Capit 3 Dubai2009 PDF

MARKETING HIGHLIGHTS
FIFA Marketing Division

The Works, Leeds
FIFA.com
Action Images, FIFA, Getty Images and Shutterstock
FIFA Productions Department
December 2009
Fdration Internationale de Football Association

FIFA-Strasse 20 P.O.Box 8044 Zurich Switzerland
Tel: +41-(0)43-222 7777 Fax: +41-(0)43-222 7878 www.FIFA.com
FIFA Beach Soccer World Cup
Content
Layout
Additional Sources
Photography
Production
Date
FIFA Beach Soccer

World Cup Dubai 2009
Marketing Highlights
02
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Welcome
Presidents Welcome
It is with great pleasure that I
welcome you to the third edition
of FIFAs Marketing Highlights
report, this time focussing on
the FIFA Beach Soccer World Cup
Dubai 2009. This publication will
look back on the tournament
and provide all those involved
with a memorable review of their
involvement in the event.
Finally, I would like to say thank

you to all of our Partners as well
as our National Supporters and
the numerous volunteers, whose
ongoing support is absolutely
vital to the continuing success
of this event. I hope this report
will serve as a vivid reminder of
the great success of this years
tournament.
After three years of hosting this

event on the Copacabana Beach
in Rio de Janeiro, we decided to
stage last years edition in Marseilles,
thereby widening the global
Joseph S. Blatter
reach of the event, and finally
FIFA President
bringing this years competition
to the United Arab Emirates. By
broadening the horizons of the
tournament, we hope to engage
more and more football fans in
the beach soccer experience and
further develop this unique sport.
The increasing global appeal of this
event is highlighted by the fact that
all 32 of the matches in this years
tournament were broadcast in more
than 150 countries worldwide.
This is a key indicator of the rapid
growth that this event and beach
soccer itself have experienced in
recent years.
FIFA Beach Soccer

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Contents
Contents
06
The Tournament

Facts and Figures

What is Beach Soccer?

Competing Countries

History

Official Marks

Match Overview

Host Country United Arab Emirates

The Venue Dubai / Jumeirah Beach

The Draw

Closing Ceremony and Final Game

Awards

Quotes and Reflections
Marketing Structure
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FIFA Partners / National Supporters

Perimeter Boards

Adverts in Official Programme

Infotainment Adverts

adidas

adidas / Coca-Cola Used

Matchball Programme

Coca-Cola

Emirates

Hyundai

Sony

Visa

National Supporters
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Marketing Programme
66

Official Merchandise
66

Ticketing and Hospitality
68

Outdoor Media / Stadium Dressing
70

Commercial Affiliates On-site Exposure 72

Youth Programme
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76
TV and Media

TV

Media

New Media FIFA.com

Press Clippings
84
Outlook
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FIFA Beach Soccer

Facts and Figures

EVENT TITLE
FIFA Beach Soccer World Cup Dubai 2009
DATES
16 22 November 2009
HOST COUNTRY

United Arab Emirates

Capital
Abu Dhabi
Surface Area
83,600 sq km
Population
5,671,112
Official Language Arabic
VENUE

HOST CITY
Dubai
STADIUM
CAPACITY
Jumeirah Beach 10,000
FORMAT Four groups of four teams. Top two teams of each group qualify
for the quarter-final. Leading to the semi-final, 3rd / 4th place
match and the final.
No. OF MATCHES
32
HOST
BROADCASTER
ART
SALES /
DISTRIBUTION
TV rights have been sold to 199 territories (April 2009)
FIFA PARTNERS
NATIONAL
SUPPORTERS
LOC

Dubai Sports Council

Al-Jadaf
Dubai Municipality Sport Club
BUR Dubai
Dubai, United Arab Emirates
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Abu Dhabi
The Tournament
Facts and Figures
Dubai
FIFA Beach Soccer


Beach soccer matches are highly entertaining affairs that feature
a constant flow of spectacular plays. As it is difficult to roll the
ball on the sand, the strategy naturally shifts toward flicks,
tricks, volleys and bicycle kicks. The sport embraces both the
lifestyles commonly associated with beaches (family recreation,
youth culture, fitness, fashion) and a variety of American
sporting influences, such as cheerleaders performing amidst
the action, adding an air of glamour.
Everything you wanted to know
about Beach Soccer
The pitch
Consisting, unsurprisingly, of sand,
levelled and free of any obstacles that
could present an injury risk for the
players, a beach soccer playing area
must have a minimum depth of 40cm.
Between 35 and 37 metres in length,
pitches are between 26 and 28 metres
wide. The goals are 2.20 metres high by
5.50 metres wide. The halfway line is
demarcated by two posts with red flags.
Nine metres out from the goal lines,
an imaginary line, marked this time by
posts with yellow flags, indicates the
penalty area and therefore the spot
from where penalties will be taken (at
the central point on this line). Finally,
there is a substitution zone alongside
the touchline.
The ball
Although of a circumference identical
to a normal football (between 68 and
70cm), a beach soccer ball is considerably
lighter. Weighing from 400 to 440 grams,
it is inflated just before game time to
a pressure of between 0.4 and 0.6 bars.
The players
In beach soccer there are five players
on the pitch for each team, one of whom
is a goalkeeper. Five additional players
are permitted on the substitutes bench
(four field players and one goalkeeper).
An unlimited number of substitutions
(including the goalkeepers) can be made
at any moment during the match. Beach
soccer players are not allowed to play in
shoes they must play barefoot.
The goalkeeper
Goalkeepers can pick up the ball within
the penalty area and are allowed to
wear gloves and a tracksuit.
The officials
Each match has two referees, both of
whom have equal authority to apply the
Laws of the Game. In addition, a third
referee and a timekeeper are stationed
at the timekeepers table, which is on
the halfway line on the same side as the
substitution zone.
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Playing time
Matches are played over three equal
periods of 12 minutes of effective
playing. The time is stopped when a
goal is scored, when the referee blows
the whistle for a penalty or direct free
kick, when a player is injured, or when
a team is trying to stall (in the view of
the officials). There is a three-minute
interval between each period.
A little bit more
In the event of a draw, a three-minute
extra time period will be played, followed
by a penalty shoot-out if the score
remains even.
Touch
Players must put the ball back into play
within five seconds either by throwing
or kicking it to a team-mate. Goalkeepers
can only restart play with a throw-in.
Very direct
There are no indirect free kicks in beach
soccer. All free kicks are direct and taken
from the spot where the foul has been
committed, or from the halfway line
(for certain offences such as stalling for
more than five seconds in the penalty
area, a second pass to the goalkeeper,
or play being restarted by a kick from
the goalkeeper). A penalty is awarded
if the foul is committed inside the
penalty area.
No walls
Defensive walls are not permitted at
free kicks. The player who has been
fouled must take the free kick (except
if he is seriously injured, in which case
his substitute will take it). If the foul
has been committed on the infringed
players half of the pitch, all players
other than the kicker must remain at
least five metres from the ball, but not
directly between the ball and the goal.
If the foul has been committed in the
oppositions half of the field, all players
must remain behind the ball.
Colour scheme
For certain serious fouls, a player may
be shown a yellow card. For very serious
offences or after a second caution, a
player will be punished with a red card
and must return to the changing rooms
immediately. After two minutes with a
one-player disadvantage, the infringing
players team may bring on a new player.
The Tournament
A few key rules
FIFA Beach Soccer

Competing
Countries
A record number of teams entered the

qualifying stages of the FIFA Beach
Soccer World Cup 2009, with more
than 65 competing countries from six
confederations taking part, all focussed
on qualifying for the final tournament
in Dubai.
Many of the usual suspects were present

in the elite field of teams arriving in
Dubai in November to take part in this
years edition, but there were also a
number of new qualifiers hoping to
disturb the beach soccer hierarchy,
such as FIFA Beach Soccer World Cup
newcomers Cte dIvoire, Costa Rica
and Switzerland.
COMPETING NATIONS (16 TEAMS)

CONFEDERATION TEAMS QUALIFICATIONS
AFC
Bahrain, Japan
CAF
Cte dIvoire, Nigeria
CONCACAF
Costa Rica, El Salvador
CONMEBOL
Argentina, Brazil, Uruguay
UEFA
Italy, Portugal, Russia, Spain, Switzerland
OFC
Solomon Islands
HOST
Russia
itzerland
Sw
tugal
Por
Spain
Italy
Salvador
El
sta Rica
Co
gentina
Ar
gu
Uru ay
Brazil
e dIvoire
t
Nigeria
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Sol
o
ited Ar
Un
a
Bahrain
Emirates
The Tournament
Competing Countries
Japan
n Islands
mo
FIFA Beach Soccer

History
Over the past decade, beach soccer has journeyed
from the beaches of Brazil to the hearts of millions
of fans all over the globe.
The participation of internationally
renowned players such as the Brazilian
Junior Negao, Portugals Alan and Madjer
and Spanish star Amarelle has helped
to expand television coverage to large
audiences in over 170 countries worldwide,
making beach soccer one of the fastest
growing professional sports in the world
and converting it into a major showcase
for international commercial opportunity.
The first Beach Soccer World Championship
was held in Brazil in 1995, organised by
the founders of the sports standardised
rules, Beach Soccer Worldwide. The
Brazilians were dominant in the early
tournaments, winning nine of the first
ten annual championships, all of which
were staged in Rio de Janeiro. The last
tournament to be organised solely by
Beach Soccer Worldwide was in 2004.
In 2005, beach soccer became a part of
the FIFA family, and in May of that year
the first-ever FIFA Beach Soccer World
Cup took place, keeping the traditional
venue of the Copacabana Beach in Rio
de Janeiro. To everyones surprise, France
defeated Portugal in the final, while hot
favourites Brazil fell in the semis.
The first FIFA Beach Soccer World Cup

was such a success that FIFA decided to
feature 16 nations from 2006 onwards.
At the 2006 tournament, the Seleo
avenged the previous years loss. In the
final of the competition, which was also
staged at the Copacabana, the Brazilians
triumphed against Uruguay and claimed
their first FIFA Beach Soccer World Cup.
The continuing success of the tournament
in 2007, where Brazil successfully defended
their crown, beating surprise finalists
Mexico 8-2 in the final, led to FIFAs
decision to broaden the horizons of
the tournament in 2008. The Plage du
Prado in Marseilles, France was chosen
as the first location to host a FIFA Beach
Soccer World Cup outside of Brazil. The
tournament was very well received in a
city classed by many as Europes home
of beach soccer, with Brazil once more
going home with the title.
The arrival of the tournament in Dubai
this year is a further sign of the continued
growth in popularity of beach soccer,
with the widening global reach of the
event set to develop the tournament
even further.
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Great turn out by fans

Rio de Janeiro
Brazil
Tournament Winners
Brazil
2005
2005

Tournament Winners
France
2008

Tournament Winners
Brazil
2007
The Tournament
History
FIFA Beach Soccer

Official Marks
The Trophy
The main inspiration behind the FIFA Beach
Soccer World Cup Trophy was to include
the elements water, fire, air and earth,
the sun, the sea and aerial footballing
acrobatics. The nature of beach soccer is
that it touches all the elements in a vibrant
and exuberant style.
2005 FIFA
Official Emblem
The FIFA Beach Soccer World Cup Official
Emblem remains the same for each
edition of the tournament, with only
the host country name and the year of
the event being adapted. The essence
of beach soccer is encapsulated in the
design, with the key elements of water
and sun visually portraying the vibrancy
of the event.
Graphic Element
The graphic element for the FIFA Beach
Soccer World Cup is inspired by the infinite
shape of the wave. The strong design
features of the element demonstrate the
physical strength that is required to play
beach soccer at the highest level. The
natural elements of water and sun are
key components of the graphic, alluding
to the beach environment where the
sport is played.
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The Tournament
Official Marks
FIFA Beach Soccer

Match Overview
The FIFA Beach Soccer World Cup was
full of thrills, with some high-profile
upsets illuminating a tournament which
ultimately ended with a familiar sight
that of the Brazilian team holding the
trophy aloft. The Solomon Islands opening
day victory against Uruguay was the
biggest shock of the groups stages, with
the win a clear indicator of the improving
level of beach soccer around the world.
By the time the tournament reached

the quarter-final stage, the competing
teams had a familiar look once more,
although the presence of dark horses
Japan and Switzerland was a surprise
for some. It was the Swiss team who
made the biggest waves in the final
rounds, with the devastating goalscoring
form of Dejan Stankovic leading the
team to the final in their first-ever FIFA
Beach Soccer World Cup. Their dreams
were ended in the final against Brazil
in an exciting match which rounded off
a memorable event.
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GROUP B TEAM
Uruguay
Japan
Portugal
Spain
Cte dIvoire
Solomon Islands
El Salvador
GROUP C TEAM
GROUP D TEAM
Russia
Brazil
Italy
Switzerland
Argentina
Nigeria
Costa Rica
Bahrain
Japan
1 2
Portugal
Russia
2 4
Switzerland
Brazil
6 4
Italy
Uruguay
3 2
Spain
QUARTER-FINALS
SEMI-FINALS
Portugal
2 8
Brazil
Switzerland
7 4
Uruguay
FINAL
Brazil 10 5 Switzerland
The Tournament
Match Overview
GROUP A TEAM
FIFA Beach Soccer

Host Country
The United Arab Emirates are a group of
seven microstates (emirates). The UAE
was formerly known as the Trucial States
following a peaceful treaty signed under
British rule in the 19th century.
The UAE federation was founded in 1971
from the merger of six emirates: Abu
Dhabi, Dubai, Sharjah, Fujairah, Umm
Al Quwain and Ajman. Ras Al Khaimah
joined a year later as the seventh emirate.
Abu Dhabi is by far the largest emirate,
comprising over 80 per cent of the
83,600 square kilometres that make
up the UAE.
The UAE boasts a population of 5
million, with Abu Dhabi and Dubai
accommodating 1,900,000 and 1,600,000
residents respectively. The development
of the petrol industry in the 1970s saw
a huge influx to the country. Today,
the population comprises 19 per cent
Emiratis, 23 per cent other Arabs and
Iranians and 50 per cent south Asians.
The vast majority of the population is
Muslim (96 per cent). Arabic is the official
language but English is widely spoken.
The UAE lies on the eastern side of the

Arabian Peninsula, bordered by Saudi
Arabia to the south and west, and the
Sultanate of Oman to the southeast,
while Qatar lies to the north-west. Most
of the territory is made up of desert with
rich sources of petrol which have been
exploited since the 1960s, particularly
in Abu Dhabi, Dubai and Sharjah. More
than 35 per cent of the annual federal
budget comes from oil and gas. The
climate hardly varies: hot (between 35C
and 45C) and humid (between 60 and
100 per cent) in summer and moderate
(15C to 25C) but dry in winter.
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The United Arab Emirates (UAE) may

not have the footballing heritage of a
country like Brazil, but this football-mad
nation is tremendously proud to host
two FIFA tournaments this year. After
hosting the FIFA U-20 World Cup 2003,
the FIFA Beach Soccer World Cup was the
first competition to land on the countrys
ground this year, with the FIFA Club
World Cup set to take place in December.
The UAE became a member of FIFA in
1972, barely a year after the country was
established, and joined the Asian and
Arab confederations in 1974. The UAE
hosted the sixth Gulf Cup in 1982, the
12th Gulf Cup in 1994 and the 17th in
2007. In 1996, the UAE staged the AFC
Asian Cup, an honour they carried off
with typical aplomb.
Although the national side has been
around for less than 40 years, the All
Whites can boast some impressive
results. They have reached the Gulf Cup
final on three occasions (1986, 1988,
1994), and won it in 2007 in front of
their home fans, by defeating Oman in
the final. They also reached the Asian
Cup final in 1996.
The following year the UAE U-20 side
qualified for the 1997 FIFA World Youth
Championship in Malaysia, but the team
did not reach the second round. In 2003
when they hosted the same tournament,
the UAE reached the quarter-finals,
with one of their players, Ismail Matar,
awarded the adidas Golden Ball. Without
doubt, however, their most impressive
achievement to date was in qualifying
for the 1990 FIFA World Cup Italy.
UAE are considered to be one of Asias

finest beach soccer teams after their two
successive AFC titles in 2007 and 2008.
However, their continental success was
not reflected on the world stage, as they
failed to make it past the group stages
at the FIFA Beach Soccer World Cups of
2007 and 2008.
The Tournament
Host Country United Arab Emirates
Football in The United Arab Emirates
FIFA Beach Soccer

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It is a leading economic hub, thanks in

part to its strategic position between
two other financial powerhouses:
Singapore and London. Also well known
are its tourist resorts, vast numbers of
high-end retailers and numerous highrise buildings, including the worlds
tallest skyscraper, the Burj Dubai.
It is a city of contrasts, with flavours of
both East and West, the desert and the
city, the cutting-edge and the traditional.
Indeed, the citys ancient and historic zones
remain alive and well alongside its bright
lights and futuristic nature. Visitors can
get a feel for Dubais roots by taking in
traditional markets where they can find
examples of native craftsmanship, or by
visiting the Heritage Village, located at
the mouth of Dubai Canal which splits
the city in two and is a key transport
thoroughfare. The Al Fahidi fort, which
was built in the 19th century, houses
the Dubai Museum, where remains can
be found of the various civilisations
that inhabited the area, going back an
astonishing 4,000 years.
Indeed, it is well worth stepping outside
the citys modern sphere and tasting
this contrasting side of Dubai, with
experiences of both worlds combining
to make for a fascinating stay.
The sands of Jumeirah beach were the
setting for the 16 national teams bidding
for glory at the FIFA Beach Soccer World
Cup 2009. Located in the citys southwest, Jumeirah is an exclusive residential
area whose beaches are considered to be
among the areas finest.
The Tournament
The emirate of Dubai is the second largest

in the United Arab Emirates, after Abu
Dhabi. The city of Dubai, which is situated
in a sheltered bay within the Persian Gulf,
is the emirates main urban centre. Dubai
started life as a small fishing town and over
time grew into an important maritime
trade port. However, from around the
mid-1970s, when oil was discovered in
the area, Dubai expanded in spectacular
fashion to become one of the worlds
richest and most modern cities.
The Venue Dubai / Jumeirah Beach
The Venue
Dubai / Jumeirah Beach
FIFA Beach Soccer

The Draw
The draw for the FIFA Beach Soccer World
Cup took place on Thursday, 27 August
at the Dubai World Trade Centre.
Conducted by Joan Cusc, a member of the
FIFA Futsal and Beach Soccer Committee,
the draw featured some big names from
the football world. Joining France 1998
and UEFA EURO 2000 winner Christian
Karembeu on the stage was Spains
hugely talented beach soccer captain
Ramiro Amarelle, the adidas Golden Ball
and Silver Shoe winner at Marseille 2008,
and local hero Backhit Saad, a former
professional footballer and now a key
member of the UAE team.
Portugal coach Jose Mateus, Russia boss

Nicolai Pisarev and Marcelo Mendes,
the coach of host nation United Arab
Emirates, were in the audience at the
Sheikh Rashid Hall, as was Brazilian
beach soccer idol Bruno Malias, threetime world champion with the Seleo.
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The Tournament
The Draw
FIFA Beach Soccer

Closing Ceremony
and Final Game
Brazil reign in Dubai
The latest FIFA Beach Soccer World Cup
ended in familiar fashion on Sunday, with
Brazil seeing off Switzerland to collect
the trophy for the fourth year running.
The European newcomers had no answer to
a hugely experienced Seleo, containing
six players who were contesting their
fourth decider.
This was Benjamin, Betinho, Buru, Mao,
Sidney and Andres fourth appearance in
the finals of the FIFA Beach Soccer World
Cup and it was a memorable one for
their side, as the awe-inspiring Brazilians
became the beach soccer champions of
the world once again.
With the Brazilians leading 8 1 and easing

off slightly towards the end of the final,
Switzerland took advantage to make the
scoreline a little more respectable. The
five goals they eventually scored were
more than the Brazilians had ever conceded
in the final before, with each strike
being celebrated enthusiastically by the
European underdogs.
However, unfortunately for the Swiss it
was a case of too little too late and the
Brazilians ran out 10-5 winners.
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Showing their appreciation for a fantastic

evenings entertainment, with 36 goals
being scored in the days two games, the
tournament organisers laid on a superb
fireworks and lights show, filling the
beach with lasers recreating a beach
soccer match. The spectacle was so
good that even the celebrating Brazilian
contingent set aside their samba drums
for a few minutes to take it all in.
The Tournament
Closing Ceremony and Final Game
Fireworks light up the night
FIFA Beach Soccer

Awards
adidas presented the following awards
As is customary at all FIFA events, the outstanding individual
players of the FIFA Beach Soccer World Cup 2009 received
awards from FIFA Partner adidas.
The top goalscorers received the Golden, Silver and Bronze
Shoes, while the best players were selected by the media to
receive the Golden, Silver and Bronze Balls.
The Golden Glove award went to the most outstanding
goalkeeper of the tournament, selected by FIFAs Technical
Study Group (TSG).
FIFA Fair Play
The FIFA Fair Play award is awarded to the teams with the
best fair play record, according to a points system and criteria
established by the FIFA Fair Play Committee (maximum: 1,000
points). The committee, which consists of members of the FIFA
TSG, considered the players behaviour on and off the pitch.
The overall aim was to increase the level of good sportsmanship
displayed by players, coaching staff and spectators over the
course of each competition.
FIFA presented the team that won the Fair Play award with
a trophy, medals and a diploma, all of which could be kept
permanently. The team also received a voucher valued at
USD 10,000 which can be exchanged for a supply of adidas
equipment to be used exclusively for youth team development
in their country.
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The Tournament
Awards
FIFA Beach Soccer

Awards
With yet another exceptional campaign behind them, Brazil
once more returned home with the most coveted prize in beach
soccer. They also took pride in the fact that their legendary side
was well-represented in terms of individual honours, joining
Switzerlands devastating Dejan Stankovic on the podium.
adidas Golden, Silver and Bronze Balls
The adidas Golden Ball award was
presented to the best player at Dubai
2009, as determined by accredited members
of the media, while those players who
earned the second and third most votes
received the adidas Silver Ball and adidas
Bronze Ball respectively.
adidas Golden Ball
Dejan Stankovic (SUI)
Dejan Stankovic made an indelible
impression on all those who observed
his dominance in the air and seemingly
insatiable appetite for goals. But his
contribution did not stop there. His
example inspired his Swiss team-mates
to push themselves to their limits.
adidas Silver Ball

Madjer (POR)
Madjer led Portugal through a challenging
campaign, not only by scoring goals,
but also by bringing an energy and
confidence to his side that could only
have inspired them. His leadership in the
match for third place left little doubt
that his days of glory are far from over.
adidas Bronze Ball
Benjamin (BRA)
Benjamins energetic performances kept
Brazil pressing even in situations where
their lead was already substantial. His
impact is best reflected by his even
contribution of goals and assists,
and the fact that he notched the
most assists in the tournament.
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The leading goalscorer at Dubai 2009 was

awarded the adidas Golden Shoe, while
the second and third highest goalscorers
received the adidas Silver Shoe and adidas
Bronze Shoe respectively. Three-time
adidas Golden Shoe winner Madjer struck
21 goals in 2006, still a tournament record,
but was compelled to yield the top honour
this year.
adidas Golden Shoe
Dejan Stankovic (SUI)
Dejan Stankovic simply delighted the
supporters on Jumeirah Beach, twice
scoring four goals in a match. His
impressive output of 16 goals exceeded
that of anyone else at Dubai 2009,
while his picture-perfect overhead kicks
provided the icing on the cake.
adidas Golden Glove
adidas Silver Shoe

Madjer (POR)
Madjer began brightly with a hat trick
in Portugals initial match against the
United Arab Emirates. His two-second
goal against the Solomon Islands was
among to the tournaments best. And
his five-goal flurry in the match for third
place was simply a sight to behold.
FIFA Fair Play award
adidas Bronze Shoe

Buru (BRA)
Buru proved, as ever, a solid contributor
to the Brazilian cause. His balanced goal
and assist figures only partially reflected
his value on the pitch, though. His inspiring
play and spirit helped the legends of
beach soccer turn in yet another stellar
performance. And his two-second goal
against Bahrain was also up there with
the best of the tournament.
The adidas Golden Glove was awarded

to the best goalkeeper of the tournament,
as determined by the FIFA Technical
Study Group (TSG). At Dubai 2009,
the performance of Brazils Mao, who
frustrated opponent after opponent,
was adjudged to be second to none.
The FIFA Fair Play award recognised

the team with the best record of
sportsmanship, as assessed by TSG
during each match according to
specific criteria. In recognition of their
exceptional and identical scores, the
FIFA Fair Play award for Dubai 2009 was
bestowed upon Japan and Russia, both
previous recipients.
The Tournament
Awards
adidas Golden, Silver and Bronze Shoes
FIFA Beach Soccer

Thanks to God and this

wonderful group of players
we have been able to win
our fourth title. We won
because of our togetherness,
our respect for each other
and the love that there is in
the camp, and this fourth
title is reward for all our
hard work. Wed like to
dedicate it to our families,
the people of Brazil and to
everyone who has supported
us along the way.
Quotes and
Reflections
Benjamin, Brazil captain
This is the fifth time that this

tournament has taken place
under the FIFA umbrella,
three times in Brazil, then
to France and now here in
Dubai. Congratulations to
the LOC, to Salah Tahlak and
Dr. Khalid Al Zahed for your
work. It is amazing what
were seeing, as interest
around the world in beach
soccer continues to grow.
What has happened here
is important for the growth
of the sport.
Jrme Valcke, FIFA Secretary General
Very excited. It feels like we are world

champions for the first time. Every World
Cup is a challenge. This felt amazing.
Bruno, Brazil
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Madjer, Portugal
We were disappointed with the start but its

been an amazing 7 days. Its been a great
experience. We lost but Brazil are the best
team in the world and reaching the final has
been great for us. I shaved my hair because
I promised everyone if we reached the final
the hair will come off.
Stephan Meier, Switzerland
The Tournament
Quotes and Reflections
Its a pleasure to win against a great team.

We showed great confidence, its an honour
to have any trophy.
FIFA Beach Soccer

FIFA Partners /
National Supporters
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Marketing Structure
FIFA Partners / National Supporters
FIFA Beach Soccer

Perimeter Boards
The FIFA Beach Soccer World Cup is the
only FIFA event to provide perimeter
board exposure via rotating advertising
boards. These were used on the main
pitch, on. On pitch 2, static boards were
used. FIFAs Partners were assured of
at least 04.30 minutes of exposure per
match, with rotations of 00.40 seconds.
National Supporters and FIFA messages
were guaranteed a minimum of 02.30
minutes of exposure, with 00.25 second
rotations.
FIFA Partners
For facts and figures relating to the

television exposure generated by FIFAs
Commercial Affiliates at this event please
refer to FIFAs Marketing Research
database (password-protected), the F.A.N.
http://fan.sportundmarkt.com
34
35
FIFA Boards
Event Title Board
Marketing Structure
Perimeter Boards
National Supporters
FIFA Beach Soccer

36
37
Marketing Structure
Perimeter Boards
FIFA Beach Soccer

Adverts in Official
Programme
38
39
Marketing Structure
Adverts in Official Programme
FIFA Beach Soccer

FIFA Partners received valuable on-site
advertising exposure on the two giant
screens within the main stadium at
the FIFA Beach Soccer World Cup. The
Partners chosen adverts were integrated
into the infotainment programme and
shown on the big screens.
40
41
Marketing Structure
FIFA Beach Soccer

adidas
PL
A
As in the past at the FIFA Beach Soccer

World Cup, adidas provided 150 additional
official uniforms to all members of the
FIFA delegation and the FIFA staff. adidas
also supplied uniforms to several different
groups involved in the tournament:
RTS
SCO
E
R
YE
Ball kids
FIFA flag bearers
National flag bearers
FIFA fair play flag bearers
Player escorts
Referees
Volunteers
FIFA delegation
FIFA staff
S
ID
K
LL
BA
RE
F
S
EE
ER
Marketing Structure
adidas
ERS
TE
N
LU
VO
42
43
FIFA Beach Soccer

44
45
adidas provided the official matchball for

the FIFA Beach Soccer World Cup. The
Terrapass Praia was the model used in this
years edition, a ball which was designed
specifically for the requirements of beach
soccer. It is softer than the average football
and specially crafted with embedded
seams making it more comfortable for
the bare-footed footballer. The ball is
part of the FIFA Quality Concept and has
been stringently tested under criteria
uniformly applied to all matchballs for
FIFA events. 136 Terrapass Praia balls were
supplied for matches in the tournament,
with 160 provided to competing teams
prior to the tournament and 160 for the
teams on site.
adidas had further on-pitch exposure

through their kit supplier deals with five
of the competing nations. Players and
officials from Argentina, Nigeria, Russia,
Spain and Uruguay all wore adidas kit
throughout the tournament.
Marketing Structure
adidas
adidas
FIFA Beach Soccer

adidas / Coca-Cola
Used Matchball
Programme
At the FIFA Beach Soccer World Cup, both
adidas and Coca-Cola activated the used
matchball programme.
adidas collected one match ball from
the opening match, both semi-finals
and the final whilst Coca-Cola received
one ball from each of the quarterfinals, semi-finals and the final. Both
FIFA Partners then used the balls for
promotional purposes.
46
47
Marketing Structure
adidas / Coca-Cola Used Matchball Programme
FIFA Beach Soccer

Coca-Cola
In the hot and humid conditions at the
FIFA Beach Soccer World Cup in Dubai it
was important that there were enough
drinks on hand for all those involved in
the tournament. Coca-Cola as usual did
a great job in providing more than 70,000
drinks to various groups of people during
the tournament, including the LOC,
competing teams, VIPs, FIFA staff, referees,
the youth programme, volunteers and
pitchside photographers.
The following Coca-Cola products were

available as part of the VIK allocation:
Coca-Cola
Coca-Cola Light
Coca-Cola Zero
Sprite
Fanta
Arwa Water
48
49
Marketing Structure
Coca-Cola
FIFA Beach Soccer

Coca-Cola
Coca-Cola Water Girls
Coca-Colas water girls were out in force
during the tournament, refreshing fans
between the games by spraying them
with water pistols.
Coca-Cola National Flag Bearers
Coca-Cola was responsible for recruiting
all national flag bearers for the FIFA
Beach Soccer World Cup. They carried
out this recruitment on a local level,
with 35 children being given the chance
to take part. The lucky ones chosen for
this programme were responsible for
carrying the flags of the two competing
teams on to the pitch before the game.
50
51
Coca-Colas commercial display consisted

of an inflatable football pitch where fans
were invited to show off their football
skills. Fans were given a photograph
of them performing their tricks as a
memento of their experience.
Marketing Structure
Coca-Cola
Coca-Cola Commercial Display
FIFA Beach Soccer

Emirates
Emirates Commercial Display
Emirates activated their commercial
display with a Goalstriker competition.
Fans were invited to test their shooting
skills by taking shots at a virtual wall
with a goalkeeper. Each competitor was
awarded with a certificate showing their
results along with an Emirates premium.
52
53
Emirates ensured their presence in the

very final stages of the FIFA Beach Soccer
World Cup 2009 by having the Emirates
medal girls presenting medals to the
victorious Brazilian team. This ensured
that the airline had strong brand exposure
in one of the most emotional moments
of the tournament.
Marketing Structure
Emirates
Emirates Medal Girls
FIFA Beach Soccer

Hyundai
Hyundai VIK
Hyundai played a crucial role in
transporting all teams and officials,
members of the FIFA delegation and
the LOC around Dubai during the
tournament by providing 41 vehicles
which were exclusively for event use.
Hyundai provided 6 Veracruz models,
10 Santa Fes and 25 Starex models.
54
55
Hyundai activated their commercial

display in a multitude of different ways.
Every day they released 1,000 branded
balloons into the Dubai skies, as well as
running a competition where fans had to
guess how many footballs were packed
into one of the Hyundai vehicles onsite.
The fan who guessed closest to the
correct number won a prize.
In addition, Hyundai had further vehicles
on display, as well as a branded booth
and staff in Hyundai uniforms who
distributed premiums to visitors to the
event.
Marketing Structure
Hyundai
Hyundai Commercial Display
FIFA Beach Soccer

Sony
Sony Lanyards
Official Song
Sony provided lanyards for all of the

accreditation passes issued at the FIFA
Beach Soccer World Cup.
The official song Let off some steam was

recorded by Danish-based hip hop artists
Outlandish, a group from the record
label Sony Music.
Sony Pitch Photographer
In the period leading up to the competition
Sony ran a promotion in the local media
offering the chance to be a Sony pitch
photographer at the FIFA Beach Soccer
World Cup. One lucky winner was then
announced who got the opportunity to
take photos amongst the pitch-side
photographers at the final of the event.
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Sony On-Screen Credits

Sony gained additional exposure through
on-screen credits which featured in all TV
broadcasts worldwide.
56
57
Sony-branded photographer bibs
Sony provided laptop computers for all

FIFA staff at the tournament.
All pitch-side photographers at the FIFA

Beach Soccer World Cup wore Sony
Alpha-branded bibs.
Sony on FIFA.com
Sony presented the Goals of the
tournament and the Match highlights
sections of FIFAs official FIFA Beach
Soccer World Cup platform on FIFA.com.
Marketing Structure
Sony
Sony VIK
FIFA Beach Soccer

Sony FIFA
Flag Bearers
Sony FIFA Flag Bearers
Local school children were recruited by Sony to be the FIFA
flag bearers at the event. Sony recruited the children from
schools that participate in the Sony Dubai Schools Football
League. The children entered a competition by writing an
essay about why they wanted to be a flag bearer, which
were then judged by the schools. The competition winners
were then announced and given a once-in-a-lifetime
opportunity to carry the FIFA flag on to the pitch before
each match in the tournament.
58
59
Marketing Structure
Sony FIFA Flag Bearers
FIFA Beach Soccer

Visa
Visa activated a two-week pre-sale period
before tickets went on sale for the FIFA
Beach Soccer World Cup during which
only Visa cardholders had the right to
purchase tickets.
In addition, Visa had additional brand
exposure through point-of-sale advertising
material which was placed at ticketing
centres, concession stands, at the fan shop
and in the FIFA hotel.
60
61
Marketing Structure
Visa
FIFA Beach Soccer

National
Supporters
62
63
Marketing Structure
National Supporters
FIFA Beach Soccer

National Supporters
As well as exposure on the perimeter
boards at the FIFA Beach Soccer World
Cup and an advert in the official match
programme, each of the events National
Supporters had a commercial display
area within the stadium perimeters.
National Supporter RTA (Road and
Transport Authority) laid on additional
transport for fans, taking fans free of
charge across the water from Jumeirah
Beach Park to the World Cup stadium at
Umm Suqeim beach. This was the first
time that a maritime mode of transport
had ever been used to take spectators to
a sporting event in the UAE.
64
65
Marketing Structure
National Supporters
FIFA Beach Soccer

FIFAs exclusive worldwide master licensee, Global Brands
Group, activated merchandise selling at the FIFA Beach Soccer
World Cup through AEG, their on-site concessionaire. The
merchandise stand was positioned in the commercial display
area and sold a wide range of event merchandise, as well as
a selection of 2010 FIFA World Cup items.
66
67
Marketing Programme
FIFA Beach Soccer

Ticketing and
Hospitality
Ticketing
One of the main successes of the FIFA
Beach Soccer World Cup was the spectator
attendance levels with over 100,000
spectators attending matches over the
duration of the tournament. The ticket
operation during the event went very
well, with large crowds attending the
evening games.
Tickets were free of charge until the
semi-final stages of the event with semifinal tickets sold at AED 70 (USD 19) and
final tickets costing AED 100 (USD 27).
VIP tickets were also available for purchase,
with different options available. Tickets
were sold at prices of AED 195 (USD 53),
AED 295 (USD 80) and AED 395 (USD 103).
Hospitality
VIP and VVIP hospitality was hosted in
an extremely impressive lounge. The
quality of the facilities and the catering
was outstanding.
68
69
Marketing Programme
Ticketing and Hospitality
FIFA Beach Soccer

70
71
Marketing Programme
Outdoor Media / Stadium Dressing
Outdoor Media /
Stadium Dressing
FIFA Beach Soccer

72
73
Marketing Programme
FIFAs Commercial Affiliates were

guaranteed further on-site exposure at
the FIFA Beach World Cup via an array
of on-site advertising tools. The logos of
FIFAs Partners and National Supporters
were displayed on composite towers, at
the entrance to the fan park and on media
backdrops. In addition, they were placed
on various print materials such as the
event guide distributed by FIFA, tickets,
accreditation and match schedules.
Commercial Affiliates On-site Exposure
Commercial Affiliates
On-site Exposure
FIFA Beach Soccer

74
75
Whilst FIFA Partners Coca-Cola and Sony activated some areas

of the Youth Programme, the Local Organising Committee
were responsible for the recruitment of FIFA Fair Play
flag bearers, ball kids and player escorts. This was a great
opportunity for the LOC to integrate local children into the
event and provide them with an unforgettable experience.
Marketing Programme
Youth Programme
Youth Programme
FIFA Beach Soccer

TV
The 32 matches of the FIFA Beach Soccer
World Cup 2009 television broadcast
were transmitted live via a world satellite
feed. In all, the rights were acquired
by broadcasters and agencies across
199 territories.
In the UAE, all 32 matches were shown
live on pan-regional satellite broadcaster
Arab Radio and Television (ART) as well
as on free-to-air terrestrial broadcaster
Dubai Sports Channel.
International coverage included 29

matches broadcast live across 55 European
territories on Eurosport International and
Eurosport 2. All 32 matches were shown
live across 22 Middle East and North
African territories by pan-Arab satellite
broadcaster ART. In sub-Saharan Africa,
all matches were shown live by pay TV
sports channel SuperSport.
Viewing figures were not finalised
at the time of going to press, but will
be comprehensively covered in the
forthcoming TV report.
76
77
TV and Media
TV
FIFA Beach Soccer

78
79
The worlds media were present at

the FIFA Beach Soccer World Cup with
representatives from both international
and domestic media covering the
tournament. All accredited media members
had access to the tournaments media
centre where they had access to all facilities
required to carry out their work.
139 international and domestic media

representatives covered the FIFA Beach
Soccer World Cup Dubai 2009:
9 local photographers
18 local journalists
14 international photographers
7 international journalists
19 TV media rights licensees
72 host broadcasters
TV and Media
Media
Media
FIFA Beach Soccer

New Media FIFA.com

Complete match coverage
Team profiles
With editorial team members attending

every match, the coverage was
comprehensive. Each of the six match
days was accompanied by a preview
article and a review of all the action at the
end of the day. Each of the 32 matches
had its subsequent match summary
and quotes from coaches and players,
in keeping with FIFA.coms coverage of
each and every FIFA event since the 2002
FIFA World Cup Korea/Japan.
Each of the 16 teams bound for Dubai

was highlighted with a comprehensive
team profile on FIFA.com. The profiles
focussed on general squad information,
the road to Dubai, performances in
previous tournaments and quotes from
the team regarding the event. Some of
the teams were also contacted by FIFA.
com editors prior to their arrival in Dubai
for exclusive feature pieces.
Statistical information
Features
In addition to match previews and
summaries, journalistic coverage of the
tournament included several feature
stories, such as player/coach interviews,
provided on a daily basis by the on-site
editorial team, who kept in close contact
with the teams, coaches and media
personnel at the venue.
Crucial statistical information such as top

scorer charts, the official match schedule,
official FIFA match reports, referee lists,
regulations, tournament committee
members, results and standings were
accessible on FIFA.com throughout the
competition.
80
81
In addition to FIFA.coms own editorial/

journalistic coverage, members of
the world media had total access to
accreditation information, official FIFA
media releases, match data and statistical
information on the site via the FIFA
Media Channel.
Special Features
FIFA.com also ran a host of exciting,
exclusive special features including:
Video highlights
FIFA.com offered free video highlights
to fans all over the world. Shortly after
the final whistle of all 32 matches, a
high-resolution, two-minute video with
every goal and all the exciting incidents
of the contest was made available.
Live video streaming

FIFA.com also offered free live video
streaming of the 32 matches in certain
territories.
EMIRATES MatchCast
As with all other FIFA events, FIFA.com
provided a real-time match ticker,
providing the score and significant
events from all the 32 matches as
they happened.
Photos
In addition to full journalistic coverage,
FIFA.com provided exclusive photographic
coverage of the competition. Photo
galleries showing all the action from
the tournament were available on the
site while the games were in progress.
TOURNAMENT
PERIOD
PVs
% OVERALL TRAFFIC (PVs)
FIFA Beach Soccer World Cup 2009
13/11 25/11/09
4,726,081
3%
TV and Media
New Media FIFA.com
Media section
FIFA Beach Soccer

Press Clippings
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83
TV and Media
Press Clippings
FIFA Beach Soccer

Outlook
The race to host the 2011 and 2013 FIFA
Beach Soccer World Cups is wide open, with
13 countries having submitted bids to host
the events. The member associations that
sent the Bid Registration forms to FIFA
by the deadline of 1 September for one
or both competitions are, in alphabetical
order: Argentina, Azerbaijan, Brazil,
Chile, Costa Rica, Italy, the Netherlands,
Oman, Poland, Russia, South Africa,
Switzerland and Tahiti.
The initial list of bidders for both FIFA
Beach Soccer World Cups is longer than
ever and the diversity and quality of
the contenders will make this a very
interesting selection process. The interest
shown proves the importance of the
FIFA Beach Soccer World Cup as a truly
universal event and demonstrates the
global influence of this competition to
achieve positive change, in line with
FIFAs development claims for the sport.
We are delighted with the interest

that beach soccer has raised in our
member associations and it reinforces
the level of our involvement with this
mode of football. We believe in the
permanent success and growth of
beach soccer.
Jrme Valcke, FIFA Secretary General
The next step in the process will come on
15 January, when member associations
will submit the signed Hosting Agreements
together with the relevant information
on event experience and country
infrastructure. The final decision will be
made by the FIFA Executive Committee
in March 2010.
FIFA Marketing Division

The Works, Leeds
FIFA.com
Action Images, FIFA, Getty Images and Shutterstock
FIFA Productions Department
December 2009
Fdration Internationale de Football Association

FIFA-Strasse 20 P.O.Box 8044 Zurich Switzerland
Tel: +41-(0)43-222 7777 Fax: +41-(0)43-222 7878 www.FIFA.com
Content
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MARKETING HIGHLIGHTS

FIFA Marketing Division

Fdration Internationale de Football Association

FIFA Beach Soccer World Cup

FIFA Beach Soccer World Cup

FIFA Beach Soccer

Finally, I would like to say thank

After three years of hosting this

FIFA Beach Soccer

FIFA Beach Soccer

Facts and Figures

FIFA Beach Soccer World Cup Dubai 2009

United Arab Emirates

TV rights have been sold to 199 territories (April 2009)

Dubai Sports Council

United Arab Emirates

Facts and Figures

FIFA Beach Soccer

What is Beach Soccer?

What is Beach Soccer?

A few key rules

FIFA Beach Soccer

A record number of teams entered the

Many of the usual suspects were present

COMPETING NATIONS (16 TEAMS)

CONFEDERATION TEAMS QUALIFICATIONS

Cte dIvoire, Nigeria

Costa Rica, El Salvador

Argentina, Brazil, Uruguay

Italy, Portugal, Russia, Spain, Switzerland

United Arab Emirates

FIFA Beach Soccer

The first FIFA Beach Soccer World Cup

Great turn out by fans

FIFA Beach Soccer

FIFA Beach Soccer

By the time the tournament reached

United Arab Emirates

FIFA Beach Soccer

The UAE lies on the eastern side of the

The United Arab Emirates (UAE) may

UAE are considered to be one of Asias

Host Country United Arab Emirates

Football in The United Arab Emirates

FIFA Beach Soccer

It is a leading economic hub, thanks in

The emirate of Dubai is the second largest

The Venue Dubai / Jumeirah Beach

FIFA Beach Soccer

Portugal coach Jose Mateus, Russia boss

FIFA Beach Soccer

With the Brazilians leading 8 1 and easing

Showing their appreciation for a fantastic

Closing Ceremony and Final Game

Fireworks light up the night

FIFA Beach Soccer

FIFA Beach Soccer

adidas Silver Ball

The leading goalscorer at Dubai 2009 was

adidas Golden Glove

adidas Silver Shoe

FIFA Fair Play award

Thanks to God and this

This is the fifth time that this

Very excited. It feels like we are world

We were disappointed with the start but its

Its a pleasure to win against a great team.

Live video streaming