www.psam.uk.com
Maracana’s renovation has put it back in the top tier of world stadiums.
column soccerex
The real event makers
T
hey are the arenas which will host the greatest sporting event the
world has ever seen, the theatres where dreams will be realised, the stage for the world’s fi nest players to write their own page in footballing history, and a key determinant of how fans will experience and remember the 2014 FIFA World Cup in Brazil.
It is no surprise then that the 12 stadiums chosen for the 20th edition of football’s premier event have received the level of media scrutiny and attention that they have over the past six years. The interest around the stadiums and host cities has been at fever pitch at each Soccerex Global Convention in Rio de Janeiro, where, over the past three years, senior 2014 Local Organising Committee members and senior representatives from all 12 cities have brought the world of football up to date on the country’s preparations to host the tournament.
The successful staging of the 2013 FIFA Confederations Cup showed that Brazil is capable of staging a major tournament. Thanks to that extraordinary rendition of the Hino Nacional Brasileiro, which inspired the Brazilian national team to victory, the Maracana retains its title as the greatest stadium in the world. Now the construction phase is near completion
Ricardo Trade, Executive Director of
Operations and Competitions of the Local Organising Committee of the 2014 FIFA
World Cup, spoke at last year’s Soccerex Global Convention in Rio.
Venues are at the heart of customer experience and sponsor activation and that means providing access to the social media that fans love to use. World Cup stadiums in Brazil will deliver this digital engagement.
... all 12 stadiums, for the fi rst time in history, will be providing free wi-fi access to all fans.
at every stadium, this year’s programme at the Convention will focus on how the venues and their associated projects will aim to deliver an unforgettable experience for everyone involved.
This experience will be created at the stadiums and extend to the fan parks across Brazil by sponsors competing with one another to use the venues and innovative stadium technology to engage with their customers. Whether this is through the use of high-defi nition video screens placed around the stadiums to project digital content and interactive fan services or by installing interactive areas in hospitality boxes with customised content and access to order merchandise, the unprecedented opportunities available to sponsors is something that must be capitalised on. To explain how their companies are preparing to target the fans that will fl ock to Brazil, senior representatives from offi cial World Cup partners, sponsors, supporters and suppliers will be taking part in an exclusive session where their pre, during and post tournament sponsorship strategies will be revealed.
The 2012 Olympic Games proved to be the fi rst ‘digital Olympics’, partly due to the increase in fast and reliable wi-fi at venues and the smartphone revolution. Looking to make next year’s tournament the fi rst ‘digital World Cup’, all 12 stadiums, for the fi rst time in history, will be providing free wi-fi access to all fans. To help explore this phenomenon, a groundbreaking session at the Convention, summoning experts from social networks, broadcasters, governing bodies and major events media specialists will discuss how fans, journalists, players and sponsors will be using the widespread wi-fi to engage with one another, share their experiences through social media and provide broadcasters with exclusive interviews with players and federation representatives.
Soccerex Global Convention in Rio de Janeiro 23-27 November
www.soccerex.com/global +44 (0)20 8987 5522
enquiry@soccerex.com
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