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UEFA EURO 2004â„¢ NEWSLETTER SEPTEMBER 2003
“More than 30,000 tickets sold in six hours is unbelievable and demonstrates the sort of enthusiasm that the tournament is generating.” MARTIN KALLEN Chief Operations Officer – Euro 2004, S.A.
This Newsletter is published by Euro 2004, S.A. Avenida da República, 53 PT-1050-188 Lisboa Portugal Phone: (+351) 21 799 2004 Fax: (+351) 21 799 2099 Editor: Frits Ahlstrøm Senior Writers: Graham Turner and António Florêncio Acknowledgements: Ana Gonçalves, Jacinta Johnston, Fabienne Lima, Afonso de Melo and Helen Wood Design: EURO RSCG DESIGN (Lisbon) Layout / Setting: Strøm & Streg (Helsingør) Printing: Fernandes & Terceiro (Carnaxide) Front Cover: A collection of the official uniforms for UEFA EURO 2004™. DESIGN: ISILDA PELICANO
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4 Dressing up for the big occasion
6 16 matches sold-out 9 Host City Icons
CONTENTS 12 Training Centres 14 Extra-time is the best part of the Game
18 Volunteers 21 Playing the MasterCard 26 Lion’s Roar fills new Alvalade Stadium
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Dressing up for the PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
Isilda Pelicano is the designer chosen to produce the uniforms for UEFA EURO 2004™. Her creations stood out from the other proposals due to their classical but not too conservative style.
Isilda Pelicano, the designer of “classical but not too conservative” uniforms.
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big Occasion
“My objective is to make people feel at ease, attractive and happy wearing these uniforms” claimed the Portuguese designer, who from 1991 has been producing collections under her own name. “I feel like a player who has finally made the first team!” Orange and brown are the colours that have formed the basis of her inspiration “founded on the tournament logo, with imagination doing the rest”. Aware of the importance of being chosen from amongst nine other proposals, Isilda
Pelicano emphasizes, “the tasks and responsibilities that lie ahead” and the use of Portuguese materials for the uniforms. Gilberto Madaíl, Portuguese Football Federation President and Chairman of the Board of Euro 2004, S.A., highlighted the fact the designer chosen is Portuguese and pointed out some decisive factors in choosing Isilda Pelicano: “the right quality at the right price” and “the perfect balance between the classic and the contemporary is impressive”. Born in 1949 in Alfaiates (Guarda), Isilda Pelicano graduated in fashion design from IADE, the Institute for Visual Arts and Design. She has taken part in various
PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
Gilberto Madail, president of the Portuguese Football Federation, was delighted to welcome a top Portuguese designer on board.
competitions and fashion shows, such as ‘Filmoda’ and ‘Portugal Fashion’. In 1991 she won the ‘Smirnoff Fashion Award’. Her experience in the area of uniforms has grown since creating a department within her own company solely dedicated to designing uniforms. Projects include designs for the Gregorian Choir in Lisbon, Citizens Advice Bureau and Portugal Telecom for Expo ‘98. Her next challenge is to create and produce the ‘playing kit’ for everyone involved in UEFA EURO 2004™.
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PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
Pat Day and Martin Kallen are pleased with the public’s response to the second phase of ticket sales.
PHOTO: TONY MARSHALL / EMPICS
rush for tickets has continued and, at the time of writing, 16 of the 31 matches had been completely sold-out. For five other matches, tickets are available in Categories 1 and 2, while for the other 10, only Category 1 tickets are available.
16 matches
sold-out Portuguese support was spectacular at the EURO 2000 finals and the fans were just as enthusiastic when their team took on Brazil.
The public’s response to the second phase of ticket sales that started in August could hardly have been more enthusiastic – 30,000 match tickets sold in six hours! “I’m very pleased;” commented Chief Operations Officer Martin Kallen, “and I must confess I wasn’t expecting quite such a response from the supporters. More than 30,000 tickets in six hours is unbelievable and demonstrates the sort of enthusiasm that the tournament is generating.” Some 38% of the 1.2 million tickets for UEFA EURO 2004™ have been offered to the general public and, after the first phase of sales, 272,292 had been allocated at an average of around eight tickets per applicant. During the second phase, the
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At this stage, ticket sales are at the same level as for EURO 2000 – which is a healthy sign, bearing in mind that, prior to the tournament in Belgium and the Netherlands, the public was aware that no fewer than six of the 31 games were guaranteed to involve the hosts. “It’s not a question of getting carried away by euphoria,” comments Pat Day, EURO 2004 Liaison Officer “because there’s still a long way to go. But it’s true to say that ticket sales have gone as well as we could have hoped – especially as people had warned us that booking well in advance is not really part of the Portuguese psyche. So, apart from being satisfied with healthy ticket sales, it’s motivating to see how much enthusiasm is being displayed by the Portuguese public.” The fact is that 30.2% of the allocated tickets have stayed in Portugal, while England and Germany top the list of ‘visitors’ and the USA has weighed in with an impressive 8.2% of ticket sales. The ultimate objective, of course, is that the 31 matches should be played to full houses – which is why the final phases of ticket sales will be as flexible as possible. Once the draw for the final tournament has been made in November, each of the 16
PHOTO: NEAL SIMPSON / EMPICS
PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
German supporters have booked tickets for Portugal hoping to see Michael Ballack and his team-mates in action.
Tournament Director António Laranjo, left, and Chief Operations Officer Martin Kallen flank Gilberto Madaíl, chairman of the Euro 2004, S.A. board, at the Press Conference held at the Pavilhão Atlântico in Lisbon to launch the second phase of ticket sales.
Scottish fans travelled in large numbers to see their team in Germany – and are confident of seeing their team in Portugal as well.
PHOTO: NEAL SIMPSON / EMPICS
PHOTO: MIKE EGERTON / EMPICS
English fans snapped up UEFA EURO 2004™ tickets after David Beckham’s penalty had sealed a 2-1 home win over Turkey in April.
national associations will be offered 20% of stadium capacity or 6,000 tickets – whichever is greater. If any national association doesn’t require as many tickets, there will be a chance to re-configure the seating at the venue, in coordination with security experts, with a view to offering additional tickets to the other competing association or to the general public.
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FLASH BPI Play an Ace Portuguese bank BPI, National Supporter of UEFA EURO 2004™ has capitalized on its partnership with MasterCard. They recently launched the BPI EURO 2004™ Card in association with other national and international sponsors of the event. This is supported by an aggressive commercial program and advertising campaign. This is a credit card that gives the public a chance to win match tickets, as everyone who uses the card for 50 euros or more automatically goes into a daily draw where 10 tickets are up for grabs. This daily draw will last 9 months, totalling 2.740 tickets!
Marina Pincarilho, Head of Marketing of Vista Alegre.
Fired with Enthusiasm MasterCard and Portuguese bank BPI are already enjoying success with the special BPI EURO 2004™ Card, with Portuguese model and TV presenter Fernanda Serrano helping Pelé and Eusébio at the official launch.
The BPI EURO 2004™ Card doesn’t involve changing banks; it’s free of charge as long as your average monthly balance is 150 euros or more; and it’s valid for the 30 million or so establishments worldwide that accept MasterCard. What’s more, everyone who acquires a BPI EURO 2004™ Card will, as soon as he or she uses it for the first time, receive a free gift of a BPI EURO 2004™ watch. In addition, the top 500 card-holders, based on the biggest volume of invoicing up to 31 May 2004, will win a football signed by Eusébio and Pelé. BPI and MasterCard are interlocking their activities with National Supporters such as the Vista Alegre/Atlantis, who is offering a discount to all card-holders who win a ticket in the BPI promotion, from now until July 2004. Galp Energia is offering Galp pay cards to BPI EURO 2004™ card-holders and, to those lucky enough to win match tickets in the draws, a special card with a balance of 50 euros to those who have made a purchase at a Galp petrol station during the month proceeding the draw. CTT, who has already supported UEFA by distributing the Ticket Application Forms in the first phase of ticket sales, will help distribute the card application forms in its post offices nationwide.
Blue Seats Work at the new FC Porto stadium – named the Estádio do Dragão – is forging ahead and the seats are already being put in place. By the time of writing, seats had been installed in one stand as well as all the upper tiers. It will be no surprise to FC Porto fans to learn that the seats are blue. But they might be pleasantly surprised when they get a chance to sit on them. They are similar to cinema seats and have been ergonomically designed for greater spectator comfort.
In recent years, the teamwork between UEFA and the International Committee for the Red Cross (ICRC) has been producing results. UEFA has offered financial support to specific programmes such as the fight against landmines, the protection of children in war zones and projects aimed at providing basics such as food and water. For the first time, UEFA has established a direct link between the final tournament of the European Football Championships and charity projects, with Patrick Gasser of UEFA chairing a meeting to polish up cooperation with the ICRC during UEFA EURO 2004™.
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Portugal has an unparalleled reputation for its porcelain and Vista Alegre has been making top-quality products for 179 years. Now known as the Vista Alegre Atlantis Group, the company has decided to celebrate its 180th birthday in grand style by becoming a National Supporter and Licensee for UEFA EURO 2004™. This means that the Vista Alegre Atlantis Group will have the exclusive rights for the production and sale of UEFA EURO 2004™ branded porcelain, crystal, glass and earthenware products. Speaking at the UEFA EURO 2004™ Marketing and Media Workshop, Bernardo Vasconcellos e Souza, Chief Executive of the Vista Alegre Atlantis Group said “This decision not only confirms the unique position of Vista Alegre and Atlantis’s leading products in Portugal, but also our strategy for expansion into international markets by positioning ourselves alongside the major global brands that are already part of the UEFA EURO 2004™ marketing programme.” The company will be producing a wide range of products and hopes that their brand-name will become even stronger throughout Iberia and beyond as a result of its association with UEFA EURO 2004™.
Host City Icons A series of icons has been created to identify the host cities for UEFA EURO 2004™. Apart from making each city recognisable, they will enhance the sense of involvement among the citizens at each venue and promote a sense of pride that the city is graphically linked to the tournament. At the same time, the icons have been designed in a coherent way so that they are obviously part of a ‘family’ and can be used as a composite alongside the UEFA EURO 2004™ logo.
Aveiro
The “Moliceiro” is a typical boat which was used for many years to pick up the seaweeds (“moliço”) from the lagoon at Aveiro. These weeds were an excellent fertilizer, which accounts for the richness of the Aveiro region as far as agriculture is concerned. This kind of boat is gradually vanishing but the traditional craft are being recovered for summer lagoon races as well as other festivities and cultural events.
Loulé
The Mercado de Loulé is a market hall with fascinating architecture, located in the centre of the city. The building dates from 1904 and distinguishes itself from its surroundings through its neo-Arabic influence. Its arches are decorated with a horse-shoe design and one of its noble towers is used to symbolise the city.
Coimbra
The “Guitarra Portuguesa” is one of the most important solo instruments in traditional Portuguese music. Fado, for example, wouldn’t be the same without it. As Coimbra has such strong links to Fado, the guitar has been chosen to symbolise the city and, as Fado is essentially melancholic, the guitar image ends in the shape of a tear-drop.
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Guimarães
The “Padrão do Salado” is a Gothic monument constructed during the reign of King Don Afonso IV to commemorate the Battle of Salado fought in 1340. This cross, erected in 1342, was offered by Pero Esteves, a merchant from Guimarães residing in Lisbon. The battle crossed the Salado River, requiring the Portuguese troops to face the king of Granada’s troops on the other side. Don Afonso IV’s bravery during this battle earned him the nickname of “Afonso The Brave”.
Porto
Leiria
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The “Torre dos Clérigos” is a large tower that sits behind the church of the same name. It was designed by an Italian architect – Niccolò Nasoni – in 1754. The tower’s six floors rise to a height of some 250 feet (76.25m), which makes it one of the tallest structures in the north of Portugal. You can climb 225 steps to the top of the belfry, where you’ll be rewarded with one of the city’s finest views of Porto and the river Douro. The Italianate baroque “Igreja dos Clérigos” on the same site is a church also built by Nasoni and pre-dates the tower.
The Castelo de Leiria is an imposing Gothic-style castle which dominates the city’s skyline and which is famous for its central tower. Even though extensive restoration work has been done in recent years, the view from the castle’s balconies remains unchanged and unforgettable. The castle is also one of the best places to observe the city’s forests, which date back to the 14th century, when the ‘farmer king’, Don Dinis, established the pine plantations on the site.
Lisbon
Faro
Braga
The “Janela Tradicional” is a window that reflects the magnificent multi-cultural architectural styles of buildings and monuments rooted in the city’s Roman and Moorish past. The same can be said about the traditional decoration of the houses with colourful ceramic tiles and elaborate wrought-iron lattices on the windows, balconies and historic street lamps that line the narrow alleys. One of the most beautiful and typical examples uniting all those features is the traditional window.
One of Faro’s immediately identifiable landmarks is the “Arco da Vila”. The Town Arch was designed by the italian architect Francisco Xavier Fabri, commissioned by bishop Francisco Gomes de Avelar. It stands on the site formerly occupied by a medieval gate. The arch marks the entrance to the ‘Vila Adentro’, the city’s historic centre, and an image of Saint Thomas is displayed in a niche within the arch. The structure is also popular with storks, who can’t resist the temptation to build their nests on top of it …
The “Arcadas” were the cloisters used as an arrival point in the city of Braga. They also include the Lapa church, constructed at a later date and were used as a hub of activities, among them market-trading, tax collection and customs. They were constructed in the XVII century and have provided shelter and business to merchants ever since. The design represents the church steeple and the arches in all their glory.
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Left: Excellent playing surface at the Estádio Municipal in Covilhã, near Coimbra.
Right: The gym at Marinha Grande, close to Leiria.
Training Centres The first step in selecting the final list of Official Training Centres, which UEFA EURO 2004™ is recommending to the sixteen finalists was to send the technical requirements to the Municipalities and Regional Football Associations. The Tournament Director’s department, responsible for choosing the candidates, finalised the process at the beginning of 2002 and in April and May of that same year, visited the potential training centres, meeting all parties involved and has continued to do so on a regular basis from then on. After a detailed and exhaustive
Top: The five-a-side pitch at the training centre in Melgaço, near Braga. Bottom: Children kick a ball around on the green, green grass at Mafra, where their idols will train next year.
Manuel Quaresma (left) inspects the pitch at one of the training centres.
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analysis, the candidates were chosen by September 2002 and contracts duly prepared. During the ‘500 days to go’ countdown event in January this year, the Training Centres were officially announced – an essential element for the success of the European Football Championship. It is fundamental for the national teams who are taking part in UEFA EURO 2004™ to have access to facilities, which fulfil UEFA requirements, and which provide full privacy and security in the training centres,
You can hardly see the woodwork for the trees at the beautiful rural setting at Quiaios.
Top right: The brand-new training centre at Povoa de Varzim.
City
Training Centre
Hotel
Braga
Centro de Estágio de Melgaço Complexo Desportivo de Barcelos
Monte Prado Ofir
Guimarães
Complexo Desportivo do Vitória SC
Guimarães
Porto
Estádio Municipal da Póvoa de Varzim Complexo Desportivo da Vila de Pedroso
Novotel Holiday Inn
Aveiro
Parque Desportivo de Oliveira do Bairro Estádio Municipal de Anadia Centro Desportivo da Mealhada
Hotel Grande Hotel da Cúria Grande Hotel do Luso
Coimbra
Estádio Municipal do Fontelo – Viseu Estádio Municipal de Futebol da Covilhã Centro de Estágio Rosa Naútica
Montebelo Turismo/Mélià Quiaios
Leiria
Estádio Municipal da Marinha Grande Complexo Desportivo das Caldas da Rainha Estádio Municipal de Óbidos Centro de Estágio de Rio Maior
Praia da Vieira Internacional Marriot – Praia d’El Rei Centro de Estágio
Lisboa
Centro de Treino do GD Estoril Praia Centro de Estágio do Sporting CP Parque Desportivo Municipal de Mafra Centro de Treino do SCU Torreense Estalagem do Sorraia – Coruche
Quinta da Marinha Centro de Estágio Vila Galé – Ericeira Golf Mar Estalagem do Sorraia
Algarve
Complexo Desportivo de Vila Real de Sto. António Estádio do Portimonense SPG.C Campo da Restinga – Alvor
Iberotel Delfim – Alvor Pestana Carlton – Alvor
at a cost negotiated by Euro 2004, S.A. This does not mean that a national association cannot opt for any other training centres. However, this does mean that they would not be able to take advantage of the financial rate, which only applies to the Official Training Centres. Finally, in fulfilling the UEFA requirements, the Official Training Centres, which have been selected, can look forward to providing high levels of technical and sporting facilities. In addition, the Training Centres located in various parts of the country, can enjoy being part of UEFA EURO 2004™, and in turn driving forward greater participation, commitment and growth in the regions.
Right: The training pitch at Vila Nova de Gaia, just outside Porto.
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Madalena Torres, 42 years of age, graduated in Law from the University of Lisbon. She is on the Board of Administration at ICEP (Portuguese Institute for External Commerce) and is responsible for tourism promotion in Spain, France, the United Kingdom and the Netherlands. She is a Board member at IAPMEI (institute for small and medium-sized businesses and investment) and the President of the Committee at ICEP in charge of promoting Portugal as UEFA EURO 2004™ hosts.
“In Portugal
Extra-time
is the
best part of the Game” Madalena Torres is experiencing one of the greatest challenges of her life – the promotion of Portugal at national and international levels. Coming from the private sector, she believes that she has “reached the stage where I would like to do something for the country where my children will be brought up”.
PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
She has no doubts as to the effect UEFA EURO 2004™ will have on Portugal: “This event is so high-profile that the image of our country can only benefit from it. This will provide us with an extraordinary opportunity to show the world our historical heritage, our traditions, our hospitality, as well as to demonstrate that Portugal is a modern country with the ability to organise great events, a reliable country, a country forever linked to the oceans, in our history, present and future”.
Madalena Torres “telling the world that we are ready and willing to welcome all our visitors”.
In charge of promoting Portugal as a top tourist destination, Madalena’s ambition is “to take advantage of the fact that the tournament will be held here and use it to project our image and tourist attractions to the whole world. Our aim is to persuade the 500,000 fans we are expecting to visit us next year to stay for their summer holidays with their families and friends and get to know Portugal better – from North to South. This is a country of great diversity within a small distance and we
expect UEFA EURO 2004™ to have a positive knock-on effect on tourism flows in coming years”. Madalena Torres has done her homework and made comparisons. “At EURO 2000, the fans stayed in Belgium and Holland for an average of 1.2 days. We want people to stay in Portugal for at least 3 or 4 days”. “The work we have already done has been praised by those involved in the process,” she adds. “That is to say, ICEP, the Tourism Office, Euro 2004, S.A., Portugal 2004, S.A and of course by the Minister responsible for these issues, José Luís Arnaut. At international level, we are using images inspired by Portuguese tourist symbols, highlighting them in the relevant markets. In Northern Europe, it is sun, sea and golf; in France we emphasize culture and our gastronomy. Our national campaign began on 15th September, and the Portuguese people were ‘called up’ by Luiz Felipe Scolari to support and join the Portuguese team. Then, in January 2004, it will be time to inspire everyone by explaining why the tournament is important for Portugal. Finally, closer to the event, we will tell the world that we are ready and willing to welcome all our visitors – and very much looking forward to doing so.”
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Officially licensed products are the only ones allowed to feature the official UEFA EURO 2004™ logo, mascot or trophy.
Putting things
to Rights
Regular readers of the Newsletter will be aware that UEFA has so far signed exclusive agreements with seven Official Partners, two Official Technology Partners and six National Supporters guaranteeing that these sponsors, along with the official broadcasters and licensees, are the only commercial entities allowed to claim any direct association with UEFA EURO 2004™. Among other things, they are the only ones allowed to commercially use the official logo, the official mascot and the trophy.
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But, having sold the exclusive rights, UEFA has to do what it can to protect those rights. It’s easier said than done. A massively popular event like UEFA EURO 2004™ tempts a lot of other companies to jump on to the bandwagon without paying a fare. That is maybe putting it too politely as illicit operations are usually described by terms that underline their illegality, like ‘pirate merchandise’ or ‘ambush marketing’. If we were in the Wild West, we’d be tempted to
police’s financial squad and the Trade Mark Office. The immediate result was a decision to set up a Rights Protection Committee comprising representatives from each body plus the Deputy Prime Minister’s office. The aim is to coordinate action by public authorities against illicit activities and to ensure that appropriate measures are implemented against violations of UEFA EURO 2004™ rights. The Committee will oversee preventive and remedial action in all eight cities.
Official UEFA EURO 2004™ mascot Kinas goes through his paces at a ‘Rights Protection’ presentation.
A foretaste of pleasures to come. As ‘rights-holders’, Coca-Cola and Carlsberg can associate their Bouncy Football and Human Football games to the final tournament.
refer to cattle-rustlers – which is how the ‘branding’ concept originated. To protect the rights and sort out the wrongs, UEFA has set up its own RPP – a Rights Protection Programme. Overall control is down to UEFA’s Legal & Commercial Services but it is strongly supported by the Marketing Operation Centre and Euro 2004, S.A. plus a worldwide legal network of specialists in intellectual property rights who are helping to protect the herd against the cattle-rustlers, especially in the areas of the globe where pirate merchandise is most frequently produced. But Portugal is obviously the focal point. The country will be staging the biggest sports event in its history and the authorities are already engaged in the combat against the ambushers. At the end of June, UEFA and Euro 2004, S.A. met representatives of ten government bodies, including the Public Prosecutor, the Customs, the
The immediate follow-up to the meeting was direct contact, a few days later, with the Customs authorities in order to familiarise them with UEFA EURO 2004™ trade marks, logos and other rights. Within days, they had intercepted a shipment of 6,000 fake UEFA EURO 2004™ footballs. The general public is usually blissfully unaware of what extreme lengths companies are prepared to go to in order to jump on the bandwagon. Even with nine months to go before the ball starts rolling, UEFA has already won 12 cases involving the misuse of the trademark, while other cases have involved the illicit use of tickets in promotions or hospitality packages. At the same time, there have been attempts at ‘ambush marketing’ by companies offering films, alcoholic beverages, fast food, hospitality and travel packages. So while the commercial partners warm-up for the big show, the RPP is going to have a busy year …
Protection of commercial rights was the subject of a meeting with ten government bodies.
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Photographers’ assistant
The Volunteers - a team of
Media Centre translator
4,000
A grand total of 4,000 volunteers will be aiming to make sure that everything at UEFA EURO 2004™ goes like clockwork. So far, the response has been overwhelming. The aim was to have 3,000 candidates on the recruitment lists by September 2003 but the target figure was actually reached in June. Between now and the end of the year, each and every candidate will have been interviewed, which means that a major Human Resources network has been set up, thanks to fundamental support from the IPJ, the Portuguese Institute for Youth. As soon as the selection process has been completed, the priority will be to offer the volunteers the best possible opportunities for training prior to the final tournament. The training programme for the volunteers will take place between January and March 2004 and will consist of almost 18 hours of basic volunteer training, customer services, crisis management and first aid. During the training period, the profile of each
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volunteer will be matched to one of the many roles that they will be asked to play. Volunteers selected to be co-ordinators will then progress to advanced training, with particular emphasis on team management.
Parking controller
Press Conference controller
Press Box assistant
Media Centre assistant
Controller of pitch photographers and ENG Crews
The work done by the volunteers will be fundamental for the teams, the media and the general public. They’ll be manning Information Desks at the main arrival points such as airports and railway stations, where they will need to offer expert advice on transport, restaurants and the cities themselves. Others will be welcoming special guests or driving official cars, while a larger number will be on duty at each stadium, helping with operational tasks and, on matchdays, playing roles in gate control, parking or helping supporters to find the right access gate and the correct seat. Language skills will be an important element, with knowledge of English taking pride of place. But there will also be a select band of interpreters who will liaise with each of the 16 finalists and who will have to be permanently available to make sure that the teams solve any problems that might crop up. But a much greater number of volunteers will be working on the media side, welcoming reporters, manning Welcome Desks, helping with accreditation procedures, distributing team-sheets, assisting photographers or helping to run Press Conference Rooms, Press Boxes and Mixed Zones – the areas where the media can meet the players for post-match interviews.
Media Centre Information Desk assistant
There’s no prototype for the UEFA EURO 2004™ volunteer. He or she must be over 15 but there is no upper age limit, nor are there any restrictions on non-Portuguese candidates. By definition, the role of volunteer is not a money-making activity but the successful candidates will be helped in terms of transportation and meals in addition to receiving their training, uniform and so on. They will be among the most visible faces at UEFA EURO 2004™ and their work will have a lasting effect on the image of the tournament. It goes without saying that their training is fundamental and that the way they play their roles within the team will be one of the keys to the success of UEFA EURO 2004™. Team translator
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PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
FLASH
PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
With the Countdown Clocks in the other venues already running, the set was completed when the clocks in Lisbon and Porto were unveiled in August. In Lisbon, the Mayor, Pedro Santana Lopes (right) and Pedro Feist, Sports Councillor for the City Hall, flanked Ângelo Brou, executive member of the Euro 2004, S.A. board, when the clock was unveiled in the Praça de Espanha.
In Porto, Ângelo Brou was assisted by the Mayor, Rui Rio, when the Countdown Clock was unveiled.
Impressive but still work to be done UEFA conducted another fourday inspection tour of the ten venues in early September with, as usual, Ernie Walker at the forefront. The chairman of UEFA’s Stadia and Security Committee has always maintained that building seven new stadia and completely refurbishing another three represents “a major accomplishment on a scale never seen before in European football”. But, with the final tournament approaching fast, there is no excuse for ‘taking feet off the gas’ and, UEFA scheduled on the 30 September an in-depth review of progress with a view to making sure that deadlines are respected. By that time, the Estádio José Alvalade in Lisbon, along with the stadiums in Coimbra and Guimarães had become operational, while Benfica’s Estádio da Luz, the Estádio do Dragão in Porto and the stadia in Aveiro, Leiria, Braga and the Algarve are nearing completion. “But there is still work to be done,” Ernie Walker warns, “and we have identified the sort of follow-up work that is needed. But the overall progress is very impressive and most encouraging.”
Mookie gets the ball rolling While adidas are preparing the official match ball for the final tournament, a company called Mookie is getting a wide range of UEFA EURO 2004™ balls rolling. Warner Bros have been on board as exclusive licensing agents since last November and they have now appointed Mookie as their pan-European licensee for a range of products under the ‘playball’ umbrella. This means that Mookie will be the supplier of balls to all the other commercial partners and, most importantly, they will be bringing them to the high street at affordable prices for the normal football fan. “We are the number one outdoor toy company in England which specialises in footballs and sports toys,” says Michael Seres of Mookie. “The company is 15 years old with its headquarters just outside London and an office in Hong Kong. The company employs over 40 people in its offices and we have about 10,000 square metres of warehousing. People in the UK will probably have heard of our ‘Swingball’, a British institution that is now coming to the rest of Europe, America and Australia.” Mookie will be producing stitched and vinyl balls in all sizes, using state-of-the-art techniques, fabrics and prints. “We will also produce a range of other products that we hope will be very popular among the fans,” says Michael Seres, “including flags, banners, foam hands, face paint and so on. Going back to the balls we’ll be producing, I’d like to say here and now that, of course, our stitched balls are manufactured to the strict IHO and WTO rules with regard to child labour issues.” Mookie are delighted to have a foot on the UEFA EURO 2004™ ball. “We regard this as the most prestigious event in European football,” says Michael Seres. “Mookie is the leading licensed football manufacturer and distributor and, with a view to maintaining this status, winning these rights is very important. It enables us to expand our pan-European customer base and to work closely with the commercial partners with the objective of making the event as enjoyable and colourful as possible for the fans.”
Ernie Walker during one of his many inspections.
Michael Seres, Marketing Manager of Robovision / Mookie Toys, presents one of the footballs to Philippe Margraff.
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PHOTO: VLADIMIR RYS / BONGARTS
MasterCard are associated with the big events and the big names in football. From left to right: Dr. Peter Hoch, president of MasterCard Europe, Franz Beckenbauer, Eugenio Figueredo, president of Conmebol, Pelé, Joseph Blatter, president of FIFA, John Stuart, MasterCard’s senior vice-president for global sponsoring and event marketing, and Lennart Johansson, president of UEFA.
MasterCard
Bottom right: Edgar Davids of Juventus is tackled by Real Madrid’s Flavio Conceição during the return leg of last season’s UEFA Champions League semi-final – with the familiar MasterCard advertising board in the background.
PHOTO: TONY MARSHALL / UEFA
The fans love playing the MasterCard human football game.
PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
Patrick Siméons addresses the other UEFA EURO 2004™ commercial partners at the recent Marketing Workshop in Lisbon.
When MasterCard became an Official Partner of UEFA EURO 2004™ last March, MasterCard Europe’s Chief Marketing Officer, Arjan Kruger, commented “MasterCard will use this unique platform to continue its successful marketing activities. The integrated approach of sponsorship promotions and advertising with Europe’s premier football properties will provide MasterCard with an exceptional stage to reinforce brand image and awareness that will ultimately help our members to reinforce their business.”
In one important sense, MasterCard is the ‘odd man out’ among the UEFA EURO 2004™ partners in that there is no ‘product’ to sell. But the clue to the reasons behind MasterCard’s sustained involvement in UEFA events is in Arjan Kruger’s last sentence where he mentions ‘members’. MasterCard is a private share company owned by about 9,000 banks in Europe. Worldwide, we are talking about one billion cards; 600 million MasterCards plus about 400 million debit cards with the Maestro logo on them. Transactions are normally authorised within half a second – provided there’s enough money in the account! As many as 30 million trans-
PHOTO: JOHN WALTON / UEFA
Playing the
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“It’s true to say that we aren’t selling a ‘sexy’ product,” says Patrick Siméons, MasterCard’s Vice-President (Sponsorship). “But we want to convince the public that we offer a second-to-none service. OK, a MasterCard is a piece of plastic but it is a device that links customers with their accounts. So our aim is to attach added value to this piece of plastic. For example, we can issue cards that become collectable items. This will be the case at UEFA EURO 2004™. We are producing affinity cards featuring Eusébio – who has been appointed as our football spokesperson in Portugal - and those cards will give the users a chance to win tickets for matches or maybe even to earn a discount if they buy them using the special MasterCard.
MasterCard’s pledge to the future is based on a successful past. “We started as a supplier at the 1990 World Cup,” says Patrick Siméons, “and we immediately realised that football was something that really worked for us. So we made plans to continue in the European Championship in 1992. We’ve kept that up ever since, which means we have a major event every two years. In between, we keep the pot very much on the boil by being one of the sponsors in the UEFA Champions League, so that we have a permanent relationship with football. Not just in Europe, because we sponsor several national teams and have a global involvement with the game via clubs, leagues and competitions such as the Copa América or the Copa Libertadores.
At UEFA EURO 2004™, as at EURO 2000, there will be something in the region of 70 million items of communication distributed by the banks,” Patrick explains. “This
I joined the company at the end of 1996, so my first EURO was in 2000. It took place in my own backyard in Belgium so it was a fantastic experience. I already knew a lot of people in sport but it was great for me to see what other people were doing and learn a lot of valuable lessons very quickly. Our objective was not only to establish a successful partnership with UEFA but also to work with other sponsors. This is what motivates me and that’s why EURO 2000 was such a memorable experience – not least in sporting terms. The final is something I will never forget.”
Two living legends, Sir Bobby Charlton and Eusébio, parade the trophy they disputed during the 1968 Champion Clubs’ Cup final at Wembley Stadium.
PHOTO: MIKE EGERTON / UEFA
MasterCard captured and exhibited some Priceless Moments at last season’s UEFA Champions League final in Manchester.
Pelé and Eusébio greet visitors to the MasterCard page on the official UEFA EURO 2004™ web site.
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PHOTO: UEFA.COM
PHOTO: JOE PEPLER / UEFA.COM
actions can be processed at the same time and more than one trillion dollars were handled last year.
means that 70 million people will receive messages from their bank saying that, to quote a fictitious example, if they use their MasterCard X number of times they stand a chance of winning match tickets. This is the way we generate business. We believe that we are the small wheel which keeps the big wheels turning. We invest in rights fees; explain our programme; and encourage our members to take full advantage by putting their own marketing accent on it. This approach has proved to be extremely successful and we will continue to apply it in our plans for UEFA EURO 2004™. We are also thinking further ahead because we will be involved in the UEFA Champions League until at least 2006 and we are already negotiating our involvement with the European Football Championship in 2008.”
MasterCard held a Press Conference to publicise their involvement with UEFA EURO 2004™. From left to right: Philippe Margraff, head of UEFA’s Marketing Operations Centre, José Sirvent, MasterCard’s general manager for Iberia, Gilberto Madaíl, chairman of the Euro 2004, S.A. board, Dr. Paulo Raposo, MasterCard’s country manager, Pelé, Eusébio and Arjen Krüger, MasterCard’s chief marketing officer in Europe.
We have plenty of other plans for Portugal,” says Patrick Siméons. “For example, we have been drawing up plans with BPI, the big bank that is going to be the official bank at UEFA EURO 2004™. We are devising a special package for them, based on a specific UEFA EURO 2004™ MasterCard
which will give users a lot of benefits. It is already a great success. Another thing we have done is to contact the airports with a view to making sure that people who arrive in Portugal with a MasterCard can be given clear information about all the things they can do. We’ll be producing a guide similar to the one we prepared for EURO 2000, highlighting the places to go; the best routes to the stadium; what you can do before and after the game; plus statistics and so on. This will be distributed with the tickets because we like to give the fans some nice addedvalue items to go with the card they are using. Portugal is a fantastic country to visit and the supporters can go there in the knowledge that MasterCard is accepted everywhere. What’s more, I’ve been able to see how UEFA and the Portuguese have structured the tournament; it’s a great destination; the weather should be fantastic … I think it’s going to be the best event ever.”
PHOTO: NIGEL FRENCH / UEFA
AC Milan enjoyed a Priceless Moment at Old Trafford last May – and so did MasterCard.
During the run-up to the final tournament, MasterCard has been featured on UEFA’s and UEFA EURO 2004™’s official websites via a button based on ‘priceless moments’ – the message being that neither MasterCard nor anybody can buy priceless moments but a MasterCard can help you to acquire everything that will lead to a priceless moment.
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The second Marketing Workshop allowed commercial partners to get together in Lisbon.
Bem-vindos, commercial affiliates
Luis Pinto Enes talks the commercial partners through the host broadcaster’s projects for UEFA EURO 2004™.
In November 2002, the first-ever Marketing Workshop was held at UEFA’s headquarters in Nyon, giving UEFA EURO 2004™’s commercial partners an unprecedented chance to get together and plan for an event whose marketing aspects had, in the past, been handled by an outside agency rather than UEFA. The Workshop was such an unqualified success that the logical follow-up was to hold the second Workshop in Lisbon and allow the partners to get their feet well and truly on Portuguese soil. What’s more, several more signings had taken place since November, so it was the first chance for an almostcomplete family to get together. At the Dom Pedro hotel in Lisbon at the end of June, all the teams were keen to field a full squad, with a resulting attendance figure of 164 persons. The squads comprised 26 from UEFA (mostly from the Marketing Operations Centre), 28 hosts from Euro 2004, S.A., 61 international commercial affiliates and 49 from
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Portugal. The teams were, in alphabetical order, Adidas, BPI, Canon, Carlsberg, Coca-Cola, CTT-Correios, Dentsu, EBU, Hyundai, GALP Energia, Grupo Portucel Soporcel, JVC, Mastercard, McDonalds, NTT Communications, Octagon CSI, PMG, Portugal Telecom, Verio, Vista Alegre Group and Warner Bros. As UEFA’s Director of Professional Football & Marketing, Lars-Christer Olsson, said during his welcome address, “It is important to create the right ambience for co-operation, to create a family feeling amongst everyone.” The three-day work-
offered a chance to absorb the flavours of Portugal. They enjoyed a bit of ‘beach culture’ in Estoril; contemplated the Lisbon skyline from the Castelo de São Jorge; and had a good look at the new Estádio da Luz. At the same time, they were able to sample some of the delights that the commercial partners will be offering the fans next year – such as a Carlsberg human football match or a Coca-Cola bouncy football game.
“It’s important to create a family feeling” was one of the messages from Lars-Christer Olsson when he opened the Workshop in Lisbon.
shop certainly succeeded – especially as it gave the international partners the opportunity to make contact with the national supporters they had not previously met. As it was the first Workshop to be held in Portugal, the focus was very much on tournament organisation, exchange of information and discussions aimed at generating the closest-possible co-operation on site.
Carlsberg’s Senior International Marketing Manager, Keld Strudahl, talks to the European Broadcasting Union’s controller of sport, Marc Jörg.
Right: Workshop participants were emphatically informed that Portuguese gastronomy is ready to impress the world.
Philippe Margraff, Head of the Marketing Operations Centre, acted as Master of Ceremony at an event that was officially described as a Marketing & Media Workshop, though the ‘media’ component boiled down to an update on TV matters and a broadcast sponsorship meeting between the EBU and representatives from Carlsberg, Coca-Cola, JVC and McDonald’s. The agenda covered all marketing aspects of the tournament, including an update on the Licensing and Premiums programme, and gave all the commercial partners chances to discuss ideas and issues on a one-to-one basis. After ‘working hours’, the visitors were
“It’s extremely useful to have workshops like this,” commented Carlsberg’s International Marketing Manager, Keld Strudahl. “It’s a forum for us to exchange ideas with UEFA and other sponsors and to share information. It’s an important event in our preparations for the tournament.” Eric Vlieg of Adidas added “Sharing ideas and information proves to be educational as well as very inspirational.“ The sparks of inspiration will be flying again when the next Workshop is held in six months’ time.
Kinas hit the high notes as visitors were treated to some Portuguese music.
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During the inaugural match, Cristiano Ronaldo, playing his last match for Sporting Clube, is held back by his future Manchester United team-mate, Wes Brown.
Lion’s Roar fills
new Alvalade Stadium
Wednesday 6 August 2003 will go down in the annals of Sporting Clube de Portugal as one of the key dates in the history of the famous Lisbon club. More than 50,000 Sporting fans joined the President of the Portuguese Republic, Jorge Sampaio and the Prime Minister, José Manuel Durão Barroso at the inauguration of the brandnew José Alvalade stadium. Sporting’s magnificent win over Manchester United only served to extend the party further into the night. But this was not only a great night for Sporting fans – Lisbon was the stage for the inauguration of the first newly-built stadium for UEFA EURO 2004™.
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The white flowing sheets that were unfurled above the pitch for the start of the opening ceremony, shone with projected images of The Viscount José de Alvalade, one of the founders of the club, along with sportsmen who have become part of Alvalade’s history, such as António Stromp, Peyroto, Yazalde, Agostinho, Damas, Carlos Lopes, Fernando Mamede and the ‘five violins’. A large box was then brought on to the pitch and opened to reveal a huge banner with the Lion, Sporting’s symbol, etched onto it. Within minutes the colour green, the club’s trademark colour, was painted around the Lion. Dulce Pontes sang the new club anthem and it was Jesus Correia, the last living member of the ‘five violins’, who kicked-off the inaugural match.
later and handed the emotive Number 7 shirt recently vacated by David Beckham.
The key players at the inauguration were, from left to right, Jorge Sampaio, president of Portugal, the former Sporting Clube president Pedro Santana, currently Mayor of Lisbon, and the current Sporting Clube president, Dias da Cunha.
An aerial view of the brandnew stadium.
Luís Filipe, Sporting’s young right winger, made history by scoring the first goal at the club’s new home after 25 minutes. João Pinto, considered the ‘man of the match’ by Sir Alex Ferguson, scored two more goals in the 69th and 71st minutes and it was even Sporting who scored Manchester United’s goal when Hugo turned the ball into his own net to put 3-1 on the scoreboard four minutes from the end. The home side also beat Manchester United in terms of motivation. The historic inaugural game served as an inspiration to the Sporting players – not least leftwinger Cristiano Ronaldo, who produced such a superb performance that he was signed by Manchester United a few days
PHOTO: FRANCISCO PARAISO
The light show closed the inaugural ceremony at the José Alvalade stadium.
The celebrations didn’t end with the final whistle. A laser show lit up the stadium with an array of colours with green, understandably, taking pride of place. Lisbon has a new stadium, Sporting have a new home and one of the venues for UEFA EURO 2004™ is now up and running.
An historic picture of the stadium immediately prior to its official inauguration.
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PHOTO: FRANCISCO PARAISO
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PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
Blue and White … The inaugural ceremony at the refurbished Dom Afonso Henriques stadium.
PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
Portugal’s Deputy Prime Minister, José Luís Arnaut, unveils the commemorative plaque at the stadium in Guimarães.
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Those were the primary colours decorating the D. Afonso Henriques stadium in Guimarães when FC Porto and União de Leiria ran on to the pitch to dispute the Cândido de Oliveira Super Cup on Sunday 10 August. Staging the annual fixture was a reward for all the people who had made Guimarães the first stadium to be ready
for UEFA EURO 2004™, completing the work comfortably within schedule. Around 30,000 fans, mainly from the northern club, flocked to the venue and took the chance to admire this completely refurbished stadium with its state-of-the-art facilities. It was also an important day for Euro 2004, S.A. as a pilot group of twenty volunteers had been selected to work alongside the Portuguese Football Federation in providing support to the media. This was a pioneering experience in preparation for next year’s final tournament.
The FC Porto players – especially their captain Vítor Baía – are happy to lift the Super Cup in Guimarães.
Fireworks illuminate the night sky in Guimarães.
PHOTO: RECORD / LUÍS VIEIRA
On the pitch, FC Porto added to their collection of silverware thanks to a solitary second-half goal by substitute Costinha. The team that ended a memorable 2002/03 season with a 1-0 win over União de Leiria in the Cup final to complete a unique League, Cup and UEFA Cup treble, started the new season with an identical result against the same opponents to add the Super Cup to their collection.
PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
PHOTO: RECORD / LUÍS VIEIRA
FC Porto’s Paulo Ferreira is challenged by Duala from União de Leiria.
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PHOTO: Euro 2004, S.A. / FRANCISCO PARAISO
“The Descobrimentos programme is very exciting because what we can offer in the new stadia is really spectacular.” Louise Dier attacks her new challenge with great enthusiasm.
Louise Dier is a Cambridge University law graduate and experienced sports marketing executive who since February 2003 has been the Head of the Hospitality and Catering department in the Marketing Division of Euro 2004, S.A in Lisbon. Her aims are to provide a superlative Commercial Affiliate hospitality programme and the ultimate in corporate hospitality at UEFA EURO 2004™.
Discovering
Descobrimentos “In my professional career, there have been some great sporting moments I will never forget,” says Louise. “One of them was the first big American football game in the UK between the Dallas Cowboys and the Chicago Bears at Wembley Stadium which caused a media frenzy. I spent a formative two years at West Nally (Patrick Nally was the creator of the Euro sponsor formula which is still used today) and, later, eight years at IMG in London, which were extremely varied and rewarding. However the challenge that lies ahead here for my colleagues and myself is not comparable with anything in the past.” “Our focus this autumn is to develop our plans for the Sponsor Villages, working closely with the Commercial Affiliates to identify their individual needs, but earlier in the summer we concentrated our atten-
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tion on the Descobrimentos Corporate Hospitality Programme which went on sale on 15 July. In all areas I am now working closely with our newly appointed Hospitality Management Company, Do & Co International from Austria – best known for their creative service in tennis and Formula 1 – who are delighted to be bringing their expertise to football.”
“No other European Football Championship has offered such an extensive corporate hospitality programme and this is the first time that UEFA, through the joint venture company, has sold hospitality direct to the customer,” Louise explains. “At EURO 2000 even some of the large stadiums had only 20 Sky Boxes (the top product) available. At Estádio da Luz we have 140! And we have already nearly sold them out. What’s more, we are working with venues built from scratch or which have been completely refurbished. Our Portuguese clients, who have been following the progress of construction work, will not be so surprised when they first visit the stadiums this season. But I am certain that visitors from abroad will be left in awe. The product we are offering is exclusive and of very high quality”. “Almost 82% of what we have on offer is concentrated in the three large stadiums, Luz, Dragão and Alvalade, which host 15 of the 31 matches,” Louise adds with contagious enthusiasm. “We believe the hospitality programmes at these stadiums will be sold out before the Final Draw and I’m pleased to add that we have already sold packages at all 10 stadiums from Braga to the Algarve. It is said that corporate hospitality thrives in events where tickets are sold out so the success of the general ticket sales, combined with the
unbelievably far reaching appeal of football at present, should guarantee us a highly successful programme. Up till now, our most important targets have, understandably, been Portuguese companies, who have responded in spectacular fashion. The response from international companies has also been encouraging though some will risk waiting for the Final Draw on 30 November to see where their teams will play. So these are exciting times for me and my team of Daniela Angelo, Susana Moura and Tiago Belchior who are showing unparalleled dedication to this project.”
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PHOTO: RECORD / MANUEL ARAÚJO
Luís Figo, who played one half for each team, is challenged by his former Real Madrid team-mate Geremi.
5-5 draw PHOTO: RECORD / PAULO CESAR
is
PHOTO: RECORD / LUÍS VIEIRA
Ronaldo, Rui Costa and Fernando Couto were delighted to wear the shirt of the Luís Figo Foundation.
Michael Schumacher, who demonstrated his fitness by playing the full 90 minutes, shields the ball from AS Roma defender Christian Panucci.
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victory for Charity
One of the UEFA EURO 2004™ venues – the Estádio do Bessa in Porto – was the scenario for an All-Star game in July. Almost 17,000 spectators went to the stadium to watch the game featuring a team wearing the colours of the Luís Figo Foundation against a UNICEF team, with the proceeds from the match being used to help under-privileged or handicapped children. The spectators certainly couldn’t complain about lack of value for money. A thrilling game ended in a 5-5 draw, with Raúl putting the Foundation 1-0 up; Sérgio Conceição and Michel Salgado hitting back to make it 2-1 for UNICEF. Then Ronaldo equalised; Zinedine Zidane and Ruud van Nistelrooy put the ‘visitors’ 2-4 ahead. Pauleta made it 3-4 only for Sol Campbell to put the ball into his own net to make it 3-5 for UNICEF. Then Pauleta completed a hat-trick to give both teams an equal share of the ten goals.
Not surprisingly, Luís Figo was the life and soul of the party, along with the likes of Rui Costa, Raúl, Ronaldo, Hierro, Fernando Couto, Laurent Blanc, Zinedine Zidane, Robert Pirès, Sérgio Conceição, Ruud van Nistelrooy and, amid the host of familiar faces, Formula 1 star, Michael Schumacher who played the full 90 minutes; set up a goal with a brilliant through pass and demonstrated that he’s just about as good with a ball at his feet as with a steering wheel in his hands. What’s more, a lot of cameras focused on the benches, where the Luís Figo Foundation team was led by world champion and current Portuguese national team coach Luiz Felipe Scolari. His ‘opponents’ on the night were Vicente Del Bosque and Carlos Queirós, the former and current coaches at Real Madrid.
Congratulations‌ Bulgaria
Czech Republic
France
Sweden
‌ on qualifying for the Final Tournament. 35