 be a total of 130 Million and äh (.) yes I was not involved, and by the time I started in my function 14 as Federal Council delegate, there was just the 2005 submission regarding increasing this 3.5 15 Million credit to 82.5 Million, which was 23 times that (.) therefore we had exactly a situation 16 where the Parliament knew there was no other way to approve this in order not to fail. and äh (.) 17 you know such a process, which was very well stated and explained in our final report, äh such a 18 project in a federalist direct democracy where you have a certain risk until the end that anything 19 could be denied on a cantonal referendum, but on the other hand the President of the Federal 20 Council just signed all guarantees. we were really very lucky. however, how the idea came up to 21 have a EURO 2008 in Switzerland, I do not know in detail. 22 Y1: Ok. what objectives and guarantees did the host association Switzerland make in their bid and 23 did they touch on any aspect of sustainability? 24 Am: Ok to the first question, this too was not my area and I am sure you have the answers from 25 others. and to the second question the same. for me when I started with my function (.) the past 26 was not my priority (.) I put my focus on the present, and sustainability was of course a theme 27 because this was an important project, and in this sense there was already a sustainable concept, 28 which was then also the document we always referred to. however was very much involved in the 29 2005 submission and therefore what was previously decided was not interesting for me. and as I 30 only had one and a half year to prepare this project, which was by the way not that much time, my 31 focus was in fact on project organization. my (.) my mega-sporting event background was the 32 experience gained from the FIFA World Cup 2006. 33 Y1: In your book (Weibel, 2011, 19) you explain strategic objectives in the areas of market, financing, 34 influence potential, and reputation. where do you classify sustainability? 35 Am: Sustainability is, from my point of view, not a strategic objective – it is a boundary condition. I do 36 not organize such a mega event for sustainability. such an event is per definition not sustainable 37 at all (.) I make a clear point here. such a mega event has to be implemented with minimum 38 consequences. I think, by the way, that sustainability in this context is not the right definition. I 39 prefer the definition legacy, as this is more precise. you know, you cannot organize such a mega 40 event and have the perception „this is sustainable“; you know, for me the term of sustainability is 41 about crossing generations. 42 Y1: Can you explain then how you differentiate between sustainability and legacy? 43 Am: Well, from my point of view, it is legitimate as a boundary condition that such a mega event is 44 organized and implemented in a most ecological way (.) to me this is the key fact. but when I am 45 asked today what I think is the legacy of the EURO 2008, then I can only answer that in Berne we 46 will still go into raptures in 20 years about this event. we showed what we can do (.) well this is 47 not necessarily (.) to me by the way there was one thing (.) we had two strategic objectives. first, 48 we wanted to organize fifteen perfect organized matches and secondly, we wanted a happy and 49 carefree festival. and this we have achieved. And for me, if anything can be described as legacy, 50 it is that it is possible to organize a completely peaceful festival of euphoria and no aggression 51 with an incredible mass [of people]. this is what we remember. you know, this has nothing to do 52 with sustainability. I do not like the inflationary use of this term. it is an illusion to think that you 53 can influence the economics with such a mega event. with regard to sport I only consider two 54 instances of mega events to be sustainable. first is Germany when they became World 55 Champion in 1954 and took after World War two (WW II) this opportunity to such net positioning 56 with ‘Das Wunder von Bern’ (the wonder of Berne) which was unbelievable (.) and in 2006 during 57 the World Cup, where Germany was successful in changing their image significantly …. 58 Y1: What do you consider to be the legacy for the EURO 2008? 59 Am: We could increase our image in Switzerland significantly. and here I must add (.) it would have 60 been, may be sustainable if Switzerland had continued to take it on and keep bringing it further 61 …. I could have imagined (.) which was, by the way, the objective of the Federal Council (.) this 62 security composite, which existed for the first time, you know (.) in our country with federalist 63 policy structure, (.) for the first time, there was a police network throughout Switzerland, and for 64 the Federal Council it was important to implement this structure sustainably into a normal status. 65 but with the retirement of Samuel Schmid, it is a fact that his successor did not continue with this 66 project. And this is exactly a good example of a chance we missed. I am convinced that with the 67 former Federal Council, this project would have been sustainably implemented. and secondly, for 68 me the biggest pleasure is still that we were able to position ourselves significantly in Switzerland. 69 however, this passion and joy should have been used for further development, which on my 70 opinion is not the case. 71 Y1: This security network you were mentioning is interesting. would it have an impact on the current 72 situation we face now with the issue of violence in football? 73 Am: No. from my point of view, this has nothing to do with a societal problem but an issue in football

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74 and about football. and as long this is not accepted, no change can be expected. the security 75 network is a missed chance of taking things further (.) especially with regards to the cross- 76 regional relationship in Switzerland. I would say there is one point which allowed us to be in a 77 position to handle the EURO 2008, which was that we learned from the cross-regional concept of 78 the WEF (World Economic Forum). thanks to the WEF, we benefited a lot in facing the issue with 79 a federal structured police system in Switzerland. the WEF was one way the initiative having 80 achieved a safe EURO 2008. through the security network, we were able to build up an 81 organization throughout Switzerland via the cantonal police corps. and it is a shame that this idea 82 of having a security network with a cross-regional and national character has not been further 83 developed in terms of strengthening this management for any potential crisis in the future. so the 84 legacy for the EURO 2008 was the incredible euphoria it produced, (.) it was a positive kick we 85 took out of this event especially thanks to the Oranje effect. this host concept made me very 86 happy and was a success. however, I miss the sustainable approach, as this concept has not 87 been further developed (.) unfortunately we missed this chance. 88 Y1: Do you therefore think that Swiss Tourism failed with this regard? 89 Am: Yes. the impulse delivered through the EURO 2008 has not been taken further. 90 Y1: With regard to the structure of the organization of the EURO 2008 UEFA brought in its experience 91 gained at the EURO 2004 in Portugal and took the concept of the UEFA EURO 2008 SA further. 92 this was a significant change in the organization, structure and responsibility for the SFA and the 93 Swiss Government. what is your opinion? 94 Am: Personally I think that the UEFA EURO 2008 SA was an absolute stroke of luck for Switzerland. I 95 was inspired about this organization. it was a model for UEFA, having a professional project 96 organization (.), which of course was a leading organization. from a professional point of view, I 97 was positively surprised. UEFA as an institution, however, caused us many problems and it was 98 not easy for us, so we were happy to deal directly with the EURO 2008 SA. and I must say that 99 the Swiss FA would never have been able to take over the role of the UEFA EURO 2008 SA 100 otherwise. thus the change of this organizational structure was essential to the success of this 101 event. and the stupidity of this here is that there is no legacy, (.) as we all know UEFA did change 102 the structure completely (.) and for me it is clear that the COO had too much power, too much 103 presence and communication platforms, from the perspective of some people. I appreciated the 104 autonomy the UEFA EURO 2008 SA had and regret that this change in structure happened. 105 Y1: Referring to an Interview you gave at Rundschau (TV talk) from 27.2.2008 106 Am: yes this was the 107 unforgettable Rundschau talk. 108 Y1: And you said: “I ask myself why the Federal Council decided to conduct EURO 2008 in 109 Switzerland. for Austria, it was the biggest event since the Congress in Vienna in 1815 and the 110 issue was that you were faced with issues and questions, which didn't need to be pointed out as 111 the guarantees were signed and these were the facts. 112 Am: Well, this is now another issue. this interview was related to the attitude of the Swiss media in the 113 run-up to the event. this was something I could not imagine, that such a negative approach was 114 ever possible. 115 Y1: I was impressed by your statement. 116 Am: Well, you know, I was confronted with questions I believed should have been handled in 2002. 117 this interview was three months before the kick-off. however, it later proved that, from the first 118 day the competition started, the switch was recognized. and you know, I was asked so many 119 times when we would bring the euphoria, and I kept responding that the euphoria would start on 120 June 7 - which was indeed the case. this Rundschau-Interview was to me a negative campaign. 121 after this interview, I got the impression the media somehow realized that a change of this 122 negative approach would be necessary …. 123 Y1: Were the expectations too high? 124 Am: Fact is äh (.) you know, such public authority projects relating to business plans is unusual (.) and 125 I must say, I am very proud about our final report we reflected self-critically …. you know, 126 realistically it is genius that football successfully implemented a business model paid through 127 public authority (tax money) where all the benefits go back to football. and this was the main 128 subject in the communication. it is unbelievable that the public authorities can make such 129 commitments in general for mega sporting events (.) maybe for the Olympics, but it is different in 130 football (.) this to me can be questioned …. finally, I must say the reason for such commitment 131 is most probably prestige. 132 Y1: Professor Müller stated Switzerland and its population demonstrated the ability to organize such a 133 mega-event. was it ever a question for Switzerland to prove such a ability? 134 Am: @(.)@ no, and I never had written it this way. I would rather have said that Switzerland proved 135 that the EURO 2008 was experienced with passion and joy, and that Switzerland was a fantastic 136 host(.) this was also my final message at the last press conference. 137 Y1: Who brought up the need for sustainability, who led the debates. and what were the obstacles? 138 why was the sustainability concept only developed in 2007? who was the leader from the public 139 authority?


140 Am: I do not know. when I started, the concept was already in the development phase. 141 Y1: Because in the message of the Federal Council. there was nothing written about sustainability. 142 Am: Yes, this is correct, as it does not belong in there. the (.) the term is about the collateral impacts 143 you know (.) and this has to be addressed in a separate concept …. 144 Y1: In the news from 20.11.08 you stated self-critically: the connection to football and culture this by 145 way not work out. fans don't want a nouvelle cuisine … can you explain? 146 Am: Ok,(.) it is clear (.) to me such events are made up with peculiar items (.) there was good 147 Insight (.) the football fan is culinary limited, he doesn't want anything other than a ‘sausage’ (.) 148 the biggest mistakes we have experienced (.) to me you know (.) it is something we should have 149 known (.) I mean for example the public viewing in Bubikon (.) unbelievable (.) an arena for 150 approx. 10'000 people, they had daily cultural and VIP program with best hospitality (.) but nobody 151 went there (.) to me incomprehensible. we have to be realistic (.) there is only one fan mentality, 152 they want to see good football (.) there is no need for specially organized, for instance, camping 153 grounds (.) the only people using these are the Dutch fans …. for fans, a forecast is not 154 feasible (.) you have to anticipate and make scenarios …. therefore my statement is self- 155 explanatory (.) we do not need this connection between football and culture …. 156 Y1: Was the written and unwritten policy strong enough to establish an equal opportunity in people's 157 consciousness? 158 Am: We have had from the very beginning a crucial problem, [which is] (.) the image of UEFA, (.) no 159 question. and the behavior of UEFA has intensified it. we had two issues (.) one was the tax 160 issue for players (.) the other one was the public viewings. (.) especially after the World Cup 2006 161 it degenerated in discussions (.) which beer they could drink and so forth, (.), which was to 162 me grotesque (.) and UEFA did not approach such issues very well (.) and was sometimes unfair 163 and overreacted. you know, equal opportunity did not exist because if one sponsor already paid x 164 millions, he had paid and the other did not (.) today there is no event without sponsorship behind 165 it …. 166 Y1: What is your solution? 167 Am: I think this issue cannot be solved as long as the public authority puts so much money into such 168 an event. this for me is the main issue (.) you know (.) that there is the impression that the public 169 authority automatically pays, (.) but it is a business plan of UEFA (.) they do it wisely because as 170 long as they have the interest from the countries, they can use it. 171 Y1: But at the end it was the SFA who wanted this EURO 2008? 172 Am: You know, this is the model. the division of tasks was clear from the moment the guarantees 173 were signed and therefore (.) like I mentioned before, it is unproductive to discuss it as long as it 174 functions …. 175 Y1: In what way did the Swiss government endeavor to support the EURO 2008? 176 Am: Ok (.) the EURO was primarily led by the Federal Department of Defense, Civil Protection and 177 Sports (VBS) (.) and its Federal Council. he, from my perspective, provided tremendous support 178 for this EURO 2008. I, in my position, always had direct contact with him and he anticipated our 179 issues and took care of them well. for me, the most important fact was that we were able to 180 conduct a meeting every two weeks together with the President of the Swiss FA, which was from 181 the management perspective key and very efficient …. to me it was very important to have a 182 Federal Council who made clear and prompt decisions for this project - which from a political point 183 of view is not self-evident, and as a matter of fact, sometimes led to follow ups and further 184 explanation to the Parliament. 185 Y1: You stated in your book "Hätte das Parlament 2002 einen Kredit von 82.5 Millionen genehmigt? 186 Das kann man bezweifeln" (Would the parliament have agreed in 2002 on a credit of 82.5 million? 187 It can be doubted). 188 Am: This is exactly the business plan I mentioned (.) you know. 189 Y1: Do you think it is a political calculus? 190 Am: I don't know (.) I can give you the example of building a tunnel (.) where you have to make the 191 best possible calculation and then you have to double it (.) empirically, it is clear that such 192 business plans exist (.) and I really do not know how the 3.5 Million could have been approved. 193 Y1: Who is responsible for such decisions? 194 Am: Formally, to me it is clear it is (.) the parliament. but I have to admit, that(.) a factor of 23 is a lot (.) 195 and the Federal Council told me explicitly that I had to stick to this budget (.) no matter what (.) at 196 the end, we closed the account at 65 Million, which was somehow a successful experience too. 197 of course, we did not have any major incidents in safety and security. that was the luck from our 198 hard work. you know (.) the problem was something else. (.) the former Federal Council signed a 199 guarantee about a product he and the parliament were not able to deliver (.) I am talking about 200 safety and security, as this responsibility lies with the cantons. (.) that was the problem, (.) and 201 then you know (.) there is another thing. (.) It was not the state that paid for everything (.) the 202 state paid about half, (.) the other half was paid by the host cities and other cities (.) and (.) and 203 this guarantee was given without asking the cantons (.) and if these cantons had been asked, that 204 would not have been feasible at all (.) Therefore (.) I think (.) we have an enormous federalist

254 Appendices

205 risk, as there was no referendum in the cantons and cities (.) and äh (.) you asked me who was 206 responsible; (.) from my perspective, it is always the one who signs. 207 Y1: The parliament therefore gave the authorization to sign this guarantee? 208 Am: Yes. and I am not sure if these guarantees are really legally binding (.) if you do business , there 209 is one word you barely ever mention (.) and this is the word guarantee. and this would have been 210 interesting to see, whether these guarantees were part of the message of the Federal Council. it 211 may be yes, but written in other words. you know (.) when I think about what exactly was signed 212 in 2002, this was an unbelievable risk. 213 Y1: On page 79 in your book you mention your function as delegate of the Federal Council. would 214 you recommend this position for future events? 215 Am: If I think about the Olympic candidacy for 2022 (.) I would definitely recommend it, yes. this is for 216 a different reason, (.) I am just mentioning this (.) there is also a rule, which in many ways is not 217 followed (.) the project leader must not be directly in line within the organization structure 218 And it is clear (.) this function existed before [for] (.) it was the director of the federal Department 219 of Sport [who was] responsible (.) and this was a problem, as his primary function is to lead the 220 department (.) whereas I was in my function responsible for the EURO 2008. now we could say 221 the project leader was Andreas Schär (.) but he was more the project leader on the operational 222 side. you know (.) there is a) the demand for professional project management and b) the need 223 for such a mega event to have a face you know (.) äh (.) I refer to Rundschau and so forth (.) 224 there needs to be somebody who is recognized in public for such a project. and äh (.) and this is 225 the reason such a function is an obligation. 226 Y1: In your book you speak about public affairs on page 192/193: "Die wichtigste Voraussetzung ist 227 das politische System auf allen Ebenen zu verstehen"(the most important prerequisite is to 228 understand the political system on all levels). can you explain? are political relationships 229 important for the leaders for such a project? 230 Am: I do not expect from the football side that they comply . but for the delegate of the Federal 231 Council it is another approach. do you know the term ‘heterarchy’? 232 Y1: No. 233 Am: This term is relatively unknown, even though it is an old term. well (.) there is hierarchy and the 234 contrary is anarchy (.) hierarchy, to briefly explain: (.) imagine the triangle (.) in anarchy, 235 structures are not accepted, (.) and heterarchy is the partnership of equal organizations …. and 236 the Euro organization was a heterarchic one … and at Euro the leadership said ‘per consent’ 237 (.) for instance, there was the political committee under the lead of the Federal Council …. and 238 I realized that I needed to build up a good relation with the project leader of the host city for issues 239 related to them, and if I had a football related issue . I met with the President of the SFA. but now 240 the delegate of the Federal Council needs to exactly now how the political side operates, and my 241 advantage was that I knew everybody from my former position as CEO. I knew the parliament, the 242 cantons, the cities, you know (.) I knew exactly how everybody functioned and this was my 243 advantage. and believe me, and this is sometimes frightening, but often CEO's do not have any 244 clue about politics and what is going on back stage. but from the football side, these kind of 245 relations are not requested …. 246 Y1: Martin Kallen also stated that UEFA is the guest and that UEFA cannot rule a country. do you 247 think the Swiss Government should have been more involved in the entire process of the EURO 248 2008 from the beginning to the end? 249 Am: I believe transparency is the solution. this way, the parliament can say yes or no to concrete 250 issues and many discussions can be avoided. and in project management there is the need for a 251 solid basis of decision, which was not the case …. what I can say, and this for sure, is there is 252 no model on written or unwritten policies you can just copy and paste, (.) but I can say that the 253 Swiss political model is the most complicated one compared to other countries in Europe (.) you 254 know (.) unless you have a political instability, (.) then of course it is different, (.) but under 255 ‘normal’ conditions …. you know, apart from the Olympic games, (.) although even these are 256 not public events (.) and the winter games are not by far (.) for Switzerland, the EURO 2008 was 257 the biggest event of the past and the future. 258 Y1: You mentioned the benedict rules in your book. can you explain? 259 Am: This context came into my mind as a coincidence (…) my new book I am writing has the title ‘Mir 260 Nach’ (follow me). this is the shortest and clearest leader instruction (.) and it is about the history 261 of leadership form the benedict rules until today. the first chapter is leadership in church, then 262 comes the benedict rule …. for me the most important aspect of leadership is expertise …. I 263 do not believe that rules help, (.) there are two situations: (.) the normal and the abnormal (.) in 264 the latter one, leadership needs authority …. I think the benedict rules are still outstanding. 265 […]. 266 Y1: Have the broader objectives of hosting the EURO 2008 been achieved? 267 Am: Our integral goals were achieved. I used to say that we had two objectives (.) strategy, I mean a 268 well organized event, and the second one was to be a fantastic host. 269 Y1: If I understood you correctly you are not referring to the sustainability concept?


270 Am: No, these were my strategic objectives that I communicated internally when I started in 2007 with 271 the change in leadership and governance. regarding objectives for the sustainability concept, I 272 would refer to the final report of the EURO 2008 to the Federal Council. 273 Y1: How are specific approaches regarding CSR approved? how did the Swiss Government evaluate 274 in terms of legacy its impact and were such impacts aligned with the broader objectives within the 275 society? could the different projects organized by UEFA, the SFA and the Swiss Government 276 have been merged? what is your opinion? Can you explain? 277 Am: When I am honest with you (.) I think all these events were not what anybody could have 278 expected (.) what would have happened if these projects did not take place, (.) from my 279 perspective, (.) nothing. first of all, we had other tasks to fulfill in our project: taxes, (.) security, 280 and infrastructure and transport were central to our duties, (.) and then we had 2-3 voluntary 281 projects (.) Marketing Switzerland with its host concept was the most important (.) and then all the 282 rest (.) I don't remember everything (.) fan projects and so forth (.) which was a good project. but 283 for instance what would have happened if the SFA did not run its projects under the brand ‘play 284 football Switzerland’? 285 Y1: The former president of the SFA said, that for the SFA these projects were an important platform 286 from a strategic point of view. could you imagine having merged certain projects? 287 Am: No, the impact was low (.) with the EUROSCHOOL project, we did not even have enough 288 schools … for example, the UEFA respect campaign was ok (.) but I think all in all, a lot of 289 money could have been saved. a concentrated action within Switzerland may have produced an 290 impact (.) I don't know (.) I am in general rather pessimistic about such activities (.) and the SFA 291 would have had many opportunities to use more of its potential … but since the crisis 292 ‘Spuckaffäre’ (spit affair) in 2004, the SFA did not lose its bad image within society. until the 293 particular player retired a few months ago, it may change …. communication is key and if this is 294 not accepted by society, you cannot compensate with social-side activities …. there is always a 295 possibility to break the ‘trend’ …. 296 Y1: Are the UEFA rules and policies an example of good governance? 297 Am: I cannot judge as I do not know them. 298 Y1: You described UEFA as a ‘Stolperstein’ (obstacle) in your communication concept. can you 299 explain why? 300 Am: The entire requirement did confirm (.) the UEFA problem was always central in public 301 discussions. UEFA should become more image conscious. you cannot build image artificially, 302 and as long as you get the impression that UEFA doesn't care about image, nothing will change. 303 however, the collaboration with Euro 2008 SA was outstanding. 304 Y1: What is your personal interpretation of possible ways corporate governance, policies and CSR 305 helped create a legacy for the EURO 2008? 306 Am: (8s) 307 Am: I think (.) looking back (.) I think (.) what is important is daily business, (.) and that it is to be taken 308 as a note that image, which is the brand and the reputation of a company such as UEFA, plays an 309 important role (.) and sorry, but UEFA is an institution with a bad reputation (.) period. and this 310 was a issue. (.) and this they cannot change with policies (.) and this they cannot change with 311 CSR either. (.) this can only be changed through action (.) and thus UEFA has to change its 312 approach towards society and the public (.) but as long as this ‘mecano’ for UEFA functions, 313 which means the public authority keeps paying for all these events and UEFA keeps the profit (.) 314 they do not even communicate properly the message that this ‘profit’ is further distributed, (.) you 315 know (.) I often mentioned during the EURO 2008 that UEFA is a non-profit organization, (.) and 316 the response was laughter (.) but they are virtually such an organization (.) you know (.) I further 317 believe UEFA should reflect fundamentally its communication style and politics (.) UEFA should 318 ask themselves how they want to be positioned and how they are perceived by society (.) the 319 approach should be (.) and you know (.) mission statements, policies and so forth, this doesn't 320 help (.) and communication politics only helps if it is reflected in action (.) you know, we all know 321 image can be destroyed within seconds but re-building it is very difficult (.) I must say (.) UEFA 322 has one trump (.) UEFA has a president with a good reputation, from my perspective, (.) but 323 my opinion is that UEFA doesn't have a good image and reputation. UEFA, from my perspective, 324 and comparing it to FIFA, is with its current president in the position to most likely change this 325 situation. 326 Y1: Which leads me back to corporate governance. Martin Kallen and Patrick Gasser from UEFA 327 stated, if the President, the General Secretary and the EXCO stand behind a certain idea (.) the 328 communication flow is perfect. 329 Am: Well, this is the fact in every institution. 330 Y1: Thank you very much for this interesting and open talk. 331 Am: You are very welcome.