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The executive committee of the football world federation (Fifa) gave in Zurich the 6th July 2000 the world championship to Germany. Because of this decision, there began immense preparations for that in the republic and the federal and state government. This actions had far reaching consequences even for the economics and ethics. Besides the government, there were a few economical companies which were involved in the public support. (Die Fußball WM 2006 in Deutschland und ihre ökonomischen Effekte- translated: The football world championship 2006 in Germany and their economical effects; Author: Stefan Eisele; 2001, Abstract). Because of this firms, the propagation of the event reached besides the sports aspect also social, economical and political areas.
As a platform for this phenomena called Stefan Eisele (2001) the growing interest of visitors and media and besides that a improvement of marketing communication.
Football developed to a mass meeting. With the start of this world championship, it starts also a public viewing hysteria. Everybody wanted to watch the games on central places in big cities. But there were far more visitors than places. So everybody who wanted to visit the game in this place, has to be there hours before the game starts. But everybody tries to do the same. This was one instrument, to get the football more brand marked into the heads of the people. They tried to pretend that football is much more important than everybody thought it is. So the worth of the game itself was risen and the result was secondary.
Which were the most important factors for the success of the football world championship?
The football world championship 2006 in Germany was planned by a man who is known to make everything to gold, what he touches. Franz Beckenbauer, a german football legend.
As the Germans are known for their planning, they started calculating the costs and the over all profit for the country, which they expected as 8 Mrd euros. That would be 0,36 % of the GDP in Germany (Sportschau.ard.de// 135 Millionen Überschuss bei WM/ translated: 135 million overage at football world championship/ video form the frist German program)
Because of this calculations, Germany invested 1,38 mrd euro for the upgrading from stadiums. Besides that, they invested 3,7 mrd euro for the infrastructure and 500 mio euro for advance sale of the admission tickets.
But how to measure the effect of the whole event? It is difficult to compare the financial proceeds with the immaterial. The streets for example could be used after the football championship for a long time. But how to measure credits, like the view the world has from Germany? The motto of this event was like “The world should be our guest , because they are our friends”. This motto and the whole games it selves changed definitely the point of view, the world has about Germany, and even the self- perception of the Germans has changed, but more about that later.
Besides that, it is unsure, if there are some following costs or pay-offs. Will the gastronomy in Germany profit a long time? Maybe the foreigners liked Germany so much, that they will visit it more often in the future? Or they will by some fan articles, because they were becoming fans from German football teams?
One other positive effect is, that there were created 50 000 more jobs during the games and some of them are still remained.
Against that, the German institute for economical research (Deutsches Institut für Wirtschaftsforschung) said, that the effect for the economical situation in Germany is almost the same as before. The spending form foreigners in the country were only 500 mio euro and therefore not relevant for an economical effect. (www.Stern.de : Wachstum wie lange nicht mehr// translation: growth as it didn't happen for a long time)
One important factor for the success of the football World Championship were the medias. The committee tried to sell the rights of live broadcasting and the broadcast agencies tried to build packages where they wanted to sell not only a football game, but a football experience. They delivered background information about the players, and talked about their private live to increase the target group. For the telestations it was important, to make football to an experience for the whole family and win especially the women as new customers.
Over all there reported 14 000 media agents all over the world in 205 different countries.
Because Germany reaches the half finale, this game achieved the highest broadcasting rate ever in Germany, excepted screenings under 15 minutes. More than 31 mio people watched the game, even if 10 mio people haven't watched the game from their own television.
Because there were not enough places in the stadiums for all people who wanted to watch the game there, the FIFA decided to implement public viewings in the big cities. They organized big screens for example at the market places, to show the games there.
Besides that, all cities got the right, to organize their own public viewing without paying taxes or some other fees for the live broadcasting. (Handelsblatt 29.6.2006, German economic newspaper, interview with Rober Idte)
What happened in Germany during the last football world cup?
Problems at the championships
According to Maik Eckardt (Fußballnationaltrainer Jürgen Klinsmann auf dem Weg zur Fußball WM 2006- seine Arbeit im Fokus der Presse// Translation: Football National trainer Jürgen Klinsmann on the way to the football championship 2006- his work in focus of the press; 2007; publisher: GRIN) existed also problems. One of them was, that politicians made a difference between football stadiums in western and eastern Germany, while they discussed the places for the games, which were splitted over complete Germany. Even the unification of the country 15 years ago, there are still differences. Normally the politicians try to avoid discussions about them, but in order to choose the best stadiums to represent Germany they criticized the quality of the ones in eastern Germany. Until then, they tried to deemphasize the problems, but with the discussions they evoke the differences once again.
Self- perception of the Germans and change
After the Second World War, Germany worked hard to work off the history and got a lot of efforts to change the mind of racism. A lot of years, Germany tried to work at international relationships, gave much money to Israel because of the holocaust and tried to fight against everything which had to do with the Nazis. For a long time, it was unimaginable, to wear clothes with the German colors or put a German flag out of the window. Everybody was afraid to be called a Nazi and nobody wanted to have s.th. in common with the old history of the Third Empire. But Germany lost one thing in that times: their national pride. They had no feeling of being one nation because nobody wanted to talk about the nation. It was like a kind of forbidden topic.
The politics tried to create one country which could be proud of their selves, but even they are afraid to get put in the corner of racism.
What the politics didn't change in years, the football was able to change in four weeks. It gave the Germans a platform to be a fan of the own country without being considered as a Nazi and without being against other cultures. That it could happen so fast, was a merit of the media and the professional skills of the organization team. They showed the population that sport can change a habit and point of view really quickly, It is an instrument that speaks all languages in the world, because everybody can understand. Inside the game, there are no cultural borders. The rules are for everybody the same and the best players will win, it doesn't matter if they are black or white. (“Zeit” German newspaper/ Angst vor der Nation: translated: Fear form the nation; 19.6.2006/ Author: Jürgen Grönig)
The change of the opinion from other countries to Germany was changing as well. Especially the fact, that exotic teams were welcomed with open arms, changed fundamentally the opinion about Germans in other countries. This change was really obvious in England, because after the football championships, they changed the schedules in school. German history was teached before only until 1945, but now there is as well a part which consider the time after 1945. The result is, that the number of German courses are increasing.