UEFA U21-EM 2011

- før, under og efter festen…..

Christian Bordinggaard

Inspiration?

Christian Bordinggaard

• DBU 1995 -– Turneringsdirektør, 2009 – 2011– UEFA EURO 2020 Projektleder

12/16/2013

11. – 25. juni 011

12/16/2013

Projektorganisation/-ledelse

Hvordan sikrer man sig fuldt overblik over det hav af opgaver, der lander på ens bord, når man skal arrangere en mega-event?

- for første gang….

Værtsby, Version 1STYREGRUPPE

Lars Krarup (fmd)Jan Møller Iversen (HK)

Ole HaurumJørgen Krogh (HK)

Georg Sørensen/Mette Kier MCHElo Haunstrup Christensen (sekr)

SEKRETARIATElo H. ChristensenJohnny Frandsen

???

FODBOLDElo H. Christensen

Anders Mosegaard (MCH)Jimmy Laursen (FCM)

Dan Madsen (HF)Brian Pedersen (HF)

Erik Riis (HK)

TEKNIKElo H. Christensen

Teknik & MiljøBEK - PlanBeredskab

PolitiJimmy Laursen, FCM

Anders Mosegaard, MCH

EVENTSElo H. Christensen

Visit HerningHoteller

Johnny Frandsen, MCH

Gitte G. Hørstrup, MCHCityforeningen

Herning Centret

SAMARBEJDEKai Skou Hansen ViborgChr. Bordinggaard DBU

Finn Lyck AarhusSøren Thorst Aalborg

Elo H. Christensen Herning (Messecenter Herning)

KlargøringKampafvikling

SikkerhedTræningsfaciliteter

MyndighedsgodkendelseTekniske installationer

Beregninger

MarkedsføringKommunikation

FanzonerByaktiviteter

Koordinering

It starts with UEFA….

Afklaringsfasen

Hamburg 2010

Hvad skal vi lave??

• Project charters• Key milestones• Tidslinie – spidsbelastninger

Project name: UEFA European Under-21 Championship Final Tournament – Denmark 2011 Short name: U-21 2011 Domain: Venue Operations Project Leaders: Marcello Alleca, UEFA Under-21 Event and Competition Manager

Christian Bordinggaard, LOC Tournament Director Domain Leaders: Alexandre Huber, UEFA Troels Juhl Jensen, LOC

• No Nat. Assoc. sponsor presence other than kit

manufacturer• No Nat. Assoc. sponsor

products on display• No distribution of

publications• No mention of brands

• If an official UEFA Press conference is held at Team Hotel, all conditions of the UEFA Press conferences

apply• Normal restrictions on usage

of Under 21 logo

• No Nat. Assoc. sponsor presence other than kit

manufacturer• No branded equipment

allowed

• Direct association between Nat. Assoc.

sponsor and U-21 not allowed

• Third party association to U-21 not allowed

• No Nat. Assoc. Sponsor display on/around pitch

• Perimeter boards: UEFA partners only

• Non commercial use of official marks allowed if

graphic guidelines respected• Nat. Assoc. Websites relating to U-21: allowed if no commercial presence of

Nat. Assoc. sponsors.• U-21 related publications

allowed only if it does not create association

between Nat. Assoc. Sponsors and U-21

• Premiums as gifts: allowed if sourced through official

licensee

• Any commercial activities linked only to Nat.

Assoc.(with no association with U-21)

• Playing kit only• adidas official match ball only

• Interviews only with UEFA backdrop

• UEFA provided beverages in original packaging or poured into UEFA drinking container

• Other beverages allowed if poured into UEFA drinking

container• UEFA accredited media

activities only• Distribution of team press kits/releases allowed at SMC only if non commercial and

approved by UEFA

• Playing kit only• UEFA backdrops only

• Only UEFA media activities and accredited media

• UEFA beverages in their normal packaging (and

displayed on Press conf. table)

• Any Kit allowed• UEFA provided beverages

can be used in original packaging

• Other brands of beverages can be used

• Team Press Conferences allowed with no restrictions

• Nat. Assoc. sponsor displays, products or backdrops allowed

• All media activities allowed

• adidas match balls only• If Nat. Assoc. wishes to sell

food & beverages at OTG, UEFA will provide contacts

of UEFA partners• Normal restriction on usage

of Under 21 logo• If official UEFA press

conference is done at OTG, then all conditions of UEFA

Press Conference apply

• No restriction on kit worn for regular training sessions

• Off pitch Nat. Assoc. press conference allowed if in

separate room non visible from exterior. Nat. Assoc.

sponsors, displays, products and backdrops allowed in

this separate room • All media activities allowed• UEFA provided beverages

can be used in original packaging or poured into

UEFA drink container• Spectator access allowed

Transfer of knowledge..

• Turneringsdirektør, Sverige 2009

Projektorganisation

Organisation…

• DBU: Koordineringsgrupper (øst-vest)• Værtsbyer: Koordineringsgruppe x 4

Projektledelse

• Ligeværdighed– Placering af kampe, events mm.

• Åbenhed– SEDK som ”ligeværdig” partner

• Tillid• Forventningsafstemning

LOC organisation (fuldtids)• Tournament Director (01.04.2009)• Project co-ordinator (01.08.2009)• Webmaster (01.06.2010)• TV & Media manager (01.08.2010)• Promotion & Event manager (01.08.2010)• Event co-ordinator (01.09.2010)• Ticketing manager (01.01.2011)• Video journalist (01.02.2011)• Event co-ordinator II (15.04.2011)• Hospitality manager (15.04.2011)• IT manager (15.04.2011)

Styreværktøjer….

• Microsoft xx• Intranet• Fælles kalender• Koordinator ☺

UEFA Site visits og møder

• One step ahead…..• Egne ”Pre-UEFA Site Visits”• Udarbejd detaljerede agendaer• Invitér ”fremtidige nøglepersoner”• Videomøder er vigtige!

Evalueringer

Evalueringer – hvorfor?

• Nåede vi vore mål?• Gode/dårlige erfaringer skal bruges….• Udvikling af

– organisationen– klubber (fodbold)

• Nye samarbejdspartnere/sponsorer– KIA….. Værtsbyer…..

• Nye events

Evalueringer

• Behold viden i organisationen..– Eksterne/interne nøglepersoner– Udnyt eksisterende administration

• Evalueringsrapporter– UEFA, DBU, SEDK og værtsbyer

Implementeringer…

• Økonomi• Indgår i forhandlinger vedr. landskampe

• Billetstrategi• Målgrupper, priser, kampkategorier etc.

• Frivillige• Sociale medier

– Facebook, Twitter

• Drejebog

Hvad har DBU brugt U21-EM til?

Hvad har DBU brugt U21-EM til?

EURO 2020

- Der vil altid gå noget galt…

- And it ends with UEFA

12/16/2013

11. – 25. juni 011