WKNL 2013 - ENG

the practice matches recommendation committee Campaign online platform media partners school participants loyalty program business club awards sponsor proposition strategy expansion Live like a Pro the coach strategy expansion Live like a Pro the coach selection

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INDEX/

02 Introduction

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WK Nederland

4

Coach

Selection Friendlies

6 6 7

Impression

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Campaign

Online platform Media partners School participation Press conference Print Loyalty program Business club Tribute

9 9 10 10 11 11 12 12 12

Sponsor proposition

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Impression

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We invite you to take part in whichever manner pleases you!

Gerard van der Werf Initiator WK Nederland

INTRODUCTION/

Every two years millions of people are captivated to the television during the World Cup and European Championships. What is nicer than such a football spectacle that everyone looks out to, almost nothing right?

But 4 friends thought differently of this 12 years ago. Why should a World Cup always be organized in a foreign country? This could just as well be organized in Amsterdam. Nowhere in the world are there more nationalities present than in Amsterdam, also it has beautiful sports accommodations. The idea of WK Nederland was born!

In April 2001, the first edition took place in the sport hall Zeeburg with 10 national teams with lots of media and public attention. From the beginning there were also sports- and televisioncelebrities involved.

They have never let go of this event. This makes sense, as it grew into a major urban event with its own (multicultural) character. Now 12 years later, we can say that WK Nederland is a meeting place between many nationalities, a place where cultures views are exchanged and mutual respect arises from it. Great anyway that sport and culture can be used to create social cohesion and acceptance and a place for young and old, regardless of your cultural background. The WK Nederland has grown to become much bigger than we could have expected 12 years ago. Step by step we have grown each year because the participants and public carry WK Nederland and we are very proud of this. This year the event will be organized for the 13th time and it is unthinkable to exclude it from the Amsterdam event calendar.

03

WK NEDERLAND/

04

The WK Nederland (known before as WK Amsterdam) has arrived to its 13th edition. It is an event that brings the multicultural society together on a sympathetic manner. It offers a podium to show the ‘national pride’ of the Dutch and foreigner roots on a sportive manner.

WK NEDERLAND The ‘alternative’ World Cup has already acquired a solid state, one looks forward towards the event at an early stage. The organization has concentrated on a new formula after 12 editions with a new formula and focus to bring the WK Nederland to the next level on aspects such as strategy and professionalism without destroying the current charm. So that new markets and possibilities can be tapped into for the multicultural football event in the Netherlands.

STRATEGY From the current success factors we have defined a strategic plan of chances and possibilities that can be added to the WK Nederland. We have summarized this strategic route under a clear proposition: Live Like A Pro. On all fronts we want to provide WK Nederland an effective and professional character.

EXPANSION At first we want the team selection to be more professional, with the sportive thought that participation is perhaps more important than winning…A message that fits with the current society

LIVE LIKE A PRO

We will still have a selection of one team per country but this time will add a 7x7 tournament. By adding this extra category we give the opportunity for more footballers to represent their country.

WK NEDERLAND/

05

COACH/SELECTION/

06

COACH We start at the beginning: appoint a coach to each team. We want to make a staff department with the coaches of the Men, Women and Youth so that they can collaborate for optimal output.

LIVE LIKE A PRO

The coaches of each team from the World Cup will be approached, for this purpose trainers with an ethnic relationship will be selected from the amateur league. We select coaches who have support from all the supporters. We expect the coach to take their task very seriously.

The coach from the World Cup will get an assistant coach; they can for example be the current coach of the national team. Together they form the complete staff department of a country.

THE SELECTION When we start making it more professional then we must carry this through on all aspects. Everybody in the Netherlands is therefore eligible for a place in a team.

LIVE LIKE A PRO

The staff of every coach is equipped with a scouting department. Via the scouts, which are part of the football network, the coaches get tips and recommendations on valuable players. During the special selection days (at district level) players throughout the country are invited to come train at the most beautiful sport complex in the Netherlands: Zeist. This is facilitated in a fun way where it is obvious that WK Nederland is the organizer.

After the selection we will of course prepare the teams for the WK Nederland. This match program will be initiated by the organization of WK Nederland: we choose which teams play friendlies against each other.

LIVE LIKE A PRO

The friendlies are a perfect test case for everyone that takes part. WK Nederland will promote and provide an extra nuance: the home team will ‘take care’ of the away team: hospitality, by cooking for the guests and making them feel at home. The multicultural aspect of WK Nederland is a beautiful nuance. Every team therefore plays home as well as away.

RECOMMENDATIONS COMMITTEE We want to announce a recommendations committee: a selection of leading (ex) football celebrities that have a position of authority and knowledge to convince the followers.

FRIENDLIES/

FRIENDLIES

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WK NEDERLAND/

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CAMPAIGN From the newly created strategy other opportunities and possibilities arise to raise the entire event to a higher level. We have developed various communication elements in which Live Like A Pro is central‌

ONLINE PLATFORM Central to our communication is an effective online platform where an extensive website is created so that every team can have their own team page: to present the selection, to update the spectators of the latest developments, to put the teams and their developments under the spotlight. To communicate the match results, to publish the statistics and to promote their own matches.

But also to publish any own made videos and we have developed an app where one can upload their pictures easily to the site.

The film material that we obtain throughout the event will also be published through this platform.

CAMPAIGN/

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CAMPAIGN/

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MEDIA PARTNER WK Nederland has lots of media value. We have looked for collaboration with the local TV channel AT5. A channel that is widely anchored in the region and from the past handles lots of affinity with WK Nederland. We have a story in mind in which the teams are followed on their Road To The Final. It will present the teams, the hospitality around the friendlies, the sessions where the teams cook for each other, the Fair Play-aspects and apparent ‘risk events’ (USA vs. Iraq) where the players show mutual respect for one another; Live Like A Pro avant la letter…

This way we can put WK Nederland in a convenient and positive manner under attention in a television series that evokes emotional and inspiring imagination and from inside out shows the passion, drive and power of WK Nederland.

SCHOOL PARTICIPATION We actively involve the youth with the WK Nederland. Firstly our focus is at the (lower year) schools in district East. A target group of schools has a positive image towards the total event. In consultation with the responsible authorities we want to develop a curriculum where the focus lies towards sport, mutual respect and ultimately the event.

We will launch a football carnival, within the range of the program, which will take place the day before the WK Nederland. Children can take part in clinics, workshops and football related games. But also make a banner for their favorite team, practice a yell, attempt a Guiness Book of Records (to be determined) and receive training to be a ball boy or ball girl. We also want the children to act as ambassadors for the Fair Play-

An added bonus is the active characteristic of this program. At the moment there are lots of campaigns to get children to be active again and to this idea WK Nederland fits perfectly.

LIVE LIKE A PRO

The campaign is focused on loading the message Live Like A Pro in relation to the WK Nederland. Hereunder we can define different contact moments:

PRESS CONFERENCES

• Once we have newsworthy material we organize press conferences in which the coaches express their selection and which we present to the Recommendation Committee that will support the WK Nederland on several aspects.

PRINT

• We will link several magazines and newspapers to the WK Nederland. We can adopt a booklet in De Telegraaf (Telesport) where a special issue is entirely focusing on WK Nederland. This also applies to for example VI, Metro and/or De Spits where we can promote WK Nederland.

CAMPAIGN/

element in WK Nederland; we will give each child a set of special Fair Play-straps that they can wear during the tournament and give away to a player that they think have a sportsman like behavior…Fair Play – Live Like A Pro will be printed on the straps. We can also connect foundations of famous ex-football players to the straps.

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CAMPAIGN/

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LOYALTY PROGRAM

• We will launch a special football sticker book with a retail partner. The collecting of such items in the past years (AH promotions) paves the way for us to use a similar tactic. We imagine that one can gather our football stickers and place them into a special sticker collection book. Trading is by all means also permitted during WK Nederland…

BUSINESS CLUB

• A professional organization must have a real Business Club, a formation of people who act as the ambassadors of WK Nederland. They can play an active role in the sponsorship policy; participate with the developing on conceptual level, facilitate the launching of the opening at the Official residence of the Mayor and for example discuss with the embassies to join the WK Nederland.

AWARDS

• To rule is to look ahead; therefore we have also had a little thought about the awards. A final event in the Jaap Eden hall is obvious and undoubtedly a wonderful time to utilize the press on many fronts.

The WK Nederland is an excellent event and opportunity to interact especially with a large and diverse audience. The scope of the event with its pre-trajectory, post-trajectory and nationwide communication platform is enormous. WK Nederland offers its potential sponsors the ability to sponsor this event at different levels. Naturally we aim to provide a line-up that reinforces WK Nederland and their partners.

There are various possibilities for participation both during the event and in the campaign prior to the event. We will create an inventory of the needs and communication objectives per sponsor to compose a tailored package.

Thanks to the experience from the previous editions we can quickly and efficiently compose a package: based on physical visibility at the event, entries in different (national) communication channels and in various hospitality projects. WK Nederland is also developing a digital platform and a little promotion campaign that could form part of a specific sponsor package.

In consultation with all the stakeholders WK Nederland ensures maximum coordination of sponsorships and sponsorship package that is most profitable to all parties.

SPONSOR PROPOSITIONS/

SPONSOR PROPOSITIONS

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IMPRESSION/

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IMPRESSION/

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For more information please contact: Vadym Zellner Directeur WK Nederland Vadym@wknederland.nu 06-29309849 WK Nederland is part of the foundation ‘Samen in Amsterdam’ and is established in Amsterdam Zuidoost, Frankemaheerd 12, 1102 AN.

Text: WK Nederland, Vadym Zellner, Dennis Berk, Edwin Kool Photo’s: are taken during the last 12 years of WK Nederland Design: PICADIA - Michael Kolf, bno

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