2014 FIFA World Cup Brazil FIFA Fan Fest Host Cities Workshop

25 - 26 January 2012, Recife

Project Team

Agenda Jean-Franois Pathy Group Leader Strategic Projects

General Status
1st Host City workshop hosted in Belo Horizonte in April 2011 2 Info packs already distributed 12 Site Visits conducted FIFA Fan Fest Event Manual completed Roles of key stakeholders defined 2nd Host City Workshop being hosted in Recife in January 2012

Site Visits

Site Visits Overview

Each Host City established a list of proposed FIFA Fan Fest sites All proposed sites were visited between October and December 2011. Focus on key site criteria:
Iconic location Easily accessible Sufficiently large A proven venue for Public Events Available for the duration of the Tournament Easily evacuated Easily accessible for large vehicules

Site Visits Overview

RIO DE JANEIRO Oct. 26th Copacabana Beach Sambodromo

Site Visits Overview

BELO HORIZONTE Oct.27th Praca da Estacao Expominas Parque des Mangabeiras

Site Visits Overview

BRASILIA Oct.28th Esplanada dos Minesterios

Site Visits Overview

PORTO ALEGRE Oct.29th Largo Glenio Peres Largo Zumbi Parque de Redencao Rotulo na Brasa

Site Visits Overview

CURITIBA Oct.31st Parque Barigui Jardim Botanico Pedreira Paulo Leminski Parque Tangua

Site Visits Overview

SAO PAULO Nov.1st Sambodromo Parque Ibaripuera Vale do Anhangabau

Site Visits Overview

SALVADOR Dec.6th Aeroclube Terreiro de Jesus Parque des Exhibicoes Jardim de Ala Praca Wilson Lins

Site Visits Overview

RECIFE Dec.7th Marco Zero Praia do Pina

Site Visits Overview

NATAL Dec.8th Praia da Ponta Negra Praia do Forte Praa Augusto Severo

Site Visits Overview

FORTALEZA Dec.9th Praia de Iracema Atterinho Praia de Iracema Aterrao Parque do Coco Praia Mansa

Site Visits Overview

MANAUS Dec.12th Ponta Negra Memorial Encontro da Aguas Centro Cultural dos Povos da Amazonia

Site Visits Overview

CUIABA Dec.13th Parque da Exposicoes

Event Manual

Event Manual Section 1 Introduction

HOST CITY AGREEMENT

Agreement signed by FIFA/LOC and each Host City FIFA Fan Fest organisation stated in the HC Agreement (section 26)

HOST CITY EVENT GUIDELINES

According to HC Agreement all HC Events to comply with HC Event Guidelines` HC Event Guidelines also cover FIFA Fan Fest to be issued by FIFA

FIFA Fan Fest Event Manual (Annex)

Event Manual Section 1 Introduction

What is the FIFA Fan Fest Event Manual ? The Manual is a supporting document issued by FIFA to all Host Cities and their event agencies.
Purpose of the FIFA Fan Fest Event Manual: Operational guidelines with all relevant details that all 12 venues can follow Ensure high standards of quality and consistency across all venues Main document of reference in the planning process and day-to-day delivery Provide experience from previous FIFA Fan Fests

Event Manual Section 1 Introduction

Event Manual ensure consistency in the operational implementation across all 12 FIFA Fan Fest venues

Aligned with the Official Slogan and FWC CI

One FIFA Fan Fest in each HC

Integral part of the FIFA World Cup

Connectivity across HCs

Event Manual Section 1 Introduction

Timing of completion of full FIFA Fan Fest Event Manual

Event Manual Part I

Sections as final in Jan 2012

Event Manual Part II

Section 1-16 completed (until Dec 2012)

Operational Documents
Detailed working documents

Event Manual Section 2 Venue Requirements

Status Finalized Section was pre-issued to all Host Cities with Host City Info Pack.2 in September 2011 Includes all key learnings from 2006/2010 FIFA Fan Fest events ensures safe, efficient and successful on-site organisation All Host Cities have been able to conduct their venue selection process on the basis of the venue requirements

Event Manual Section 3 Roles and Responsibilities

Overview
Central Project Management and Project Coordination Basic Infrastructure
Planning of Event Set-Up Giant Screen, Stage Sound/Light Equipment Main Entrance construction

Provision of Location On-Site Operation

Personnel Utilities Infrastructure (except for basic infrastructure) Venue Management Permits/licenses All organisational tasks

Branding
Creation of all Designs Production/Installation of key branding elements

FIFA / LOC

Appointment and Servicing of FFF Sponsors International PR/Promotion

HOST CITIES

TV GLOBO
Stage/Screen Entertainment Programme Entertainment Personnel (moderators, etc.) National and Regional Promotion Media Coverage Supply of TV signal Media production support

Food and Beverage operation Security Transportation, Parking Branding on other elements Local PR/Promotion Stage Management (Provision of personnel, Video direction, etc.)

Section Infrastructure

Basic Infrastructure
FIFA will centrally source and provide each FIFA Fan Fest with the following key basic infrastructure to operate the FIFA Fan Fest:
Main Giant screen Main Stage Sound and Lighting equipment for main stage Main Entrance Gate Branding for:
o Screen/Stage, house mix, delay towers o Entrance gates, fences

Technical personnel to operate the basic infrastructure during the Event

Suppliers of Basic Infrastructure

Wherever possible and reasonable the basic infrastructure will be sourced from Brazilian suppliers. FIFA undertook big efforts in market research with the following main objectives:
Identification of most important technical suppliers (screens, stage, sound, light) in Brazil Survey and description of existing technical equipment of the companies Evaluation of the potential of each company / the market in total in view of specific requirements of the 2014 FIFA World Cup Fan Fest

Over 80 Brazilian companies were checked and evaluated

During the site visit tours in 2011, approx. 40 potential suppliers were visited personally to get a good insight of company quality

Suppliers of Basic Infrastructure

Result of Brazilian Market Research
In general, the visits and the meetings led to an optimistic evaluation of the potential of the Brazilian event technical industry

Based on the forthcoming offers, FIFA is optimistic that Brazilian suppliers will be able to provide the majority of the infrastructure
Wherever needed, international companies will complement the required Infrastructure

Stage example from 2010

Timing for Infrastructure

Planning Phase Finalize the location Define event set-up Identify companies for the tender (invitation) Tender Phase Preparation of Tender documents Issuance of Tender documents to companies Receiving offers from companies Evaluation of offers by FIFA FIFA decision on suppliers Conclusion of supply agreements Implementation Phase Implementation starts

February 2012 April 2012 April 2012

June 2012 July 2012 August 2012 September 2012 October 2012 December 2012

as of February 2013

Event Manual Section 5 Branding

FIFA Fan Fest fully branded as FIFA World Cup Event

Event Manual Section 5 Branding

FIFA Fan Fest fully branded as FIFA World Cup Event

Event Manual Section 5 Branding

Responsibilities

FIFA
Creation of overall FIFA Fan Fest Branding (Design) Production, delivery and installation of branding on key infrastructure Fan Fest Branding Concept (Templates)

Host Cities
Production, delivery and installation of branding on all other branding and infrastructure elements Promotional materials

FIFA Fan Fest Logo

Available as of January 27th

Accessible through FIFA Digital Archive

Event Manual Section 6 Exploitation of Rights

Summary

FIFA FIFA

GENERAL RECOGNITION RIGHTS FIFA FAN FEST SPONSOR RIGHTS

TV GLOBO

CONTENT RIGHTS

Host Cities

ADDITIONAL RIGHTS

Event Manual Section 6 Exploitation of Rights

FIFA Fan Fest Sponsors
Revenues Investments
1 Giant Screen Distribution across Host Cities

HC HC HC HC

1 Stage

FIFA FAN FEST SPONSOR RIGHTS

FIFA

Sound

FIFA

HC HC HC

Light

HC
HC
Branding
Project Management/ Promotion

HC HC

Event Manual Section 6 Exploitation of Rights

TV Globo
Revenues Investments

HC
TV Production expertise and resources

HC HC HC

CONTENT RIGHTS

TV GLOBO

Entertainment

TV GLOBO

HC HC

Media and PR / Promotion

HC
HC HC HC

Event Manual Section 6 Exploitation of Rights

Host Cities
Revenues HC HC HC HC Investments
HC Project Cost Projection HC Project Cost Projection HC Project Cost Projection HC Project Cost Projection HC Project Cost Projection

HC
HC
ADDITIONAL RIGHTS Host Cities

HC Project Cost Projection HC Project Cost Projection

HC Project Cost Projection HC Project Cost Projection HC Project Cost Projection

HC HC HC HC

HC Project Cost Projection

Event Manual Section 7 Sponsorship and Other Rights

FIFA World Cup Affiliates

Event Manual Section 7 Sponsorship and Other Rights

1. General Recognition Rights 2. FIFA Fan Fest Sponsors Rights 3. 4. Content Rights
5. Equitable share of branding to all FIFA Marketing Affiliates as part of FIFA World Cup involvement 1. 2. 3. 4. Logo strip stage banner Logo strip recognition on all entrance gates Logo strip on house-mix / Delay Towers Logo strip on any printing material produced by FIFA/Host City and on FIFA.com Specific provision for some Affiliates

Additional Rights

Event Manual Section 7 Sponsorship and Other Rights

1. General Recognition Rights 2. FIFA Fan Fest Sponsors Rights 3. Content Rights 4. Additional Rights
7. 8. 9.

All FIFA Fan Fest Sponsors

1. 2. 3. 4. 5. 6. All roof brandings of stage/screen constructions All surroundings of stage/screen constructions (from side, side and back-side) All surroundings of main screen and all other screens used at any of the FIFA Fan Fest events Branding on banners and other branding material integrated into the stage concept Branding on additional stage banners (two per each stage) Branding on the main entrance gate and all other entrance gates Commercial Display space (at least a 10x10 m per each FIFA Fan Fest Sponsor) Branding Towers (including branding on Front-ofHouse tower and Delay towers Key fence branding (to be defined)

Event Manual Section 7 Sponsorship and Other Rights

FIFA Fan Fest Sponsors Rights example from 2010 FIFA Fan Fest

Event Manual Section 7 Sponsorship and Other Rights

1. General Recognition Rights 2. FIFA Fan Fest Sponsors 3. Content Rights 4. Additional Rights
Rights for TV Globo 1. 2. 3. 4. On-Stage rights On-Screen rights Non-match day usage of venue Media Centre Servicing

Event Manual Section 7 Sponsorship and Other Rights

1. General Recognition Rights 2. FIFA Fan Fest Sponsors 3. Content Rights 4. Additional Rights
Marketing Rights for the Host Cities 1. 2. 3. 4. 5. Additional Branding for FFF Sponsors Food and Beverage Concessions Hospitality Tickets Third Party Exhibitors Cooperation with FIFA Licensing Representative

Event Manual Section 7 Sponsorship and Other Rights

Additional Branding Rights for FFF Sponsors Branding Increased Commercial display Other opportunities Rights exclusive to the FIFA Fan Fest Sponsors

Event Manual Section 7 Sponsorship and Other Rights

Food & Beverage Concessions General conditions contained in Event Manual To be addressed in detail at later stage

Event Manual Section 7 Sponsorship and Other Rights

Hospitality Tickets Sale of tickets by Host City to any Third Party No competitive branding to FFF Sponsors allowed

Event Manual Section 7 Sponsorship and Other Rights

Third Party Exhibitors Sale of commercial display space to permitted Third Party Exhibitors. Guidelines apply, example given
Non-competitive Brazilian companies (HQ)

Event Manual Section 7 Sponsorship and Other Rights

Licensed Products Sale of Official Licensing Products

On site operations managed by the Host City

Cooperation with FIFA Licensing Partner to be considered

FIFA Fan Fest Host City Workshop TV Matters

Sven Schaeffner Head of FIFA TV Brazil Office

FIFA Fan Fest vs. Exibio Pblica

Exibies Pblicas

FIFA Fan Fest

Outras Exhibies Pblicas (nas Cidades Sedes e outras cidades)

Eventos de FFF vs. Exibio Pblica

FIFA FAN FEST Eventos de Exibio Pblica

Produzido e promovido atravs de uma parceria entre FIFA, TV Globo e as Cidades Sedes. nica exibio pblica oficial da FIFA na Cidade-Sede.

Evento idealizado por um agente de eventos independente o qual ser inteiramente responsvel pelos custos de infraestrutura, produo e promoo Necessidade de prvia autorizao FIFA/Globo Patrocinado APENAS por empresas no-concorrentes dos FIFA Commercial Affiliates e dos patrocinadores Globo para a Copa do Mundo.

Cobertura jornalstica regional, nacional e internacional.

Patrocinado pelos FIFA Commercial Affiliates e terceiros noconcorrentes.

Globo e FIFA Fan Fest 2014

Contribuio Globo

Obrigao Original

Contribuio Globo

Autorizao para uso do Sinal Globo na Arena

Autorizao para uso do Sinal Globo na Arena PRODUO Operao na Arena PROMOO ENTRETENIMENTO

Contribuio Globo: Sinal Globo

Disponibilizao do sinal dos jogos da Copa do Mundo: comercialmente limpo com narrao e comentrios. Jogos simultneos: ao vivo o que for transmitido pela Globo e os simultneos exibidos em delay no mesmo dia.
Abertura: 17h 13h 13h 16h 17h 17h 17h 17h 16h 19h 22h

64 JOGOS

Fase de Grupos: Oitavas de final:

Quartas de final:
Semifinais: 3/4 lugares: Final:

13h

*Horrio de Braslia

Contribuio Globo: Promoo Cross-media

A Globo enviar os melhores momentos das Arenas FIFA que distribuir internacionalmente; A Globo far cobertura diria do evento no apenas em TV Aberta, mas tambm na TV Fechada, internet, rdio e jornais impressos.

o
o o

Flashes ao vivo nos principais telejornais nacionais e regionais; Flashes ao vivo na programao especfica de Copa do Mundo (Central da Copa); Produo de reportagens factuais nas arenas; Disponibilizao de informaes sobre o evento, foto e videogalerias nos websites; Montagem de estdios nas arenas para transmisses ao vivo (a definir).

Contribuio Globo: Promoo / Chamadas

A TV Globo, suas Afiliadas, o SporTV e as rdios e jornais parceiros produziro e exibiro chamadas promocionais do FIFA Fan Fest.

o Chamadas de pblico; e o Chamadas promovendo as atraes da semana.

Contribuio Globo: Entretenimento

A programao de entretenimento de cada FFF ficar sob responsabilidade da Globo em cada cidade com coordenao geral da Globo Rio, a fim de assegurar a atratividade e a consistncia do Evento.
As atraes de cada FIFA Fan Fest sero custeadas pela Globo. Contratao de grandes bandas a definir com cada Prefeitura. Renomados apresentadores e talentos da Globo sero destacados para participao nas arenas.

Interatividade entre FIFA Fan Fests e programas da Globo (ex. Fausto, Caldeiro do Huck, Fantstico, Mais Voc, etc.)

Contribuio Globo: Entretenimento

Como no Brasil futebol e festa caminham juntos, a Globo far uma programao de entretenimento em cada Arena FIFA Fan Fest que incluir:

Shows: apresentaes musicais com artistas nacionais e regionais. Filmes: sesso Globo Filmes. Faixa de humor: quadros de humor com comediantes da Globo ou locais. MC: os apresentadores dos FFF que comandaro o palco e animaro a torcida sero personalidades da Globo reconhecidas e queridas pelo pblico. Concursos diversos: Miss FIFA Fan Fest, Campeonato de Freestyle, Campeonato de Pardias, Festival de Quadrilhas Juninas, etc.

Datas/ Festas locais relevantes: Fundao da Cidade, datas histricas, etc.

Visibilidade Regional/Nacional: Integrao com a TV*

Na Arena FFF
13:00h 14:00h 15:00h

Na Globo Jornal Hoje

Programao Regular Globo
Interao com os FFFs

* Simulao

DJ Concurso Freestyle Show

Flashes ao vivo
Gravaes Globo Flashes no Show do Intervalo - Galvo Flashes ao vivo Flashes de todos os FFF

16:44h

Jogo do Brasil
Show Cine Fan Fest

19:15h
21:10h

Praa TV
Jornal Nacional

Visibilidade Internacional:

Highlights

Sinal Internacional FIFA Max FIFA.com

Shows

Cooperao com as Sedes

Programa de Proteo s Marcas da FIFA

Em que se baseia a Proteo s Marcas?

Proteo aos direitos comerciais da FIFA Uso no autorizado das marcas e direitos autorais da FIFA

Concorrncia desleal/Marketing de emboscada

Pirataria

Em que se baseia a Proteo s Marcas?

Marcas nominativas protegidas:

FIFA World Cup Mundial 2014 Brasil 2014 Cidade Sede+2014 Copa do Mundo World Cup 2014 Copa 2014

Em que se baseia a Proteo s Marcas?

Como ns trabalhamos?
1. Preveno (comunicao/orientao)
Diretrizes oficiais Treinamentos, workshops e seminrios

2.

Monitoramento
Portos e Fronteiras Internet Presencial

3.

Aes legais Notificaes extrajudicias Outras medidas legais

O compromisso das Sedes

Clusulas do Host City Agreement Dar todo o suporte necessrio para a preservao dos direitos comerciais da FIFA

Representantes Locais
Mapeamento da legislao local Assegurar que consultores, prestadores de servios, etc., no se associem ao evento Evitar que direitos ou licenas sejam concedidos a terceiros de forma a por em risco a preservao dos direitos comerciais da FIFA

O compromisso das Sedes

1. Preveno (comunicao/orientao) Divulgar informao/documentos oficiais interna e externamente Cooperao workshops e seminrios Respostas s consultas

2.

Monitoramento Informar FIFA

Aes legais Trabalho em conjunto para resolver na esfera extrajudicial Preparao das equipes para os dias dos jogos Identificao e treinamento das autoridades locais Logstica

3.

4.

Exemplos de marketing de emboscada

Distribuio de material promocional com marcas de terceiros no autorizados

Exemplos de marketing de emboscada

Grupos com uniformes ou fantasias com marcas de terceiros no autorizados

Exemplos de marketing de emboscada

Banners e veculos (estacionados ou no) no entorno dos estdios ostentando marcas de terceiros no autorizados

Venda de produtos falsificados

Vendedores sem licena

Exibio pblica patrocinada por terceiros no autorizados

Publicidade no autorizada nos eventos realizados pelas Sedes

FIFA Fan Fests

Ambiente propcio para as atividades no autorizadas

Mesmas preocupaes marketing de emboscada, pirataria, vendedores no autorizados Aps definio dos locais, discusso FIFA/COL/Sedes sobre as medidas necessrias (rea de acesso controlado, negativa para pedidos de publicidade no entorno, etc.)

Evitando inconvenientes e prejuzos

Pedir aprovao da equipe de Proteo s Marcas da FIFA para todo e qualquer projeto que envolva aporte financeiro de carter privado Alinhar com a equipe de Proteo s Marcas da FIFA as respostas s consultas externas Alinhar com a equipe de Proteo s Marcas da FIFA qualquer declarao/comunicado oficial relacionado ao assunto

reas de Restrio Comercial

Sugesto FIFA/COL Legislao local

Questo operacional mais agilidade, organizao e segurana contra ambulantes, cambistas, prticas desleais
Comrcio local restries limitadas atividade publicitria desleal/parasitria de grandes empresas

Obrigado!
brandprotection@fifa.org
vicente.rosenfeld@fifa.org